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An article co-authored by a marketing instructor at the University of Houston-Victoria will be published in the November edition of the "Journal of Marketing," the official scholarly publication of the American Marketing Association.
Tanawat Hirunyawipada, a UHV assistant professor of marketing, co-authored with two colleagues “Cross-Functional Integration and New Product Success: An Empirical Investigation of the Findings.”
"The Journal of Marketing is the scholarly bible of the field," said Jifu Wang, interim dean of the School of Business Administration. "To have one of our instructors published in this journal speaks highly for our program and adds to UHV''s prestige in the academic world."
Cross-functional integration takes a team approach to projects by bringing people with needed expertise into one unit rather than coordinating projects across multiple departments in a company, Hirunyawipada said.
"This can offer increased efficiency and better communication, but it can also make it more difficult to track the source of problems if they arise,” he said.
The research looks at how these strengths and weaknesses affect the success of a new product brought to the market.
The AMA is the largest professional marketing association in North America. It publishes the Journal of Marketing every other month.
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