“…This study investigates the antecedents of organizational linkages affecting marketing and sales functions during the formalized process of new product development (NPD). According to the literature, marketing and sales interface as an organizational linkage is a key crossfunctional interface to increase customer value and business performance (Guenzi & Troilo, 2007;Guzmán-Cuevas et al, 2009;Homburg & Jensen, 2007;Le MeunierFitzHugh & Piercy, 2007;Lee et al, 2007;Malshe & Sohi, 2009, Ribeiro-Soriano & Urbano, 2010. However, most of the empirical research in this direction remains limited and evidence reports poor collaboration between sales and marketing functions (Kotler et al, 2006;Rouziès et al, 2005;Ries & Ries, 2009) and even research to support inter-functional conflict (Dawes & Massey, 2005;Le MeunierFitzHugh & Piercy, 2007).…”