R&D marketing integration in new product development: The case of the telecommunications industry in Malaysia (Preliminary findings).
Malaysian Management Journal, 2 (2).
Developing new products in a complex environment, such as in the telecommunications industry, involves significant integrated effort-particularly between that of R&D and Marketing. The failure to integrate R&D and Marketing in new product development can result in over-designed, over-priced, and either obsolete or radically-advanced products with little customer value. This paper attempts to offer insights into R&D and Marketing integration in the telecommunications industry in Malaysia. In general, only a few telecommunication companies have achieve effetive R&D-Marketing integration which is significant in certain areas requiring the integration.
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