search query: @author Gupta, A. K. / total: 17
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| Author: | Gupta, A. K. Wilemon, D. |
| Title: | Why R and D resists using marketing information. (R and D = research and development |
| Journal: | Research Management
1988 : NOV-DEC, VOL. 31:6, p.36-41 |
| Index terms: | R&D MARKETING INFORMATION NEW PRODUCTS MARKETS PRODUCT DEVELOPMENT |
| Language: | eng |
| Abstract: | An effective dialogue between R&D (research and development) and marketing is essential for developing and introducing new products. It is particularly critical for technology-intensive companies because of rapid market changes and the high cost of product innovation. R and D and marketing need to get involved in all stages of the new product development process and share information on key issues. R&D managers want objective information which helps in designing products without stifling creativity. They also demand accurate information to evaluate customer needs, technology and competition. A great deal of improvement is needed in the quality of marketing information. |
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