The effect of the marketing-R&D interface on new product performance: The critical role of resources and scope

International Journal of Research in Marketing

Volumn 25, Issue 1, 2008, Pages 56-68

  Leenders, Mark A A M ^a   Wierenga, Berend ^b  

^a UNIVERSITY OF AMSTERDAM   (Netherlands)

^b ERASMUS UNIVERSITY   (Netherlands)

Author keywords

NPD resources; Performance; R D marketing integration; Strategic scope

Indexed keywords

EID: 39249083573     PISSN: 01678116     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.ijresmar.2007.09.006     Document Type: Article

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