Sous embargo jusqu'au 09/06/2018.
Version: Author's accepted manuscript
Article: article from journal or magazin.
The Contingent Roles of R&D-Sales versus R&D-Marketing Cooperation in New Product Development of Business-to-Business Firms
International Journal of Research in Marketing
This investigation explores the effectiveness of R&D–marketing cooperation as compared to R&D–sales cooperation for new-product development under different market and organizational circumstances in business-to-business settings. Using a cross-industry dyadic data set of 230 industrial firms, we show that the effects of R&D–marketing and R&D–sales cooperation on new-product advantage vary significantly, depending on the velocity of the market environment, company strategy, and R&D characteristics. Specifically, R&D–marketing cooperation exhibits a stronger association with new-product advantage if firms follow a cost leadership strategy, if R&D holds high power levels regarding new-product decisions, and if R&D collectivism is strongly pronounced. Conversely, R&D–sales cooperation exhibits a stronger effect on new-product advantage if technological turbulence is pronounced in the market, if the firm follows a differentiation strategy, and if R&D is influential in firm-wide budgeting decisions. These results may help firms decide which R&D cooperation type might be encouraged to maximize innovation success in a given situation.
Sales, Marketing, Research and development, Cross-functional cooperation, New-product development
Web of science
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