2014
DOI: 10.4236/jssm.2014.71003
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R&D-Marketing Integration and Performance—Evidence Provided by Agricultural Science and Technology Enterprises

Abstract: R&D-marketing integration is an important factor of technological innovation success. This study explores the relationships among R&D-marketing integration, business performance, and social performance in the context of Chinese agricultural science and technology enterprises. The findings suggest that the integration of R&Dmarketing has a positive effect both on business performance and social performance, and that business performance serves as a mediator in the relationship between the integration of R&D-mar… Show more

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Cited by 5 publications
(15 citation statements)
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“…First, based on the empirical data, this study advances the current understanding of social media adoption for improved marketing and R&D interface in B2B organizations (e.g. Jussila, Kärkkäinen, & Aramo-Immonen, 2014;Song & Song, 2010;Wiersema, 2013;Yao et al, 2014). It particularly contributes to the discussion on industrial marketing management literature in the context of information exchange (e.g.…”
Section: Introductionmentioning
confidence: 78%
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“…First, based on the empirical data, this study advances the current understanding of social media adoption for improved marketing and R&D interface in B2B organizations (e.g. Jussila, Kärkkäinen, & Aramo-Immonen, 2014;Song & Song, 2010;Wiersema, 2013;Yao et al, 2014). It particularly contributes to the discussion on industrial marketing management literature in the context of information exchange (e.g.…”
Section: Introductionmentioning
confidence: 78%
“…Through improved interface between marketing and R&D, technical and market expertise are effectively combined to achieve the common business goals such as develop novel product design with higher marketability (Fain, Kline, & Duhovnik, 2011). A harmonious marketing and R&D interface helps companies to integrate resources, mitigate innovation risks, access new technologies, enter new markets, improve product quality, and reduce uncertainties (Hempelmann & Engelen, 2015;Yao et al, 2014).…”
Section: Introductionmentioning
confidence: 99%
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