haku: @author Jin, Z. / yhteensä: 2
viite: 2 / 2
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Tekijä: | Jin, Z. |
Otsikko: | The nature of NPD and role flexibility of R&D/marketing in a fast growing high-tech setting |
Lehti: | R. and D. Management
2001 : JUL, VOL. 31:3, p. 275-286 |
Asiasana: | NEW PRODUCTS PRODUCT DEVELOPMENT FLEXIBILITY R&D HIGH TECHNOLOGY |
Kieli: | eng |
Tiivistelmä: | 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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