R&D marketing integration in new product development: The case of the telecommunications industry in Malaysia (Preliminary findings)

• Main Author: Bojei, Jamil
• Format: Article
• Language: English
• Published: Universiti Utara Malaysia 1997
• Subjects: HD28 Management. Industrial Management
• Online Access: http://repo.uum.edu.my/869/1/Jamil_Bonjei.pdf; http://repo.uum.edu.my/869/; http://mmj.uum.edu.my

Developing new products in a complex environment, such as in the telecommunications industry, involves significant integrated effort-particularly between that of R&D and Marketing. The failure to integrate R&D and Marketing in new product development can result in over-designed, over-priced, and either obsolete or radically-advanced products with little customer value. This paper attempts to offer insights into R&D and Marketing integration in the telecommunications industry in Malaysia. In general, only a few telecommunication companies have achieve effetive R&D-Marketing integration which is significant in certain areas requiring the integration.