pilarc


Pilar Carbonell-Foulquie

Photo of Pilar Carbonell-Foulquie

School of Administrative Studies

Professor

Office: Atkinson College, 238
Phone: 416-736-2100 Ext: 66303
Email: pilarc@yorku.ca

Accepting New Graduate Students


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
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.

2001


Current Courses

Term Course Number Section Title Type
Fall 2024 AP/ADMS4235 3.0 A New Product Management LECT
Fall 2024 AP/ADMS3220 3.0 A Applied Marketing Management LECT


Upcoming Courses

Term Course Number Section Title Type
Winter 2025 AP/ADMS3220 3.0 M Applied Marketing Management LECT
Winter 2025 AP/ADMS4235 3.0 M New Product 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.

2001


Current Courses

Term Course Number Section Title Type
Fall 2024 AP/ADMS4235 3.0 A New Product Management LECT
Fall 2024 AP/ADMS3220 3.0 A Applied Marketing Management LECT


Upcoming Courses

Term Course Number Section Title Type
Winter 2025 AP/ADMS3220 3.0 M Applied Marketing Management LECT
Winter 2025 AP/ADMS4235 3.0 M New Product Management LECT