Marketing involvement in product platform creation: The role of personal and structural coordination mechanisms

Integrating market knowledge in the architecture of product platforms can be a challenge for firms. In this study, we draw on knowledge-based theory to propose importance bilateral knowledge: marketer's and platform architect's opportunity securing marketing involvement success. Along with these two personal coordination mechanisms, examine impact department's level as structural mechanism account its moderating effects mechanisms. To test our model, conducted survey at multinational electronics company, architects key informants. Our results show that an opportunities fuels marketing's improves financial performance, does platforms, although is entirely mediated by involvement. A has strong, direct impact; it acts substitute individual knowledge, yet enhances opportunity. Therefore, innovation managers are advised foster their understanding platforms.