A Model for Studying R&D–Marketing Interface in the Product Innovation Process

It is proposed that a firm's strategy and how it perceives environmental uncertainty can influence the need for R&D–marketing integration. Factors related to organizational design and senior management support, along with the sociocultural differences between R&D and marketing managers, can influence the level of integration achieved by an organization. Finally, it is proposed that the gap between the level of integration needed and that achieved can influence innovation success.