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.
Research and development, marketing, Industries, product innovation
Business Administration, Management, and Operations | Marketing | Technology and Innovation
Journal of Product Innovation Management
Moenaert, Rudy K.; Souder, William E.; De Meyer, Arnoud; and Deschoolmeester, Dirk.
R&D-Marketing Integration Mechanisms, Communication Flows, and Innovation Success. (1994). Journal of Product Innovation Management. 11, (1), 31-45. Research Collection Lee Kong Chian School Of Business.
Available at: http://ink.library.smu.edu.sg/lkcsb_research/4121