Integration of R&D-marketing interface

In this paper, we carried out an exploratory empirical study in Chinese manufacturing firms based on an extensive literature review to gain a better understanding of managers' perceptions to R&D-Marketing Interface. We gathered the information about the perceptions of the importance of interface management through surveyed R&D managers and marketing managers for 1258 Beijing firms. Significant differences between R&D and marketing managers' perceptions to some interface variables are analyzed, too. The both sides have a common trend that they positively overestimated their own role and underestimated the role of another side in new product development and innovation processes. The interface of high-tech firms is more harmonized than that of general firms. Results show that the harmonized interface between the R&D and marketing departments is essential to develop new product in an effective manner. Finally, some implications to improve interface relation, especially for the large-and medium-sized state-owned enterprises, are also drawn.