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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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
|Depositing User:||Mrs Sue Black|
|Date Deposited:||02 Mar 2010 15:31|
|Last Modified:||01 Dec 2015 17:28|
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