ABSTRACT
This chapter examines cooperation between the marketing and R&D departments in product development. It clarifies the situation surrounding cooperation between these two departments, and relevant issues are examined from the standpoint of the need to match technological seeds with market needs. The chapter focuses on the type of firm and examines differences between the firm's technology orientation and marketing orientation. After the market introduction of the product, the R&D department must cooperate with the marketing department in regard to communication activities. In particular, for industrial goods, developers are often expected to perform product demonstrations and provide explanations of new products. Besides the importance of cooperation between the marketing and R&D departments, many studies discuss barriers to their cooperation. These barriers can be divided into the following five categories: Differences in the characteristics of staff members of both departments, Cultural factors, commonly used jargon, Scopes of responsibility inside the organization and Physical barriers.
