The nature of NPD and role flexibility of R&D/marketing in a fast growing high-tech setting.

Jin, Zhongqi (2001) The nature of NPD and role flexibility of R&D/marketing in a fast growing high-tech setting. R & D Management, 31 (3). pp. 275-285. ISSN 0033-6807

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Abstract

This study investigated the mutual learning process between marketing and R&D in the context of the information and communications technology industry. The relationship between product newness and role flexibility of R&D/marketing was examined via correlation analysis and multiple regression against a stratified sample of 171 new products. The results showed that different aspects of product newness are associated in a different way to role flexibility of R&D/marketing. Management should therefore be aware of such differences when planning their product development portfolio so that effective integration between R&D and marketing can be achieved.

Item Type: Article
Research Areas: A. > Business School > International Management and Innovation
A. > Business School > Marketing, Branding and Tourism
A. > Business School > Strategic Marketing, Consumer Behaviour and Branding/Identity group
ISI Impact: 2
Item ID: 4313
Useful Links:
Depositing User: Mrs Sue Black
Date Deposited: 02 Mar 2010 15:31
Last Modified: 13 Oct 2016 14:17
URI: http://eprints.mdx.ac.uk/id/eprint/4313

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