Marketing/R&D interaction in new product development: Implications for new product success rates

Richard T. Hise, Larry O'Neal, A. Parasuraman, James U. McNeal

Research output: Contribution to journalArticlepeer-review

103 Scopus citations


A growing body of literature has evolved which deals with the interaction between marketing and R&D in new product development. Much of this research, unfortunately, fails to associate various variables with new product success levels. Thus, it cannot suggest consensus guidelines for marketing's involvement to increase the performance levels of new products in the market place. Richard Hise, Larry O'Neal, A. Parasuraman and James McNeal report results of their analysis of the new product development procedures of 252 large manufacturing companies. The authors conclude that collaborative efforts between marketing and R&D during the actual designing of new products appear to be a key factor in explaining the success levels of new products, that management effort should focus on the design stage of the new product development process rather than on the earlier and later stages and that R&D's contributions cannot be ignored while decisions are made about marketing's role in developing new consumer and industrial products.

Original languageEnglish (US)
Pages (from-to)142-155
Number of pages14
JournalThe Journal of Product Innovation Management
Issue number2
StatePublished - Jun 1990
Externally publishedYes

ASJC Scopus subject areas

  • Strategy and Management
  • Management of Technology and Innovation


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