Improving R&D/Marketing relations: R&D's perspective

Abstract

Abstract Successful product innovation hinges on close R&D/marketing relationships, especially in technology‐based organizations. However, there is evidence that linkage problems are common and when they are not overcome failure is the usual result. R&D's perspective on what R&D, marketing and senior management can do to improve their relationship with marketing is presented. The recommendations are based on suggestions from R&D directors involved in new product development efforts in 83 technology‐based companies. Also presented is how the need for integration has changed over time and where it is going in the future.

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