An information transfer model for integrating marketing and R&D Personnel in new product development projects
作者： Rudy K. Moenaert , William E. Souder
DOI: 10.1016/0737-6782(90)90052-G
关键词:
摘要: Marketing and R&D personnel are key actors in the development of new product innovations. Interdependence between marketing functions necessitates integration. Rudy Moenaert William Souder feel that task specification, structural design climate orientation major integration mechanisms advocated literature. Supported by an extensive literature review, they propose a nomological network which interrelates mechanisms, interfunctional information transfer, uncertainty reduction innovation success. They develop causal framework to describe determinants successful transfer technologically products.
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