R & D and marketing dialogue in high-tech firms |
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| Authors: | Ashok K. Gupta S.P. Raj David L. Wilemon |
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| Affiliation: | Ashok K. Gupta is an Assistant Professor of Marketing in the College of Business Administration at Ohio University, Athens, Ohio, USA;S.P. Raj is an Associate Professor of Marketing in the School of Management at Syracuse University, USA;David Wilemon is a Professor of Marketing in the School of Management at Syracuse University, USA |
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| Abstract: | 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. |
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| Keywords: | Address correspondence to: Professor Ashok K. Gupta College of Business Administration Ohio University Athens OH 45701 USA. |
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