THE RESEARCH-AND-DEVELOPMENT MARKETING INTERFACE IN JAPANESE HIGH-TECHNOLOGY FIRMS

Gupta, Raj and Wilemon [11,12] have examined the R&D-marketing interface in US high-technology firms. X. Michael Song and Mark E. Parry explore the generalizability of those findings to Japanese high-tech firms, specifically, comparing the perceptions of 223 Japanese R&D and marketing managers regarding activities that require R&D-marketing integration, the level of achieved integration in Japanese firms and the types of integration related to variations in new product success rates. Their analyses reveal a number of consistencies between the perceptions of US and Japanese managers.