R&D-Marketing Integration Mechanisms, Communication Flows, and Innovation Success

R&D-Marketing Integration Mechanisms, Communication Flows, and Innovation Success

The authors report the results of their study of forty technologically innovative Belgian companies to examine the interaction between marketing and R&D. They studied one commercially successful and one commercially unsuccessful technological product innovation project in each participating comp...

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Bibliographic Details
Main Authors: Moenaert, Rudy K., Souder, William E., De Meyer, Arnoud, Deschoolmeester, Dirk
Format: text
Language:English
Published: Institutional Knowledge at Singapore Management University 1994
Subjects:
Research and development
marketing
Industries
product innovation
Business Administration, Management, and Operations
Marketing
Technology and Innovation
Online Access:https://ink.library.smu.edu.sg/lkcsb_research/4121
https://ink.library.smu.edu.sg/context/lkcsb_research/article/5120/viewcontent/R_DMarketingIntegrationMechanisms_1994_JPIM_afv.pdf
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Institution: Singapore Management University
Language: English
Description
Summary:The authors report the results of their study of forty technologically innovative Belgian companies to examine the interaction between marketing and R&D. They studied one commercially successful and one commercially unsuccessful technological product innovation project in each participating company and collected data from one marketing and one R&D respondent per project. Communication flows between marketing and R&D are increased under conditions involving formalization of projects, decentralization, positive inter-functional climate, and role flexibility.

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