Effects of marketing–manufacturing integration across stages of new product development on performance
Volume: 53, Issue: 8, Pages: 2269 - 2284
Published: Jul 1, 2014
Abstract
Our understanding on the benefits of marketing–manufacturing integration (MMI) across various stages of new product development (NPD) process is limited. Based on the resource-based view of a firm, this study empirically examines the direct and interactive effects of MMI in four stages of NPD process on three dimensions of new product performance. Survey data from 214 completed NPD projects in Chinese manufacturing firms are employed to test the...
Paper Details
Title
Effects of marketing–manufacturing integration across stages of new product development on performance
Published Date
Jul 1, 2014
Volume
53
Issue
8
Pages
2269 - 2284
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