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-marketing and social performance. This study provides empirical evidence for the research in the relationships between the integration of R&D and enterprise performance and contributes to the policy-making on the technological innovation.

Social media engagement strategy: Investigation of marketing and R&D interfaces in manufacturing industry

“…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.…”

“…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).…”

“…Such technology companies require better information exchange, collaboration, and integration mechanisms between marketing and R&D functions, not only outside but also more importantly inside the company to overcome these integration challenges (e.g. Eng & Ozdemir, 2014;Song, Neely, & Zhao, 1996;Wiersema, 2013;Yao et al, 2014).…”

“…To improve marketing and R&D interface, prior studies suggest that companies build an interactive communication platform for employees so both the marketing and R&D entities can share information, work progress, and experiences in order to solve problems faster and more effectively (Yao et al, 2014). Moreover, information and communication technology (ICT) appears to be a very effective tool for enhancing new product performance through knowledge creation within marketing and R&D (Leenders & Wierenga, 2002;Song & Song, 2010).…”

“…Lu & Yang, 2004;Song, Neely, & Zhao, 1996), and the role of ICT (e.g. Leenders & Wierenga, 2002;Yao et al, 2014) in marketing and R&D interfaces. Second, insights into the adoption process of social media engagement strategy for marketing and R&D interface are developed and explained in three phases (e.g.…”