The Library
The R&D‐marketing interface and new product entry strategy
Tools
Wang, Qing and Montaguti, Elisa (2002) The R&D‐marketing interface and new product entry strategy. Marketing Intelligence & Planning, 20 (2). pp. 82-85. doi:10.1108/02634500210418491 ISSN 0263-4503.
Research output not available from this repository.
Request-a-Copy directly from author or use local Library Get it For Me service.
Official URL: http://dx.doi.org/10.1108/02634500210418491
Abstract
In this paper, we postulate that a balanced input from R&D and marketing improves the entry strategy selection process. While doing so, we focus our attention on two dimensions: magnitude of investment and timing of entry. On the basis of the literature and empirical studies, we have developed a conceptual framework and defined measures for the desired level of the R&D/marketing interface. This framework contributes to the literature on the R&D/marketing interface by spelling out the interaction between the R&D/marketing interface and entry strategy decision on new product performance. It also adds to the literature on new product introduction by focusing on the determinants of entry strategy and their impact on new product performance.
Item Type: | Journal Article | ||||
---|---|---|---|---|---|
Divisions: | Faculty of Social Sciences > Warwick Business School > Marketing & Strategic Management Faculty of Social Sciences > Warwick Business School |
||||
Journal or Publication Title: | Marketing Intelligence & Planning | ||||
Publisher: | Emerald Group Publishing Limited | ||||
ISSN: | 0263-4503 | ||||
Official Date: | 2002 | ||||
Dates: |
|
||||
Volume: | 20 | ||||
Number: | 2 | ||||
Page Range: | pp. 82-85 | ||||
DOI: | 10.1108/02634500210418491 | ||||
Status: | Peer Reviewed | ||||
Publication Status: | Published | ||||
Access rights to Published version: | Restricted or Subscription Access |
Request changes or add full text files to a record
Repository staff actions (login required)
View Item |