Title: Interaction of marketing, R&D and critical innovation: case study of Korean and Japanese firms

Authors: Geon-Cheol Shin; James Jungbae Roh

Addresses: School of Management/Center for Global Innovation and Entrepreneurship, Kyung Hee University, Seoul 130-701, Korea ' Management and Entrepreneurship, Rohrer College of Business, Rowan University, 201 Mullica Hill Rd., Glassboro, NJ 08028, USA

Abstract: Recently, global companies have focused on innovation to gain global competitive advantage. Despite their interest in critical aspects of innovation from a variety of perspectives, such firms have not adequately explored interaction mechanisms that impact innovative outcomes from a product life-cycle perspective. This paper discusses how interactive mechanisms of marketing and R&D along the product development cycle result in innovative outcomes. In particular, we analyse customer relationship management (CRM) as an interaction mechanism of marketing and R&D. This paper provides a research model that defines such interaction mechanisms with the help of a case study of Korean and Japanese firms that allows for an examination of innovation outcomes.

Keywords: interaction mechanisms; product lifecycle; marketing; R&D; research and development; critical innovation; case study; Korea; Japan; product development; customer relationship management; CRM.

DOI: 10.1504/IJBIS.2015.068480

International Journal of Business Information Systems, 2015 Vol.18 No.4, pp.437 - 450

Published online: 22 Apr 2015 *

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