The International Center for Research on the Management of Technology Integrating R & D and Marketing : A Review and Analysis of the Literature

@inproceedings{GriffinTheIC,
  title={The International Center for Research on the Management of Technology Integrating R & D and Marketing : A Review and Analysis of the Literature},
  author={Abbie Griffin and John R. Hauser}
}
The trend toward leaner, flatter organizations enhances the need for communication and cooperation between the marketing and the R&D functions. This paper reviews evidence of the need for integrative communication and cooperation, research on the barriers to integration, and extant models to study integration. We summarize this research and these models with a causal map to organize research on integration at the new-product project-level. Within this framework we review research on the methods… CONTINUE READING
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