The critical role of internal marketing R&D collaboration in private organization towards new product performances.

Abstract

ABSTRACT It is essential for new product developer to understand a relationship between resources and new product development outcome. Previous research has long been attempting to seek for potential resource factors. Although the collaboration of internal marketing R&D team is normally acknowledged as a critical factor for new product’s accomplishment, this study presents not only the effectiveness of the internal collaboration between marketing and technologically new product development department in private organization but related potential performances is also discussed. With specifically applied results obtained by target employees, the author proposes that the internal collaboration between marketing and R&D is predominantly effective moderator combining with high levels of new product development’s resources towards new product performances. Therefore, a strong co-created norm or closely working together between the marketing and R&D departments tends to have a lot of advantages with respect to new product and service performances being effectively launched to serve both direct and indirect customers with fast speed and high satisfaction.