Abstract
Recently, global companies have focused on innovation to gain global competitive advantage. Despite their interest in critical aspects of innovation from a variety of perspectives, such firms have not adequately explored interaction mechanisms that impact innovative outcomes from a product life-cycle perspective. This paper discusses how interactive mechanisms of marketing and R&D along the product development cycle result in innovative outcomes. In particular, we analyse customer relationship management (CRM) as an interaction mechanism of marketing and R&D. This paper provides a research model that defines such interaction mechanisms with the help of a case study of Korean and Japanese firms that allows for an examination of innovation outcomes.
Original language | English (US) |
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Pages (from-to) | 437-450 |
Number of pages | 14 |
Journal | International Journal of Business Information Systems |
Volume | 18 |
Issue number | 4 |
DOIs | |
State | Published - 2015 |
All Science Journal Classification (ASJC) codes
- Management Information Systems
- Information Systems and Management
- Management of Technology and Innovation