The credibility-cooperation connection at the R&D-marketing interface

Research and development (R&D) managers' perceptions of both marketing information and marketing managers are analyzed using an information and source credibility framework. The findings are based on a study of R&D directors in 80 technology-intensive companies and focus on activities and interactions during the new product development process. The authors found that the R&D managers' perceptions differed significantly in high and low integration companies. These perceptions also were influenced by various organizational practices. The R&D-marketing cooperation was highest where organizational practices were conducive to cooperation and R&D perceived marketing input as credible. Several implications for creating a corporate climate conducive to interfunctional cooperation are developed.