Interaction of marketing, R&D and critical innovation: case study of Korean and Japanese firms
by Geon-Cheol Shin; James Jungbae Roh
International Journal of Business Information Systems (IJBIS), Vol. 18, No. 4, 2015

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.

Online publication date: Wed, 22-Apr-2015

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