Business, Management and Accounting
3 years ago

Corporate relationships hindering new product success in today's competitive climate.

Journal of Product & Brand Management
The Interface Between R&D, Marketing, and Marketing Research in New Product‐Development
Edward J. Warren

Paper Summary

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The article discusses how the relationships between R&D, marketing, and market research have worsened in today's competitive business environment. This makes it harder to create successful new products. The researchers outline an ideal program for developing new products, emphasizing the need for a more unified approach. The main goal is to improve the collaboration between different departments to enhance new product development.