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R&D marketing integration in new product development: The case of the telecommunications industry in Malaysia (Preliminary findings)


Bojei, Jamil (1997) R&D marketing integration in new product development: The case of the telecommunications industry in Malaysia (Preliminary findings). Malaysian Management Journal, 2 (2). pp. 93-104. ISSN 0128-6226

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Abstract

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.

Item Type: Article
Uncontrolled Keywords: R&D, marketing, integrated effort, R&D-Marketing integration, new product development, telecommunications industry
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: UNSPECIFIED
Depositing User: Mrs. Norazmilah Yaakub
Date Deposited: 03 Oct 2010 02:02
Last Modified: 28 Jun 2015 01:44
URI: http://repo.uum.edu.my/id/eprint/869

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