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| Author: | Leenders, M. A. A. M. Wierenga, B. |
| Title: | The effectiveness of different mechanisms for integrating marketing and R&D |
| Journal: | Journal of Product Innovation Management
2002 : JUL, VOL. 19:4, p. 305-317 |
| Index terms: | EFFECTIVENESS MARKETING R&D ANALYTICAL REVIEW |
| Language: | eng |
| Abstract: | The integration of marketing and R&D is a major concern for companies that want to improve their new product performance (NPP). For this integration, companies are using mechanisms such as physical proximity, cross- functional teams, and job rotation. This study examines the effectiveness of these mechanisms by developing a model that distinguishes between indirect effects of mechanisms on NPP (i.e., through a higher level of integration) and direct effects. The model is tested with data collected from 148 pharmaceutical companies. The authors were able to measure and compare the effectiveness of seven different integration mechanisms, which produced insights that are interesting and relevant for theory as well as practice. |
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