Leenders, Leenders, M.A.A.M.; Wierenga, Wierenga, B. - Erasmus Research Institute of Management (ERIM), … - 2001
The integration of marketing and R&D is a major concern for companies that want to improve their new product performance (NPP). In order to integrate, companies are using mechanisms such as physical proximity, cross-functional teams, and job rotation. This study examines the relative...