Integration in New Product Development: Case Study in a Large Brazilian


  • Daniel Jugend Universidade Estadual Paulista (UNESP)
  • Sérgio Luis da Silva Federal University of Sao Carlos (UFSCar).



integration, technology management, new product development, Brazilian high-technology company


Proficiency in management activities undertaken in product development processes is regarded as a key competitive advantage for companies, particularly for high-tech industrial firms, which benefit from the important competitiveness factor of launching products with a differentiated technological content. This paper’s objective was to identify, through case study, practices for integration between the roles of R & D with others involved in product development in a large Brazilian company of industrial automation. The results suggest some management practices to improve the integration in new products development, such as the use of employees from marketing with knowledge and experience previously gained from R & D activities and uses the heavyweight product manager to solve synchronization problems between product and technology development.


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Author Biographies

Daniel Jugend, Universidade Estadual Paulista (UNESP)

Department of Production Engineering

Sérgio Luis da Silva, Federal University of Sao Carlos (UFSCar).

Department of Information Sciences


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How to Cite

Jugend, D., & da Silva, S. L. (2012). Integration in New Product Development: Case Study in a Large Brazilian. Journal of Technology Management & Innovation, 7(1), 52–63.



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