In the quest for successful innovation, the importance of the R&D/marketing interface is virtually unquestioned. For many organizations, however, effective integration of technical and marketing functions is difficult, if not impossible. Despite seemingly widespread understanding of fundamental...

Conventional wisdom might lead us to conclude that the various disciplines involved in product development and management are often at cross-purposes. For example, practitioners from R&D and engineering have been known to suggest that marketing fails to understand the technical trade-offs...

Purpose The purpose of this paper is to bring new empirical evidence to the controversial role of early adopters in the diffusion of innovations in industrial markets. Design/methodology/approach The authors apply an actor market configuration perspective to the analysis of four longitudinal...

Purpose – This paper aims to understand the role of organizational justice (procedural and interactional justice) as a precursor to new product development teamwork quality and team performance; to study the moderating impact of environmental turbulence on these relationships....

Purpose This study aims to assess the relationship between entrepreneurial orientation (EO) and development culture and the role of willingness-to-change in this relationship and analyzes their effect on new product exploration in small enterprises. Design/methodology/approach A model based on...

Posits a stagewise learning process involved in the building of brand equity: brand birth; the creation of brand awareness and associations; the building of quality and value perceptions; the emergence of brand loyalty; and the launching of brand extensions. Also reports on an empirical study...