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The effect of R&D-marketing integration on NPD success – the case of SMEs in the growing economy of Slovenia

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This paper investigates the effect of R&D-marketing integration in small and medium sized enterprises (SMEs) in growing economies. In particular, the effects of integration mechanisms (formalisation, centralisation and organisational climate) on cross-functional integration gap and new product development (NPD) success are analysed. Data from Slovenian SMEs were collected through a questionnaire survey. The effect of R&D-marketing integration on NPD success was analysed with factor analysis, correlations analysis and partial least square analysis. The results of the study demonstrate similar effects of organisational climate on the cross-functional integration gap and NPD success in Slovenia as reported in Western countries. Significant direct effects of formalisation and organisational climate on NPD success are also found. Centralisation, however, has no significant effect, neither on the cross-functional integration gap nor on NPD success. This study contributes to R&D-marketing integration research by providing a modified set of integration mechanisms effects on R&D-marketing integration and NPD success for SMEs. The model can be applied to SMEs in growing economies for the assessment of R&D-marketing integration in order to increase NPD success.

Keywords: R&D-marketing integration, cross-functional integration gap, NPD success, SMEs, Slovenia

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