Improving R&D/Marketing relations: R&D's perspective

Abstract Successful product innovation hinges on close R&D/marketing relationships, especially in technology-based organizations. However, there is evidence that linkage problems are common and when they are not overcome failure is the usual result. R&D's perspective on what R&D, marketing and senior management can do to improve their relationship with marketing is presented. The recommendations are based on suggestions from R&D directors involved in new product development efforts in 83 technology-based companies. Also presented is how the need for integration has changed over time and where it is going in the future.