Keywords: R&, D and marketing interaction, high technology firms, China
The impact of interaction between R&D and marketing on new product performance: an empirical analysis of Chinese high technology firms
This study investigates empirically the impact of R&D-marketing interaction on new product performance in Chinese high technology firms. R&D-marketing interaction is defined along three dimensions: information exchange, influence, and departmental conflict. Based on data collected from 114 firms in China, the results suggest that information exchange and marketing's influence on product decisions have significantly positive impacts on new product performance. Furthermore, the results show that the impact of R&D-marketing interaction depends on product newness and project formalisation. Research and managerial implications are drawn.