R&D Marketing Integration in New Product Development: The Case of the Telecommunications Industry in Malaysia (Preliminary Findings)
Developing new products in a complex environment, such as in the telecommunications industry, involves significant integrated effort-particularly between that of R&D and Marketing. The failure to integrate R&D and Marketing in new product development can result in over-designed, over-priced,...
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| Format: | Article |
| Language: | English |
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UUM Press
2020-01-01
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| Series: | Malaysian Management Journal |
| Online Access: | https://www.scienceopen.com/document?vid=259bd432-ce16-423a-a70f-ba43063fb447 |