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The R&D/marketing interface: Results from an empirical study of innovation projects

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2 Author(s)
Souder, W.E. ; Dept. of Industrial Engng., Univ. of Pittsburgh, Pittsburgh, PA, USA ; Chakrabarti, A.K.

Explores the effect of organizational factors which characterize the interface between marketing and R&D, with respect to the innovation process. The basic premise is that the degree of collaboration/integration between functional units, such as marketing and R&D, has a profound influence on the success/failure outcome of innovation projects in industrial settings. Several important variables which influence the quality of the R&D/marketing interface are defined. These variables are related in an overall model which identifies several actions managers can take to improve the quality of the interface.

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Engineering Management, IEEE Transactions on  (Volume:EM-25 ,  Issue: 4 )