Marketing and New Product Development

Ziqi Liao; Wing Keung Wong

doi:10.1007/978-3-319-18687-0_86

Marketing and New Product Development

Ziqi Liao^*, Wing Keung Wong

^*Corresponding author for this work

Research output: Chapter in book/report/conference proceeding › Conference proceeding › peer-review

Abstract

This paper systematically explores the connections of marketing and new product development. The empirical results based on comprehensive analysis of the data collected from Japanese companies suggest that the interactions between marketing and new product development are practically important. In particular, marketing experience and market attractiveness have significant effect on research and development. At the same time, marketing experience, market attractiveness, and research and development consistently influence new product development. The present findings have theoretical and practical implications for future research in relation to marketing and new production development in different contexts.

Original language	English
Title of host publication	Marketing in Transition: Scarcity, Globalism, & Sustainability
Subtitle of host publication	Proceedings of the 2009 World Marketing Congress
Editors	Colin L. Campbell
Publisher	Springer Nature
Pages	220
Number of pages	1
ISBN (Electronic)	9783319186870
ISBN (Print)	9783319186863
DOIs	https://doi.org/10.1007/978-3-319-18687-0_86
Publication status	Published - 2015

Publication series

Name	Developments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN (Print)	2363-6165
ISSN (Electronic)	2363-6173

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10.1007/978-3-319-18687-0_86

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title = "Marketing and New Product Development",

abstract = "This paper systematically explores the connections of marketing and new product development. The empirical results based on comprehensive analysis of the data collected from Japanese companies suggest that the interactions between marketing and new product development are practically important. In particular, marketing experience and market attractiveness have significant effect on research and development. At the same time, marketing experience, market attractiveness, and research and development consistently influence new product development. The present findings have theoretical and practical implications for future research in relation to marketing and new production development in different contexts.",

author = "Ziqi Liao and Wong, {Wing Keung}",

note = "Publisher Copyright: {\textcopyright} 2015, Academy of Marketing Science.",

year = "2015",

doi = "10.1007/978-3-319-18687-0_86",

language = "English",

isbn = "9783319186863",

series = "Developments in Marketing Science: Proceedings of the Academy of Marketing Science",

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booktitle = "Marketing in Transition: Scarcity, Globalism, & Sustainability",

address = "Germany",

}

Marketing and New Product Development. / Liao, Ziqi; Wong, Wing Keung.
Marketing in Transition: Scarcity, Globalism, & Sustainability : Proceedings of the 2009 World Marketing Congress. ed. / Colin L. Campbell. Springer Nature, 2015. p. 220 (Developments in Marketing Science: Proceedings of the Academy of Marketing Science).

Research output: Chapter in book/report/conference proceeding › Conference proceeding › peer-review

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AU - Liao, Ziqi

AU - Wong, Wing Keung

PY - 2015

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N2 - This paper systematically explores the connections of marketing and new product development. The empirical results based on comprehensive analysis of the data collected from Japanese companies suggest that the interactions between marketing and new product development are practically important. In particular, marketing experience and market attractiveness have significant effect on research and development. At the same time, marketing experience, market attractiveness, and research and development consistently influence new product development. The present findings have theoretical and practical implications for future research in relation to marketing and new production development in different contexts.

AB - This paper systematically explores the connections of marketing and new product development. The empirical results based on comprehensive analysis of the data collected from Japanese companies suggest that the interactions between marketing and new product development are practically important. In particular, marketing experience and market attractiveness have significant effect on research and development. At the same time, marketing experience, market attractiveness, and research and development consistently influence new product development. The present findings have theoretical and practical implications for future research in relation to marketing and new production development in different contexts.

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DO - 10.1007/978-3-319-18687-0_86

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AN - SCOPUS:85125225290

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BT - Marketing in Transition: Scarcity, Globalism, & Sustainability

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PB - Springer Nature

ER -

Marketing and New Product Development

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