R+D-MARKETING INTEGRATION IN THE NEW PRODUCT DEVELOPMENT PROCESS

Abstract

The requirement of quick accommodation to dynamic changes strengthens the role of knowledge flow in interfunctional relations. The requirement of integrated knowledge is the most explicit in the relations of R+D and marketing, researchers are increasingly aware of its key role in innovation. The integration of R+D and marketing - the interface problem - is a decisive field in current international innovation researches; particularly its role in the development of new product is in the limelight. The issue of integration is complex, the possibility and necessity to connect knowledge elements are influenced by a wide range of external and organizational factors. There is close relation between integration and the strategic behavior of companies. The goal of theoretical researches is to reveal the causes of integration niche in order to create efficient and productive interface.