A cross-national investigation of the R&D-marketing interface in the product innovation process |
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Authors: | Michael Song [Author Vitae] R Jeffrey Thieme [Author Vitae] |
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Affiliation: | a Charles N. Kimball, MRI/Missouri Endowed Chair in Management of Technology and Innovation and Professor of Marketing 318 Bloch School, University of Missouri-Kansas City, 5110 Cherry Street, Kansas City, MO 64110-2499, USA b Department of Marketing and Supply Chain Management, 302 Fogelman College Administration Building, University of Memphis, Memphis, Tennessee 38152-3120, USA |
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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. |
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Keywords: | Product innovation Cross-functional team Structural equations modeling Cross-national research |
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