Using 'hard' and 'soft' technologies for global new product development

This paper reports on a study of the use of 'hard' and 'soft' technologies as tools for managing global new product teams. 'Hard' technologies consist of electronic mail, teleconferencing, fax, video conferencing, and other electronic means of facilitating communication. 'Soft' technologies, on the other hand, reflect managerial behaviors that are necessary to deal with the social and behavioral aspects of global new product development. Our study suggests that: The frequency of use of hard technologies is greater for higher versus lower performing global teams. The set of hard technologies perceived to be important is different for higher versus lower performing global teams. How well soft technologies are used is greater for higher performing global teams. Soft technologies are seen as more important than hard technologies. Implications of these findings for managers and future research are discussed.