R&D Marketing Integration in New Product Development: The Case of the Telecommunications Industry in Malaysia (Preliminary Findings)

Pengarang

  • Jamil Bojei Universal Putra Malaysia Selangor, Malaysia

DOI:

https://doi.org/10.32890/mmj1997.2.2.8

Kata kunci:

R&D, marketing, integrated effort, R&D-Marketing integration, new product

Abstrak

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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Muat turun

Diterbitkan

1997-12-01

Terbitan

Jil. 2 No. 2 (1997): Malaysian Management Journal (MMJ) Vol. 2 No. 2 Dec 1997

Bahagian

Articles

Cara Memetik

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. https://doi.org/10.32890/mmj1997.2.2.8

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