The relationship between product innovation marketing orientation and R&D marketinginterface management: An empirical research

Abstract

Abstract: Based on the theoretical researches and the data collected from China's manufacturing enterprises, the relationship between product innovation marketing orientation and the management level of R&D marketing interface is studied. The empirical results suggest that the product innovation marketing orientation positively affects R&D marketing interface management in the early stages of a product innovation project, however the positive effects of product innovation marketing orientation on R&D marketing interface management in the late stages of product innovation project is insignificant. Finally, theoretical and managerial implications are also discussed.

Key words: product innovation, marketing orientation, R&D marketing interface management

CLC Number:

F204

Chen Qi, Zhang Yongsheng. The relationship between product innovation marketing orientation and R&D marketinginterface management: An empirical research[J]. Science Research Management, 2013, 34(1): 79-84,93.

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