TY  - CHAP
AB  - How can companies best integrate their marketing function with research and development? As product life-cycles and development cycles become ever shorter, and as increasing proportions of R&D are outsourced, linking the marketplace with the laboratory becomes both crucially important and increasingly difficult, especially for trans-national companies whose R&D sites are distant from markets and marketing operations. This case study examines the integration of marketing and R&D in the context of the free IBM Internet software, “Mapuccino”TM (available at IBM's corporate Website and known internally as “WebCutter”), developed at IBM's Haifa Research Laboratory in Israel.
VL  - 9
SN  - 978-1-84950-043-2, 978-0-76230-633-6/1069-0964
DO  - 10.1016/S1069-0964(00)09007-4
UR  - https://doi.org/10.1016/S1069-0964(00)09007-4
AU  - Horwitch Mel
AU  - Grupp Hariolf
AU  - Maital Shlomo
AU  - Dopelt Galit
AU  - Sobel Galit
ED  - Arch G. Woodside
PY  - 2001
Y1  - 2001/01/01
TI  - Global integration of marketing and R&D: IBM'S Haifa Research Laboratory and its “WebCutter” technology
T2  - Getting Better at Sensemaking
T3  - Advances in Business Marketing and Purchasing
PB  - Emerald Group Publishing Limited
SP  - 203
EP  - 214
Y2  - 2024/04/26
ER  -