THE NATURE OF R&D-MARKETING INTEGRATION IN CHINESE HIGH-TECH COMPANIES

Helen Perks (), Kenneth B. Kahn () and Cong Zhang ()
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Helen Perks: Manchester Business School, University of Manchester, Booth St. West, Manchester M5 6PB, UK
Kenneth B. Kahn: da Vinci Center for Innovation, Virginia Common Wealth University, P. O. Box 844000 Richmond, VA 23284 - 4000, USA
Cong Zhang: Manchester Business School, University of Manchester, Booth St. West, Manchester M5 6PB, UK

International Journal of Innovation Management (ijim), 2010, vol. 14, issue 01, 19-40

Abstract: This study offers continued insight into R&D-marketing integration with particular attention to the Chinese context. Examining the responses of 200 Chinese R&D and marketing managers, an exploratory investigation of marketing and R&D integration in Chinese high technology firms was undertaken. Study results find that Chinese high technology firms with higher levels of achieved integration perform better. It was also found that R&D involvement in screening new product ideas, designing communication strategies for the customers of new products, training users of new products and analysing customer needs appear to be top priorities for R&D integration in Chinese companies. These and other results are compared to prior findings in US and Japanese samples to support general propositions for R&D-marketing integration. We offer explanations for the results and discuss theoretical development of the R&D-marketing integration construct. Future research considerations are presented to spur continued focus in this area.

Keywords: R&D-marketing integration; China; high technology (search for similar items in EconPapers)
Date: 2010
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DOI: 10.1142/S1363919610002532

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