**5. Discussion**

Correspondingly, CA is positively related with FMZ (β = 0.488, p < 0.001) and PLAN (β = 0.573, p < 0.001); meanwhile, CQ is positively related with PLAN (β = 0.741, p < 0.001), with a weaker

PLAN is strongly and positively related with the sales-marketing PRE (β = 0.610, p < 0.001), in contrast with FMZ that has a negative non-significant relationship with the cross-functional interface PRE. See the resulting measures of fit for the hypothesized relationship among con-

Results of the interviews confirmed the measured factors determining the success of the

CA/CQ: Fluent and honest communication, discipline in fulfilling the agreed activities with

CQ: Communication of the project spreading energy and conviction, in addition to the information of attributes and objectives. To transmit a contagious enthusiasm of the passion to win

Project committee meetings are held monthly, in order to present key drivers (share drivers), market monitoring and progress, required actions and evaluation of results. Participants are

Category committee: Marketing and sales, working together in the project, are responsible for

**(df) RMSEA GFI NNFI CFI**

presenting the background, integrated action plan, market arrival and budget.

CA to FMZ 303.0 (21) 0.093 0.951 0.904 0.940 CQ to FMZ 565.9 (21) 0.121 0.929 0.915 0.947 FMZ to PRE 131.2 (53) 0.099 0.875 0.891 0.912 CA to PLAN 562.4 (28) 0.132 0.893 0.862 0.907 CQ to PLAN 837.5 (28) 0.140 0.891 0.898 0.930 PLAN to PRE 184.7 (64) 0.112 0.846 0.878 0.900 CA to CQ 700.7 (28) 0.115 0.950 0.940 0.968 CA to PRE 131.8 (43) 0.117 0.866 0.871 0.899 CQ to PRE 134.5 (44) 0.117 0.842 0.904 0.923

implementation of the launch of new products in the market and their relationship.

relationship with FMZ (β = 0.160, p < 0.1).

structs in **Table 3**.

164 Organizational Conflict

is a key factor.

**4.4. Qualitative results**

commitment, on time and in form.

FMZ: Three-level committee meetings are carried out:

**Table 3.** The marketing-sales relationship's structural modeling results.

directors and stakeholders involved in each area.

**χ2**
