ABSTRACT
The chapter considers the relationship between the integration of marketing and R&D departments and its outcomes, product development and market introduction. Using a model for the degree of interdepartmental integration, the chapter measures and examines differences in the perceptions of the two departments. It explores new interdepartmental constructs using the data from the first analysis and considers the ideal form of R&D marketing integration from a managerial perspective. The work of Gupta et al. which developed a methodology for measuring the scope of integration between the marketing and R&D departments was referred to in the design of the questionnaire for the project's survey. For assessing the success of the introducing new products to the market, concrete numerical criteria, such as the growth rate of sales, profits, and market share, were not presented to the respondents.
