The Nature Of R&D-Marketing Integration In Chinese High-Tech Companies
AbstractThis study offers continued insight into R&D-marketing integration with particular attention to the Chinese context. Examining the responses of 200 Chinese R&D and marketing managers, an exploratory investigation of marketing and R&D integration in Chinese high technology firms was undertaken. Study results find that Chinese high technology firms with higher levels of achieved integration perform better. It was also found that R&D involvement in screening new product ideas, designing communication strategies for the customers of new products, training users of new products and analysing customer needs appear to be top priorities for R&D integration in Chinese companies. These and other results are compared to prior findings in US and Japanese samples to support general propositions for R&D-marketing integration. We offer explanations for the results and discuss theoretical development of the R&D-marketing integration construct. Future research considerations are presented to spur continued focus in this area.
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Bibliographic InfoArticle provided by World Scientific Publishing Co. Pte. Ltd. in its journal International Journal of Innovation Management.
Volume (Year): 14 (2010)
Issue (Month): 01 ()
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Web page: http://www.worldscinet.com/ijim/ijim.shtml
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