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| Author: | Jin, Z. |
| Title: | The nature of NPD and role flexibility of R&D/marketing in a fast growing high-tech setting |
| Journal: | R. and D. Management
2001 : JUL, VOL. 31:3, p. 275-286 |
| Index terms: | NEW PRODUCTS PRODUCT DEVELOPMENT FLEXIBILITY R&D HIGH TECHNOLOGY |
| Language: | eng |
| 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. |
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