R & D and marketing dialogue in high-tech firms

Ashok K. Gupta, S. P. Raj, David L. Wilemon

Research output: Contribution to journalArticlepeer-review

102 Scopus citations


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 languageEnglish (US)
Pages (from-to)289-300
Number of pages12
JournalIndustrial Marketing Management
Issue number4
StatePublished - Nov 1985

ASJC Scopus subject areas

  • Marketing


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