“…Cross-functional coordination refers to the extent of interaction, communication, information sharing, and joint involvement across diverse organizational functions such as R&D, production, and marketing (Song & Montoya-Weiss, 2001;Troy et al, 2008). A large body of literature has demonstrated that cross-functional coordination positively influences new product success or technological innovation performance owing to the virtues it generates like increased sharing of market information, improved interaction and communication and high flexibility in organizational structure (Chen, Li, & Lin, 2013;De Clercq et al, 2011;Song & Montoya-Weiss, 2001;Song & Parry, 1997;Stock et al, 2013;Troy et al, 2008). On the other hand, a substantial amount of research suggested that since cross-functional coordination generates some potential adverse effects such as interpersonal conflicts and low employee commitment, cross-functional alone may not be sufficient to lead to successful new product development or technological innovation (De Clercq et al, 2011;De Luca & Atuahene-Gima, 2007;Sethi, 2000aSethi, , 2000bTessarolo, 2007;Xie, Song, & Stringfellow, 2003).…”