The R&D-marketing interface in high-technology firms

Abstract

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.