Effective Management of the R&D-Marketing Link for Improving New Product Success Rates
Journal of Teaching in International Business, Vol. 5, Nos. 1/2, pp. 77-91, 1993
Posted: 28 Feb 2012
Date Written: 1993
This article integrates and presents some of the most recent findings in cross-functional integration, and draws managerial lessons and implications from these findings. The article is aimed at the practitioner seeking ways to improve chances of success in new product development, and it stresses the key role an effective R&D-marketing link plays in improving these chances.
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