IMPROVING RESEARCH-AND-DEVELOPMENT MARKETING RELATIONS - R-AND-DS PERSPECTIVE

被引：49

作者：

GUPTA, AK ^{[1
]}

WILEMON, D ^{[1
]}

机构：

[1] SYRACUSE UNIV,SCH MANAGEMENT,SYRACUSE,NY 13244

来源：

R & D MANAGEMENT | 1990年 / 20卷 / 04期

关键词：

D O I：

10.1111/j.1467-9310.1990.tb00718.x

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Abstract Successful product innovation hinges on close R&D/marketing relationships, especially in technology‐based organizations. However, there is evidence that linkage problems are common and when they are not overcome failure is the usual result. R&D's perspective on what R&D, marketing and senior management can do to improve their relationship with marketing is presented. The recommendations are based on suggestions from R&D directors involved in new product development efforts in 83 technology‐based companies. Also presented is how the need for integration has changed over time and where it is going in the future. Copyright © 1990, Wiley Blackwell. All rights reserved

引用

页码：277 / 290

页数：14

共 18 条

[1]

BOWER JL, 1988, HARVARD BUSINESS NOV, P110

[2]

COHEN AB, 1988, RES TECHNOL MANAGE, V31, P47

[3] THE CREDIBILITY COOPERATION CONNECTION AT THE R-AND-D-MARKETING INTERFACE [J].