R&D Marketing Integration in New Product Development: The Case of the Telecommunications Industry in Malaysia (Preliminary Findings)
Abstract
Developing new products in a complex environment, such as in the telecommunications industry, involves significant integrated effort-particularly between that of R&D and Marketing. The failure to integrate R&D and Marketing in new product development can result in over-designed, over-priced, and either obsolete or radically-advanced products with little customer value. This paper attempts to offer insights into R&D and Marketing integration in. the telecommunications industry in Malaysia. In general, only a few telecommunication companies have achieved effective R&D-Marketing integration which is significant in certain areas requiring the integration.
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Published
01-12-1997
How to Cite
Bojei, J. (1997). R&D Marketing Integration in New Product Development: The Case of the Telecommunications Industry in Malaysia (Preliminary Findings). Malaysian Management Journal, 2(2), 93–104. Retrieved from https://e-journal.uum.edu.my/index.php/mmj/article/view/8550
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