haku: @author Souder, W. / yhteensä: 8
viite: 8 / 8
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| Tekijä: | Moenaert, R. Souder, W. |
| Otsikko: | Context and antecedents of information utility at the R&D/marketing interface |
| Lehti: | Management Science
1996 : NOV, VOL. 42:11, p. 1592-1610 |
| Asiasana: | MANAGEMENT SCIENCE MARKETING R&D |
| Kieli: | eng |
| Tiivistelmä: | The objective of the present study was to develop a comprehensive empirically-based model of the communication interface between R&D and marketing. Following Moenaert and Souder (1990), a causal model of the antecedents of information utility at the R&D/marketing-interface was postulated. A non-experimental critical incident method was used to test the model. The field survey involved 386 team members of 80 new product innovation teams in 40 companies. Path analysis was used to test the causal model. |
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