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Managing Relations Between R&D and Marketing in New Product Development Projects
Author(s) -
Souder William E.
Publication year - 1988
Publication title -
journal of product innovation management
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 2.646
H-Index - 144
eISSN - 1540-5885
pISSN - 0737-6782
DOI - 10.1111/1540-5885.510006
Subject(s) - business , new product development , marketing , product (mathematics) , interface (matter) , process management , computer science , mathematics , bubble , maximum bubble pressure method , parallel computing , geometry
This article examines the R&D/marketing interface conditions found within an extensive data base of new product development innovation projects. The incidence of different types of problems between these two important functions are analyzed and the effects of these observations on project outcomes are discussed. The article contains a number of recommendations for increasing the success rates of innovation projects by using a model that improves conditions at the R&D/marketing interface.