Abstract
Based on an empirical study of more than 200 R & D and marketing managers from high-technology companies, we conclude that (1) there is a great deal of consensus between R & D and marketing managers on the relative importance of the areas requiring integrated efforts; (2) companies successful in their new product program achieve a significantly greater degree of R & D marketing integration; (3) company size does not affect the level of integration achieved; and (4) the companies that achieve a high degree of R & D/ marketing integration do so by concentrating on all 19 areas proposed in the article and do not merely focus on a few key areas.
Original language | English (US) |
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Pages (from-to) | 289-300 |
Number of pages | 12 |
Journal | Industrial Marketing Management |
Volume | 14 |
Issue number | 4 |
DOIs | |
State | Published - Nov 1985 |
ASJC Scopus subject areas
- Marketing