“…Among the various teamwork and cross-functional cooperative relationships, the one between R&D and marketing is considered as one of the most important and challenging to manage (Rodríguez, Pérez, & Gutiérrez, 2007;Rodríguez, Pérez, & Gutiérrez, 2007a;Becker & Lillemark, 2006;Sherman, Berkowitz, & Souder, 2005;Shaw et al, 2004;Atuahene-Gima & Evangelista, 2000;Song et al, 1996). Empirical studies have found that, despite a complex and often problematic relationship, successful R&D-marketing collaboration can help a firm better understand customer needs and preferences (Griffin & Hauser, 1996); reduce new product development (NPD) uncertainties (Becker & Lillemark, 2006;Song et al, 1996); improve the performance of a new product in terms of quality, cost and time-to-market (Shaw et al, 2004;Song & Parry, 1997;Swink & Song, 2007); and improve the success rate of new products (Massey & Kyriazis, 2007).…”