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The contingent roles of R&D–sales versus R&D–marketing cooperation in new-product development of business-to-business firms

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journal contribution
posted on 15.06.2018, 13:54 by Christian Homburg, Sascha Alavi, Thomas Rajab, Jan Wieseke
© 2016 Elsevier B.V. This investigation explores the effectiveness of R & D–marketing cooperation as compared to R & D–sales cooperation for new-product development under different market and organizational circumstances in business-to-business settings. Using a cross-industry dyadic data set of 230 industrial firms, we show that the effects of R & D–marketing and R & D–sales cooperation on new-product advantage vary significantly, depending on the velocity of the market environment, company strategy, and R & D characteristics. Specifically, R & D–marketing cooperation exhibits a stronger association with new-product advantage if firms follow a cost leadership strategy, if R & D holds high power levels regarding new-product decisions, and if R & D collectivism is strongly pronounced. Conversely, R & D–sales cooperation exhibits a stronger effect on new-product advantage if technological turbulence is pronounced in the market, if the firm follows a differentiation strategy, and if R & D is influential in firm-wide budgeting decisions. These results may help firms decide which R & D cooperation type might be encouraged to maximize innovation success in a given situation.

History

School

  • Business and Economics

Department

  • Business

Published in

International Journal of Research in Marketing

Volume

34

Issue

1

Pages

212 - 230

Citation

HOMBURG, C. ...et al., 2017. The contingent roles of R&D–sales versus R&D–marketing cooperation in new-product development of business-to-business firms. International Journal of Research in Marketing, 34(1), pp. 212-230.

Publisher

© Elsevier

Version

AM (Accepted Manuscript)

Publisher statement

This work is made available according to the conditions of the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0) licence. Full details of this licence are available at: https://creativecommons.org/licenses/by-nc-nd/4.0/

Publication date

2017

Notes

This paper was accepted for publication in the journal International Journal of Research in Marketing and the definitive published version is available at https://doi.org/10.1016/j.ijresmar.2016.05.008

ISSN

0167-8116

Language

en

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