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171.
Based on an empirical study of more than 200 R & D and marketing managers from high-technology companies, we conclude that (1) there is a great deal of consensus between R & D and marketing managers on the relative importance of the areas requiring integrated efforts; (2) companies successful in their new product program achieve a significantly greater degree of R & D marketing integration; (3) company size does not affect the level of integration achieved; and (4) the companies that achieve a high degree of R & D/ marketing integration do so by concentrating on all 19 areas proposed in the article and do not merely focus on a few key areas. 相似文献
172.
Webrooming is a two-stage shopping process that begins with examining product options online followed by making a purchase at an offline store. In four experiments, we investigate webrooming effects on product evaluation and purchase intentions. The results suggest that webrooming (vs. non-webrooming) has negative impacts on (1) perceived product performance vis-à-vis expectations and (2) purchase intentions for the products offline. Our moderated-mediation analyses show that webrooming leads to lower perceived product performance, which in turn results in lower purchase intentions, and participants’ Need for Touch (NFT) moderates the negative mediation effect, which is stronger with instrumental NFT than autotelic NFT. However, this moderated-mediation effect is attenuated when products are searched across multiple categories. These findings contribute to the marketing literature by providing a more nuanced understanding of how two-stage, webrooming behavior affects consumers’ cognitions and purchase decisions. They also provide several managerial implications that when controlling for time intervals between the stages, (1) webrooming may adversely affect retailers’ business outcomes when webrooming within a single (e.g., blankets), related (e.g., baby products), and unrelated product categories; (2) thus, creating an integrated online-to-offline cross-channel customer experiences is critical to minimize the negative webrooming effects on final sales. 相似文献