An integrated response towards the pursuit of fast time to market of NPD in European manufacturing organisations

The ever-increasing pace of technological change is the primary impulse that guides the development strategies of nations enjoying high economic growth. The diverse range of technological possibilities creates unprecedented change and as a consequence organisations are required to be responsive and adaptable to such conditions. For many, product innovation is a fundamental strategy for sustaining organisational development in extreme turbulent environments. Organisations are increasingly concentrating on responsiveness and flexibility through innovation. The rapid delivery of new products clearly requires effective integration in enabling organisations to be adaptive and responsive to market conditions. The European findings presented in this article attempt to unravel the complexities of an extensive range of issues related to integration, primarily focusing on task orientation, organisational structure and culture. The study provides an insight into the relationship between integration mechanisms and speed of NPD.