A cross-national investigation of the R&D-marketing interface in the product innovation process

X.M. Song, R.J. Thieme

Research output: Contribution to journalArticleAcademicpeer-review

106 Citations (Scopus)
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Abstract

Managing the interface between R&D and marketing is a critical element of successful new product development programs. The purpose of this research is twofold. First, we develop testable hypotheses from a theoretical model of cross–functional team management in the product innovation process based on the seminal work of Gupta, Raj, and Wilemon. We test the hypotheses using data collected from 376 U.S., 292 Chinese, and 279 Japanese firms. Second, we uncover and highlight similarities and differences in cross-functional involvement between marketing and R&D in the product innovation process across these three countries. The results generally provide overall support for the model and reveal some surprising cross-national differences. Keywords: Product innovation; Cross-functional team; Structural equations modeling; Cross-national research
Original languageEnglish
Pages (from-to)308-322
Number of pages15
JournalIndustrial Marketing Management
Volume35
Issue number3
DOIs
Publication statusPublished - 2006

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