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

• Main Authors: Moenaert, Rudy K., Souder, William E., De Meyer, Arnoud, Deschoolmeester, Dirk
• 格式: text
• 語言: English
• 出版: Institutional Knowledge at Singapore Management University 1994
• 主題: Research and development; marketing; Industries; product innovation; Business Administration, Management, and Operations; Marketing; Technology and Innovation
• 在線閱讀: 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
• 機構: 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 comp...