Internal Marketing: Integrating R&D and Marketing Within the Organization
Ashok K. Gupta
(Professor of Marketing in the College of Business Administration at Ohio University, Athens. He holds a B.Tech. in Mechanical Engineering from the Indian Institute of Technology, Kanpur, India, and an MBA and Ph.D. from Syracuse University.)
Everett M. Rogers
(Walter H. Annenberg Professor of Communication at the Annenberg School of Communications, University of Southern California, Los Angeles.)
Abstract
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.
Keywords
Citation
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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:MCB UP Ltd
Copyright © 1991, MCB UP Limited
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