R&D-marketing integration in Japanese high-technology firms: Hypotheses and empirical evidence

Journal of the Academy of Marketing Science · 1993 · Volume 21 · Issue 2

Abstract

The authors review studies of U.S. high-technology firms and hypothesize that, in Japanese high-technology firms, the perceived level of achieved integration reflects perceptions of organizational structure and climate. To evaluate these hypotheses, the authors examine the perceptions of marketing managers from 264 Japanese high-technology firms. Findings indicate that managerial perceptions of information-sharing and integration in budgeting were negatively correlated with perceptions of formalization. The authors also find that perceptions of information-sharing and integration in the early stages of new product development were positively correlated with perceptions of employee participation in decision-making and with perceptions of the value placed by senior management on R&D-marketing integration.

Keywords

Marketing, Market Integration, Organizational Climate, Japanese Firm, Product Development Process

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