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,...
| Main Author: | |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Universiti Utara Malaysia
1997
|
| Subjects: | |
| Online Access: | https://repo.uum.edu.my/id/eprint/869/1/Jamil_Bonjei.pdf |