The integration of marketing and R&D in the new product process

Docs en anglais | 5 pages | 28-05-2008 | Format : | Note : Non noté

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Résumé

The objective of this report is to better understand, by analysing academic papers in marketing, the importance of the integration and the interface of Marketing and Research & Development activities in the product innovation process.

A lot of studies have been made to demonstrate the importance of communication between Marketing and Research & Development whiting the creation and the launch of a new product.

Table of contents:

Introduction

1) Innovation process complexity
2) Marketing and R&D; two different identities
3) Abbie Griffin & John Hauser study - comparison of 2 groups
4) Benefice of integrating marketing and R&D
5) How to well integrate - communication efficiency

Conclusion

Recommandations

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