Is all communication created equal?: an investigation into the effects of communication mode on perceived information quality

Enhancing communication between functions is crucial to successful product development and management. Previous work in the product innovation management literature has made two implicit assumptions. First, that increasing the frequency of information dissemination from one function to the other always improves the perceived quality of the information received. The second assumption is that all types of interfunctional communication carry equal weight in the decision-making process of the target of that communication. The current study develops a typology of communication modes, which suggests a rationale for why these assumptions may not be true. The empirical findings of the study, based on a survey of 504 nonmarketing managers indicate that the relationship between total communication frequency and perceived information quality (PIQ) is nonlinear. Specifically, the study finds that marketing managers can either communicate too little or too much with nonmarketing managers. If they interact too infrequently, they run the risk of not understanding the way to most effectively communicate market information. If they communicate too much, they may overload the manager with too much information and erode the overall quality of the information sent. In addition, some modes of communication are more effective in improving perceptions of the quality of market information. For instance, regular e-mail sent by marketing managers seems to have no effect on perceived information quality. On the other hand, e-mail sent with supporting documentation can have a strong positive effect on perceived information quality. Impromptu phone calls by marketing have less positive effects than scheduled phone calls. Interestingly, too much of the wrong types of communication actually seem to reduce perceptions of perceived information quality, and consequently the likelihood that market information will be used. The study also suggests that certain kinds of communication are better for manufacturing managers and others more effective in sharing information with R&D managers. For instance, disseminating information through written reports seems to reduce perceived information quality. This is particularly true for R&D managers. On the other hand too many meetings can reduce perceptions of PIQ, particularly on the part of manufacturing managers. Implications for theory and practice are discussed.