Impact of interaction between RandD and marketing on new product performance : an empirical analysis of Chinese high technology firms

This study investigates empirically the impact of RandD-marketing interaction on new product performance in Chinese high technology firms. RandD-marketing interaction is defined along three dimensions: information exchange, influence, and departmental conflict. Based on data collected from 114 firms in China, the results suggest that information exchange and marketing's influence on product decisions have significantly positive impacts on new product performance. Furthermore, the results show that the impact of RandD-marketing interaction depends on product newness and project formalization. Research and managerial implications are drawn.