An exploratory investigation into influence tactics used by a new product development project manager.

Kerry Grigg

    Research output: Book chapter/Published conference paperConference paper

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    Abstract

    The strategic importance of NPD and the important role that marketers play in managing that process in Fast Moving Consumer Good (FMCG) organisations provides the impetus for this research paper. This exploratory in-depth case study examined the use of influence tactics used by a marketer managing a NPD project. The full range of soft influence tactics was used by the Project Manager, producing very similar findings on the widespread use of soft influence tactics reported in the existing literature. However, it would appear that the marketer managing the NPD process did not use the full range of hard influence tactics. A possible explanation for this is the corporate culture and wider Australian business culture within which the case study organisation operates in. The paper also identifies a range of future research directions stemming from this exploratory project.
    Original languageEnglish
    Title of host publication21st ANZAM conference
    Subtitle of host publicationManaging our intellectual and social capital
    EditorsRoss Chapman
    Place of PublicationSydney, Australia
    PublisherANZAM/Promaco
    Pages1-21
    Number of pages21
    ISBN (Electronic)1863081402
    Publication statusPublished - 2007
    EventAustralian and New Zealand Academy of Management Conference - Sydney, NSW Australia, Australia
    Duration: 04 Dec 200707 Dec 2007

    Conference

    ConferenceAustralian and New Zealand Academy of Management Conference
    CountryAustralia
    Period04/12/0707/12/07

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  • Cite this

    Grigg, K. (2007). An exploratory investigation into influence tactics used by a new product development project manager. In R. Chapman (Ed.), 21st ANZAM conference: Managing our intellectual and social capital (pp. 1-21). ANZAM/Promaco.