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
Full text is not in this repository.
Official URL: http://tinyurl.com/yf5krbe
This item is available in the Library Catalogue
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.
|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
|Citations on ISI Web of Science:||2|
|Deposited On:||02 Mar 2010 15:31|
|Last Modified:||17 Mar 2015 18:26|
Repository staff only: item control page
Full text downloads (NB count will be zero if no full text documents are attached to the record)
Downloads per month over the past year