Sales, Marketing, and Research-and-Development Cooperation Across New Product Development Stages: Implications for Success

• Published in: Journal of marketing Vol. 74; no. 5; pp. 80 - 92
• Main Authors: Ernst, Holger, Hoyer, Wayne D., Rübsaamen, Carsten
• Format: Journal Article
• Language: English
• Published: Chicago SAGE PUBLICATIONS, INC 01.09.2010
• Subjects: Cooperation; Marketing; Product development; R&D; Research & development; Sales; Studies; Success

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 organizati...