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Information transfer between RandD and marketing: communication frequency, channel selection and information content and evaluation

Author: De Meyer, Arnoud ; Moenaert, Rudy ; Deschoolmeester, Dirk ; Souder, William E.INSEAD Area: Technology and Operations ManagementIn: Journal of Scientific and Industrial Research, vol. 50, 1991 Language: EnglishDescription: p. 727-737.Type of document: INSEAD ArticleNote: Please ask us for this itemAbstract: It has repeatedly been argued in the theoretical as well as in the empirical literature on innovation management, that the interface between RandD and marketing has a strong effect on innovation success. The present article reports on an empirical study in 40 Belgian companies, in which 80 product innovation projects have been studied. The research focuses on cross-functional interpersonal communication behaviours between project team members. The data analysis relies on 386 responses from marketing and RandD respondents that have been involved with one of the 80 projects. The communication frequency between RandD and marketing, the selection of communication channels, the content of the information exchanged, and the evaluation of information received are discussed in this paper
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It has repeatedly been argued in the theoretical as well as in the empirical literature on innovation management, that the interface between RandD and marketing has a strong effect on innovation success. The present article reports on an empirical study in 40 Belgian companies, in which 80 product innovation projects have been studied. The research focuses on cross-functional interpersonal communication behaviours between project team members. The data analysis relies on 386 responses from marketing and RandD respondents that have been involved with one of the 80 projects. The communication frequency between RandD and marketing, the selection of communication channels, the content of the information exchanged, and the evaluation of information received are discussed in this paper

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