Technology and Innovation Commons^™

R&D/Marketing Communication During The Fuzzy Front-End, Rudy K. Moenaert, Arnoud De Meyer, William E. Souder, Dirk Deschoolmeester

Research Collection Lee Kong Chian School Of Business

The planning stage of an innovation project has a great effect on the commercial performance of the project. During the "fuzzy front-end", the organization formulates a concept of the product to be developed, and determines whether or not the organization will invest resources in the concrete development of the idea. The integration of R&D and marketing activities is a necessary condition for success in innovation projects. The research question of this study is: from an information processing perspective, what role does information transfer play in integrating R&D and marketing functions during the planning stage, and what effects do project formalization …