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

• 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
• Institution: Singapore Management University

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.