Nothing is more fundamental to a company’s well‐being than a meaningfully differentiated product that is valued by a significant set of customers. Healthy companies focus on growth from new products. Product is consumer need merging with organizational ability. The creation of new products...

This study offers continued insight into R&D-marketing integration with particular attention to the Chinese context. Examining the responses of 200 Chinese R&D and marketing managers, an exploratory investigation of marketing and R&D integration in Chinese high technology firms was undertaken....