The nature of NPD and role flexibility of R&D/marketing in a fast growing high-tech setting

This study investigated the mutual learning process between marketing and R &D in the context of the information and communications technology industry . The relationship between product newness and role flexibility of R&D/mark eting was examined via correlation analysis and multiple regression against a stratified sample of 171 new products. The results showed that different aspects of product newness are associated in a different way to role flexi bility of R&D/marketing. Management should therefore be aware of such diffe rences when planning their product development portfolio so that effective integration between R&D and marketing can be achieved.