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The Nature Of R&D-Marketing Integration In Chinese High-Tech Companies



    (Manchester Business School, University of Manchester, Booth St. West, Manchester M5 6PB, UK)



    (da Vinci Center for Innovation, Virginia Common Wealth University, P. O. Box 844000 Richmond, VA 23284 - 4000, USA)



    (Manchester Business School, University of Manchester, Booth St. West, Manchester M5 6PB, UK)

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    This 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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    Article provided by World Scientific Publishing Co. Pte. Ltd. in its journal International Journal of Innovation Management.

    Volume (Year): 14 (2010)
    Issue (Month): 01 ()
    Pages: 19-40

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    Handle: RePEc:wsi:ijimxx:v:14:y:2010:i:01:p:19-40
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