An Information Transfer Model for Integrating Marketing and R&D Personnel in New Product Development Projects
基于文献综述，提出一个理论网络，将整合机制、跨职能信息传递、不确定性降低和新产品创新成功联系起来，并构建因果框架解释营销与研发间成功信息传递的决定因素。
Marketing and R&D personnel are key actors in the development of new product innovations. Interdependence between the marketing and the R&D functions necessitates integration. Rudy Moenaert and William Souder feel that task specification, structural design and climate orientation are the major integration mechanisms advocated in the literature. Supported by an extensive literature review, they propose a nomological network which interrelates integration mechanisms, interfunctional information transfer, uncertainty reduction and new product innovation success. They develop a causal framework to describe the determinants of successful information transfer between marketing and R&D in the development of technologically new products.