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 whic...