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

Jin, Zhongqi ORCID: https://orcid.org/0000-0002-2881-2188 (2001) The nature of NPD and role flexibility of R&D/marketing in a fast growing high-tech setting. R and D Management, 31 (3) . pp. 275-285. ISSN 0033-6807 [Article] (doi:10.1111/1467-9310.00216)

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
Item ID: 29369
Useful Links:
Depositing User: Zhongqi Jin
Date Deposited: 11 May 2020 18:15
Last Modified: 19 May 2020 22:50
URI: https://eprints.mdx.ac.uk/id/eprint/29369

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