Managing the R. and D. - Marketing Interface in the Telecommunications Industry

Part 1 The R&D-marketing interface - problem identification and impact study: the R&D/marketing interface in the technological innovation process, Everett M. Rogers; managing the interface between R&D and marketing, William E. Souder; managing the arrogance of high technology, Robert W. Draeger; in-house R&D in information systems and telecommunications in the service industry firm, Albert H. Rubenstein; a case for reinventing interface management - how emerging new industries are explosing the boundaries of our knowledge, David Wilemon and Susan Thomas. Part 2 R&D-marketing integration - the impact on new product development: the role of the general manager in the R&D/marketing interface, C. Merle Crawford; injecting marketing vision into high-technology R&D projects, Nikhilesh Dholakia and Ruby Dholakia; integrating marketing and engineering - an analysis of the impact of project management techniques and related issues, Philip C. Burger; predicting the source of commercially valuable user innovation via lead users, Eric Von Hippel. Part 3 Implementing an effective management of the R&D-marketing integration in the telecommunications industry - some applications: the R&D/marketing interface in local exchange companies - from the ground up, Dale Harris; R&D/marketing interface in the telecommunications industry - actors perspective, Jagdish N. Sheth et al; the advanced technology laboratory - where R&D and marketing meet, Stephen A. McGraw and Rick Scott; combining marketing and technology in new service design - a GTE experiment, David Fay et al; managing R&D/marketing interface in the telecommunications industry, Bob Kren and Emmett McDonough.