A contingency model for studying R&D-marketing integration in NPD context
by Iuan-yuan Lu, Tsun-jin Chang
International Journal of Technology Management (IJTM), Vol. 24, No. 2/3, 2002

Abstract: For studying R&D-marketing integration in new product development (NPD) context, a contingency model and eight hypotheses are developed, in which a contingency framework is proposed to cover the interfunctional integrative mechanisms, the interface relationships between R&D and marketing during NPD processes, and the moderating effects of three situational factors. These hypotheses are empirically tested in a survey study involving 42 NPD teams from 105 firms in widely varying industries in Taiwan. In all, 126 usable responses were gathered from the team leader, R&D and marketing manager at each team, representing an effective response rate of 40%. The results indicate that the five inter-functional climate mechanisms proposed in this study will contribute to R&D-marketing integration in NPD teams. The results also suggest that, to facilitate R&D-marketing integration, the effect of team formalisation could be the dominant of the various situational factors, and the perceived level of R&D-marketing integration relates positively to the team formalisation. On the other hand, under the moderating influences of the various situational factors, the effect of centralisation on R&D-marketing integration is divergent. However, the R&D-marketing integration of Defender teams is correlated negatively with the degree of team centralisation in the initial stages of NPD. Finally, it could be determined whether the Prospector teams belong to high-tech firms or not, the perceived level of R&D-marketing integration and of integrative mechanisms being higher than that of Defender teams.

Online publication date: Thu, 10-Jul-2003

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Technology Management (IJTM):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com