Information-transfer between R&D and marketing: Communication frequency, channel selection, and information-content and evaluation

• Main Authors: MOENAERT, Rudy K., DESCHOOLMEESTER, Dirk, SOUDER, William E., DE MEYER, Arnoud Cyriel Leo
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 1991
• Subjects: Marketing; Operations and Supply Chain Management; Technology and Innovation
• Online Access: https://ink.library.smu.edu.sg/lkcsb_research/5476
• Institution: Singapore Management University

It has repeatedly been argued in the theoretical as well as the empirical literature on innovation management, that the interface between R&D and marketing has a strong effect on innovation success. In the present article, we report on an empirical research study in 40 Belgian companies, in which we have studied 80 product innovation projects. The research focuses on cross-functional interpersonal communication behaviours between project team members. The data analysis relies on 386 responses from marketing and R&D respondents that have been involved with one of the 80 projects. The communication frequency between R&D and marketing, the selection of communication channels, the content of the information exchanged, and the evaluation of information received are discussed in this paper.