The R&Dmarketing interface and new product entry strategy

  • Wang Q
  • Montaguti E
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Abstract

In this paper, we postulate that a balanced input from R&D and marketing improves the entry strategy selection process. While doing so, we focus our attention on two dimensions: magnitude of investment and timing of entry. On the basis of the literature and empirical studies, we have developed a conceptual framework and defined measures for the desired level of the R&D/marketing interface. This framework contributes to the literature on the R&D/marketing interface by spelling out the interaction between the R&D/marketing interface and entry strategy decision on new product performance. It also adds to the literature on new product introduction by focusing on the determinants of entry strategy and their impact on new product performance.

Author-supplied keywords

  • Market entry
  • Marketing strategy
  • New product development
  • R&D

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Authors

  • Qing Wang

  • Elisa Montaguti

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