The R&D‐Marketing Interface in High‐Technology Firms
研究了高科技企业中研发与营销部门之间的合作障碍，发现双方对合作内容存在分歧，且研发部门更不愿合作。
It has become part of the traditional wisdom that good relationships between the R&D and marketing departments are essential for effective new product development. But in so many firms it still just doesn't happen. How come? In this article, three pragmatic researchers, Professors Gupta, Raj, and Wilemon, take another look at what causes the significant barriers that exist at the interface of two of the key product innovation functions. What they discover is disagreement between marketing and R&D people about what they should do together. They also find that R&D people are the more reluctant cooperators. They draw some interesting opinions from the parties as to why the barriers exist.