TY  - JOUR
AB  - 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.
VL  - 5
IS  - 2
SN  - 0887-6045
DO  - 10.1108/08876049110035558
UR  - https://doi.org/10.1108/08876049110035558
AU  - Gupta Ashok K.
AU  - Rogers Everett M.
PY  - 1991
Y1  - 1991/01/01
TI  - Internal Marketing: Integrating R&D and Marketing
Within the Organization
T2  - Journal of Services Marketing
PB  - MCB UP Ltd
SP  - 55
EP  - 68
Y2  - 2024/04/23
ER  -