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

Author

Rudy K. Moenaert
William E. Souder
Arnoud De Meyer, Singapore Management UniversityFollow
Dirk Deschoolmeester

Publication Type

Journal Article

Version

acceptedVersion

Publication Date

1-1994

Abstract

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.

Keywords

Research and development, marketing, Industries, product innovation

Discipline

Business Administration, Management, and Operations | Marketing | Technology and Innovation

Research Areas

Operations Management

Publication

Journal of Product Innovation Management

Volume

11

Issue

1

First Page

31

Last Page

45

ISSN

0737-6782

Identifier

10.1016/0737-6782(94)90117-1

Publisher

Elsevier

Citation

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.
Available at: https://ink.library.smu.edu.sg/lkcsb_research/4121

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.

Additional URL

https://doi.org/10.1016/0737-6782(94)90117-1