Prof. Carbonell has extensive research expertise in the areas of new product/service development, new product launch, and the management of product development teams. Her current research interests include adoption, discontinuation and use of new technologies in developed and base-of-the-pyramid (BOP) markets and the use of virtual influencers for marketing purposes.
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Dr. Pilar Carbonell received her PhD in Marketing, M.A. in International Business, and Honors Business Administration degrees from the University of Murcia, Spain. Prof. Carbonell’s research focuses on new product/service development, new product launch and the management of product development teams. Her current research interests include boundary-spanning activities of new product teams, adoption, use and discontinuation of new technologies in developed and base-of-the-pyramid (BOP) markets, and the use of virtual influencers and chatbots for marketing purposes. Professor Carbonell's research has been presented at international conferences and published in international leading journals such as Industrial Marketing Management, Marketing Letters, Journal of Business Research, International Journal of Research in Marketing, Creativity and Innovation Management, IEE Transactions in Engineering Management and Journal of Product Innovation Management. Pilar is a member of the Journal of Product Innovation Management review board.
Degrees
PhD, University of Murcia, Spain
MA, University of Murcia, Spain
Research Interests
New product development management, Adoption of New Technologies, Application of New Technologies in Marketing,
Marketing
Murtaza, Z., Sharma, I.; Carbonell, P. (2024). “Examining chatbot usage intention in a service encounter: Role of task complexity, communication style, and brand personality”, Technological Forecasting & Social Change
2024
Carbonell, P.; Rodriguez-Escudero, A. I. (2023). Boosting the confidence of new product development teams: The role of team boundary spanning, team size and functional diversity. Creativity and Innovation Management, 32(1), 100-116; http://doi.org/10.1111/caim.12532
2023
Carbonell, P., & Rodriguez Escudero, A. I. (2023). Understanding the effect of boundary spanning activities on team identification in new product development teams. BRQ Business Research Quarterly. https://doi.org/10.1177/23409444231166717. First published online April 28, 2023
2023
Carbonell, P., & Rodriguez-Escudero, A. I. (2020). The effect of transactive memory systems on job stress of new product development teams: Moderating effects of project complexity and technological turbulence. IEEE Transactions on Engineering Management, 69(4), 1432-1446.
2022
Carbonell, P., and Rodriguez-Escudero A.I. (2019). The dark side of team social cohesion in NPD team boundary spanning. Journal of Product Innovation Management. 36(2), 149-171.
2019
Carbonell, P., and Rodriguez-Escudero A.I. (2016) The effects of decentralization in strategy-making and national culture on NPD portfolio planning, Journal of Product Innovation Management, Volume 33, Issue S1, December, pp. 101–116
2016
Carbonell, P., and Rodriguez-Escudero A.I. (2016) The individual and joint effect of process control and process-based rewards on new product performance and job satisfaction. BRQ Business Research Quarterly 19(1), pp: 26-39.
2016
Carbonell, P., and Rodriguez-Escudero A.I. (2015) . The negative effect of team prior experience and technological turbulence on new service development projects with customer involvement, European Journal of Marketing, 49; 3/4, 278-301.
2015
Carbonell, P., and Rodriguez-Escudero A.I. (2014) , “Antecedents and consequences of using information from customer involved in new service development”, Journal of Business and Industrial Marketing, Vol. 29 No. 2, pp.112 - 122
2014
Carbonell, P., and Rodriguez-Escudero A.I. (2013) , “Management control, role expectations and job satisfaction of new product development teams: The moderating effect of participative decision-making”. Industrial Marketing Management, February, 42(2), 248-259.
2013
Carbonell, P.; Rodriguez-Escudero A.I., Pujari A (2012), “Performance effects of involving lead users and close customers in new service development.” Journal of Services Marketing, 26(7), pp. 497-509.
2012
Rodriguez-Pinto, J., Carbonell, P. Rodriguez-Escudero, A. (2011). “Speed or Quality? How order of market entry influences the relationship between market orientation and new product performance.” International Journal of Research in Marketing, 28(2), June, pp. 145-154.
2011
Carbonell, P.; Rodriguez A. (2010) The effect of market orientation on innovation speed and new product performance, Journal of Business and Industrial Marketing, 25(7): 501 - 513.
2010
Rodriguez-Escudero, A., Carbonell, P., Munuera J.L. (2010) , The effect of role conflict, role ambiguity and pressure for performance on NPD team’s job satisfaction and performance outcomes. Journal of Product Innovation Management, 27(6): 856-868.
2010
Carbonell, P.; Rodriguez A, Pujari A. (2009) . Customer involvement in new service development: An examination of antecedents and outcomes, Journal of Product Innovation Management, 26(5), September: 536-550.
2009
Carbonell, P.; Rodriguez A. (2009) . Relationships among team’s organizational context, innovation speed and technological uncertainty: An empirical analysis, Journal of Engineering and Technology Management, 26 (March/June): 28-45.
2009
Munuera JL., Rodriguez A., Carbonell, P. (2008) , Analysis of the effect of corporate culture and commitment on the performance of international new product development programs. ICE Revista de Economía, 842 (May-June): 157-175.
2008
Carbonell P., Rodriguez A. (2006) . Accelerating new product development: The role of uncertainty, Universia Business Review, 11 (July-Sep): 92-103.
2006
Carbonell P., Rodriguez A. (2006) Designing teams for speedy product development: The moderating effect of technological complexity. Journal of Business Research, 59 (2): 225-232.
2006
Carbonell P., Rodriguez A. (2006) . The impact of market characteristics and innovation speed on perceptions of positional advantage and new product performance. International Journal of Research in Marketing, 1(March):1-12.
2006
Carbonell P., Munuera J., Rodriguez A. (2004) , Criteria employed for no/no-go decisions when developing successful highly innovative products, Industrial Marketing Management, 33 (4), May, 307-316.
2004
Carbonell P., Rodriguez A., Munuera J., (2004). Technology newness and impact of go/no-go criteria on new product success. Marketing Letters, 15 (2-3), July-October: 81-97.
2004
Carbonell, P., Munuera J., Rodriguez A. (2001) , New product development processes: A taxonomy of the stage-gate system models. Revista Española de Investigación de Marketing ESIC, 5(1-2): 71-90.
2001
Current Courses
Term
Course Number
Section
Title
Type
Winter 2025
AP/ADMS4235 3.0
M
New Product Management
LECT
Winter 2025
AP/ADMS3220 3.0
M
Applied Marketing Management
LECT
Prof. Carbonell has extensive research expertise in the areas of new product/service development, new product launch, and the management of product development teams. Her current research interests include adoption, discontinuation and use of new technologies in developed and base-of-the-pyramid (BOP) markets and the use of virtual influencers for marketing purposes.
Dr. Pilar Carbonell received her PhD in Marketing, M.A. in International Business, and Honors Business Administration degrees from the University of Murcia, Spain. Prof. Carbonell’s research focuses on new product/service development, new product launch and the management of product development teams. Her current research interests include boundary-spanning activities of new product teams, adoption, use and discontinuation of new technologies in developed and base-of-the-pyramid (BOP) markets, and the use of virtual influencers and chatbots for marketing purposes. Professor Carbonell's research has been presented at international conferences and published in international leading journals such as Industrial Marketing Management, Marketing Letters, Journal of Business Research, International Journal of Research in Marketing, Creativity and Innovation Management, IEE Transactions in Engineering Management and Journal of Product Innovation Management. Pilar is a member of the Journal of Product Innovation Management review board.
Degrees
PhD, University of Murcia, Spain
MA, University of Murcia, Spain
Research Interests
New product development management, Adoption of New Technologies, Application of New Technologies in Marketing,
Marketing
All Publications
Journal Articles
Publication
Year
Murtaza, Z., Sharma, I.; Carbonell, P. (2024). “Examining chatbot usage intention in a service encounter: Role of task complexity, communication style, and brand personality”, Technological Forecasting & Social Change
2024
Carbonell, P.; Rodriguez-Escudero, A. I. (2023). Boosting the confidence of new product development teams: The role of team boundary spanning, team size and functional diversity. Creativity and Innovation Management, 32(1), 100-116; http://doi.org/10.1111/caim.12532
2023
Carbonell, P., & Rodriguez Escudero, A. I. (2023). Understanding the effect of boundary spanning activities on team identification in new product development teams. BRQ Business Research Quarterly. https://doi.org/10.1177/23409444231166717. First published online April 28, 2023
2023
Carbonell, P., & Rodriguez-Escudero, A. I. (2020). The effect of transactive memory systems on job stress of new product development teams: Moderating effects of project complexity and technological turbulence. IEEE Transactions on Engineering Management, 69(4), 1432-1446.
2022
Carbonell, P., and Rodriguez-Escudero A.I. (2019). The dark side of team social cohesion in NPD team boundary spanning. Journal of Product Innovation Management. 36(2), 149-171.
2019
Carbonell, P., and Rodriguez-Escudero A.I. (2016) The effects of decentralization in strategy-making and national culture on NPD portfolio planning, Journal of Product Innovation Management, Volume 33, Issue S1, December, pp. 101–116
2016
Carbonell, P., and Rodriguez-Escudero A.I. (2016) The individual and joint effect of process control and process-based rewards on new product performance and job satisfaction. BRQ Business Research Quarterly 19(1), pp: 26-39.
2016
Carbonell, P., and Rodriguez-Escudero A.I. (2015) . The negative effect of team prior experience and technological turbulence on new service development projects with customer involvement, European Journal of Marketing, 49; 3/4, 278-301.
2015
Carbonell, P., and Rodriguez-Escudero A.I. (2014) , “Antecedents and consequences of using information from customer involved in new service development”, Journal of Business and Industrial Marketing, Vol. 29 No. 2, pp.112 - 122
2014
Carbonell, P., and Rodriguez-Escudero A.I. (2013) , “Management control, role expectations and job satisfaction of new product development teams: The moderating effect of participative decision-making”. Industrial Marketing Management, February, 42(2), 248-259.
2013
Carbonell, P.; Rodriguez-Escudero A.I., Pujari A (2012), “Performance effects of involving lead users and close customers in new service development.” Journal of Services Marketing, 26(7), pp. 497-509.
2012
Rodriguez-Pinto, J., Carbonell, P. Rodriguez-Escudero, A. (2011). “Speed or Quality? How order of market entry influences the relationship between market orientation and new product performance.” International Journal of Research in Marketing, 28(2), June, pp. 145-154.
2011
Carbonell, P.; Rodriguez A. (2010) The effect of market orientation on innovation speed and new product performance, Journal of Business and Industrial Marketing, 25(7): 501 - 513.
2010
Rodriguez-Escudero, A., Carbonell, P., Munuera J.L. (2010) , The effect of role conflict, role ambiguity and pressure for performance on NPD team’s job satisfaction and performance outcomes. Journal of Product Innovation Management, 27(6): 856-868.
2010
Carbonell, P.; Rodriguez A, Pujari A. (2009) . Customer involvement in new service development: An examination of antecedents and outcomes, Journal of Product Innovation Management, 26(5), September: 536-550.
2009
Carbonell, P.; Rodriguez A. (2009) . Relationships among team’s organizational context, innovation speed and technological uncertainty: An empirical analysis, Journal of Engineering and Technology Management, 26 (March/June): 28-45.
2009
Munuera JL., Rodriguez A., Carbonell, P. (2008) , Analysis of the effect of corporate culture and commitment on the performance of international new product development programs. ICE Revista de Economía, 842 (May-June): 157-175.
2008
Carbonell P., Rodriguez A. (2006) . Accelerating new product development: The role of uncertainty, Universia Business Review, 11 (July-Sep): 92-103.
2006
Carbonell P., Rodriguez A. (2006) Designing teams for speedy product development: The moderating effect of technological complexity. Journal of Business Research, 59 (2): 225-232.
2006
Carbonell P., Rodriguez A. (2006) . The impact of market characteristics and innovation speed on perceptions of positional advantage and new product performance. International Journal of Research in Marketing, 1(March):1-12.
2006
Carbonell P., Munuera J., Rodriguez A. (2004) , Criteria employed for no/no-go decisions when developing successful highly innovative products, Industrial Marketing Management, 33 (4), May, 307-316.
2004
Carbonell P., Rodriguez A., Munuera J., (2004). Technology newness and impact of go/no-go criteria on new product success. Marketing Letters, 15 (2-3), July-October: 81-97.
2004
Carbonell, P., Munuera J., Rodriguez A. (2001) , New product development processes: A taxonomy of the stage-gate system models. Revista Española de Investigación de Marketing ESIC, 5(1-2): 71-90.
