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| Author: | Rein, G. L. |
| Title: | Creating synergy between marketing and research and development |
| Journal: | Journal of Product Innovation Management
2004 : JAN, VOL. 21:1, p. 33-43 |
| Index terms: | R&D Marketing management Technological innovation |
| Language: | eng |
| Abstract: | This article describes the changes that a Fortune 500 company made to its product development process to foster synergy between marketing and R&D. The modified process formalized the roles of marketing and R&D at both the front and back ends of the product development process, increasing productive interaction between the groups. The synergy created between marketing and R&D through the new process is credited for enabling the company to complete successfully in a market it never before had entered. |
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