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Working paper

R&D and marketing NPD cooperation: antecedents and consequences in Russian companies

Denis Fomenkov, Kirill Veselov.
Over the past several years, Russian companies have become increasingly interested in improving cooperation between marketing and R&D since they believe such cooperation can raise effectiveness of new product development. This survey examines influence of different factors on the level of R&D – marketing cooperation in Russian companies. Based on data collected from 100 Russian companies, we identified factors having great effect on cross-functional cooperation and NPD effectiveness in Russian companies. Follow-up comparative analysis with other country specific results showed significant difference in factors affecting cross-functional cooperation. We offer explanations for the results and discuss managerial and academic implications.