Business Commons^™

Assessment Of Integration In R & D / Marketing Interface Conditions In The New Product Development Process, Pamela A. Hoffman

Theses

This thesis will focus on the relationship between the Research and Development (R&D) and marketing functions as they relate to the new product development process in a corporate setting.

New product development processes are a complex and dynamic series of activities which require a transition in the organization from a hierarchical structure to a colleague-based, horizontal structure. Cross-departmental teams and project management methods lead to shared responsibilities for new products among R&D, manufacturing, and marketing groups.

Research has established that communication problems, goal conflicts, and a lack of openness often characterize the relationship between R&D and marketing. Research has also …