A contingency model for studying R&D-marketing integration in NPD context

For studying RD. The results indicate that the five inter-functional climate mechanisms proposed in this study will contribute to R&D-marketing integration in NPD teams. The results also suggest that, to facilitate R&D-marketing integration, the effect of team formalisation could be the dominant of the various situational factors, and the perceived level of R&D-marketing integration relates positively to the team formalisation. On the other hand, under the moderating influences of the various situational factors, the effect of centralisation on R&D-marketing integration is divergent. However, the R&D-marketing integration of Defender teams is correlated negatively with the degree of team centralisation in the initial stages of NPD. Finally, it could be determined whether the Prospector teams belong to high-tech firms or not, the perceived level of R&D-marketing integration and of integrative mechanisms being higher than that of Defender teams.

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