R&D–Marketing Integration Mechanisms, Communication Flows, and Innovation Success
研究了40家比利时科技公司的80个产品创新项目，发现项目正规化、分权、积极的跨职能氛围和角色灵活性会促进研发与营销之间的沟通，进而影响创新成功。
Rudy Moenaert, William Souder, Arnoud De Meyer, and Dirk Deschoolmeester report the results of their study of forty technologically innovative Belgian companies to examine the interaction between marketing and R&D. They studied one commercially successful and one commercially unsuccessful technological product innovation project in each participating company and collected data from one marketing and one R&D respondent per project. Communication flows between marketing and R&D are increased under conditions involving formalization of projects, decentralization, positive interfunctional climate, and role flexibility.