**2.3. Formalization (FMZ)**

Formalization is defined as the extent to which sales-marketing cooperation is structured by rules and procedures [11]. The process adopted by the studied company in each country is the Stage-Gates innovation process that enables companies to minimize uncertainty by helping them identify the wrong projects before too many resources are invested [25]. A key managerial role is to direct sales-marketing integration toward the common goals of NPD projects through formalized processes that affect cross-functional relationships (e.g., see [26]). We therefore hypothesize that:

relationship and their interaction with each other. Then, in order to confirm our findings and provide in-depth and context-rich data [28], in-depth interviews were used to confirm and provide further insights into the behaviors of sales and marketing staff during the deploy-

Drivers of Innovation Deployment Affecting the Marketing and Sales Relationship

http://dx.doi.org/10.5772/intechopen.71987

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This study was conducted in a Global 500 [29] multinational consumer packaged goods company in six of its Southern Cone Latin American branches (Argentina, Chile, Peru, Bolivia, Uruguay and Paraguay). The total cluster accounts for a significant turnover (higher than \$ 2

The questionnaire was developed based on the review of the literature and in-depth interviews with a sales manager and a marketing manager. In order to ensure content validity, the questionnaire was pretested in Argentina and Uruguay with six sales and marketing managers. The original questionnaire included 46 questions, taking less than 20 minutes to

Sales and marketing managers (who have various titles e.g., directors, category, sales, channel and brand managers) were involved in the innovation projects in each of the six countries; they were drawn from the company's database and sent a self-administered questionnaire via e-mail in August 2012. The same procedure was followed for all countries and each person contacted received an introduction to the project's objective as well as a confidentiality

Reflective multiple-item measures are used for all the researched constructs. The use of reflective scales allows us to test the constructs for convergence, discriminant validity, reliability and internal consistency [30]. Items and source for constructs measure on a 7-point scale

ment of new product launches.

*3.1.1. Measure development*

*3.1.2. Sample characteristics*

complete.

clause.

*3.1.3. Measurement*

FMZ [3, 11, 20].

(completely agree–completely disagree).

To coordinate the activities during NPD:

**1.** Formal communication channels are followed

**2.** Standard operating procedures are established

**3.** Marketing understands the sales process

**4.** Sales understands the marketing process

**3.1. Quantitative stage: survey context and data collection**

billion US dollars) and an intense innovation deployment strategy.

H4 Formalization of the innovation process between the sales and marketing managers is positively related to the perceived relationship effectiveness.

However, it is also recognized that strictly adhering to the Stage-Gates philosophy may turn out in rejecting viable projects. Therefore, initial flexible processes that are adaptable through information sharing, experience and learning can improve the dynamics of project execution [27]. Therefore:

H5 Communication amount between the sales and marketing managers is positively related with the formalization of innovation processes.

H6 Communication quality between sales and marketing managers is positively related with the formalization of innovation processes.
