publication . Thesis

The R&D/marketing interface in product innovation : a case of the UK pharmaceutical industry

Wang, Qing;
Open Access English
  • Country: United Kingdom
This R&D/marketing interface study is of a multi-disciplinary nature. In the\ud study the role of the R&D/marketing interface is re arded as the pursuit of\ud competitive advantage through negotiated exchange process between the two\ud parties. As a result, iportant research constructs\ud are\ud identified with reference\ud to several academic disciplines, including organization theory, innovation\ud studies, marketing and strategic management. These constructs are (a) the\ud environmental constructs, (b) the organizational constructs, and (c) the strategic\ud constructs.\ud A case study methodology is applied to examine the R&D/marketing interface\ud patterns a...
free text keywords: HD
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