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An Information Transfer Model for Integrating Marketing and R&D Personnel in New Product Development Projects
Author(s) -
Moenaert Rudy K.,
Souder William E.
Publication year - 1990
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 - 10.1111/1540-5885.720091
Subject(s) - new product development , product (mathematics) , business , knowledge management , key (lock) , marketing , process management , task (project management) , nomological network , computer science , systems engineering , engineering , service (business) , geometry , mathematics , computer security
Marketing and R&D personnel are key actors in the development of new product innovations. Interdependence between the marketing and the R&D functions necessitates integration. Rudy Moenaert and William Souder feel that task specification, structural design and climate orientation are the major integration mechanisms advocated in the literature. Supported by an extensive literature review, they propose a nomological network which interrelates integration mechanisms, interfunctional information transfer, uncertainty reduction and new product innovation success. They develop a causal framework to describe the determinants of successful information transfer between marketing and R&D in the development of technologically new products.