Sales, Marketing, and Research-and-Development Cooperation Across New Product Development Stages: Implications for Success
Abstract
Prior research has identified the integration of marketing with research and development (R&D) as a key success factor for new product development (NPD). However, prior work has not distinguished the sales and marketing functions, even though they are distinctive departments within an organization. Therefore, the authors extend prior research and examine the effect of cross-functional cooperation among sales, marketing, and R&D on NPD...
Paper Details
Title
Sales, Marketing, and Research-and-Development Cooperation Across New Product Development Stages: Implications for Success
Published Date
Sep 1, 2010
Journal
Volume
74
Issue
5
Pages
80 - 92
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Notes
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