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Interface of marketing and R&D personnel in the product innovation stream

Interface of marketing and R&D personnel in the product innovation stream Abstract A questionnaire was sent to over 550 different Canadian firms engaged in R&D activity as of the Fall of 1973. One portion of the questionnaire was designed to provide specific information about marketing involvement in the product development stream in Canadian organizations engaged in R&D. Analysis of the resulting data pertaining to: when marketing personnel are and should be brought into the product innovation stream; what level of marketing management is and should be brought into the product innovation stream; and the degree of influence of marketing personnel in product innovation is presented in this paper. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of the Academy of Marketing Science Springer Journals

Interface of marketing and R&D personnel in the product innovation stream

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References (11)

Publisher
Springer Journals
Copyright
1975 Academy of Marketing Science
ISSN
0092-0703
eISSN
1552-7824
DOI
10.1007/BF02729955
Publisher site
See Article on Publisher Site

Abstract

Abstract A questionnaire was sent to over 550 different Canadian firms engaged in R&D activity as of the Fall of 1973. One portion of the questionnaire was designed to provide specific information about marketing involvement in the product development stream in Canadian organizations engaged in R&D. Analysis of the resulting data pertaining to: when marketing personnel are and should be brought into the product innovation stream; what level of marketing management is and should be brought into the product innovation stream; and the degree of influence of marketing personnel in product innovation is presented in this paper.

Journal

Journal of the Academy of Marketing Science – Springer Journals

Published: Dec 1, 1975

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