R&D–Marketing Integration Mechanisms, Communication Flows, and Innovation Success |
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Authors: | Rudy K Moenaert William E Souder Arnoud De Meyer Dirk Deschoolmeester |
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Abstract: | Rudy Moenaert, William Souder, Arnoud De Meyer, and Dirk Deschoolmeester report the results of their study of forty technologically innovative Belgian companies to examine the interaction between marketing and R&D. They studied one commercially successful and one commercially unsuccessful technological product innovation project in each participating company and collected data from one marketing and one R&D respondent per project. Communication flows between marketing and R&D are increased under conditions involving formalization of projects, decentralization, positive interfunctional climate, and role flexibility. |
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