Examines organizational adoption of R&D/marketing integration from a diffusion‐of‐innovations perspective, summarizing findings and concepts gleaned from research. Applies these findings to improve understanding of the problem of integrating R&D and marketing in the new product development environment. Offers managerial recommendations for increased cooperation and communications between the marketing and R&D functions. Presents an agenda for further research.
Gupta, A.K. and Rogers, E.M. (1991), "Internal Marketing: Integrating R&D and Marketing Within the Organization", Journal of Services Marketing, Vol. 5 No. 2, pp. 55-68. https://doi.org/10.1108/08876049110035558
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