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

Abstract

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.

Suggested Citation

Di Benedetto, Anthony and Calantone, Roger, Effective Management of the R&D-Marketing Link for Improving New Product Success Rates (1993). Journal of Teaching in International Business, Vol. 5, Nos. 1/2, pp. 77-91, 1993. Available at SSRN: https://ssrn.com/abstract=2011989

Roger Calantone

Michigan State University ( email )

Agriculture Hall
East Lansing, MI 48824-1122
United States

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