Unlocking Effective Information Sharing : A Circular Model for Cross-Functional Collaboration During Product Transitions

In fast-moving consumer goods (FMCG) industries, product transitions and introductions (PTIs) demand seamless cross-functional coordination. Despite significant investments in digital tools and structured planning routines, organizations frequently encounter execution breakdowns during PTIs. This thesis investigates why these failures persist, focusing on the interplay of behavioral, structural, and interpretive mechanisms that hinder effective information sharing. Employing an inductive qualitative case study grounded in the Gioia methodology, the study draws on interviews, internal documents, and email communications from a multinational FMCG firm. Findings indicate that information sharing is not a technical or relational issue alone, but the result of systemic dynamics. The three key findings are: Ownership – lack of clear accountability and follow-up structures undermines execution. Alignment – inconsistent tools, definitions, and timelines create fragmented processes. Communication – symbolic meetings and weak feedback loops erode shared understanding. These dimensions interact recursively, amplifying dysfunction when left unaddressed. The study introduces a circular model that explains how these breakdowns reinforce each other, challenging traditional views that isolate enablers such as trust and system integration. By reconceptualizing information sharing as an emergent organizational capability, this research advances a systems-level understanding of coordination in complex environments and offers a practical diagnostic framework for improving PTI outcomes.