search query: @indexterm STRATEGIC MANAGEMENT / total: 1889
reference: 81 / 1889
| Author: | Leenders, M.A.A.M Wierenga, B. |
| Title: | The effect of the marketing-R&D interface on new product performance: The critical role of resources and scope |
| Journal: | International Journal of Research in Marketing
2008 : MAR, VOL.25:1 p. 56-68 |
| Index terms: | r&d product development strategic management |
| Freeterms: | strategic scope |
| Language: | eng |
| Abstract: | Even though the integration of marketing with R&D is broadly accepted as a crucial factor in new product launch, this study indicates that the benefits of integration vary from one company to another, as well as the optimal level of integration. The authors research the global pharmaceutical industry as new products have a major role in this particular industry. The findings show that integration is very effective in conjunction with high levels of new product development resources. The effect of interaction between integration and new product development resources is greater for firms with a tuned strategic scope. The authors conclude that the integration and development of marketing-R&D interface gives companies with a narrow strategic scope and less potential resources a competitive leverage of their own. |
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