文档介绍：Research Policy 35 (2006) 105–120
Marketing/R&D integration in the pharmaceutical industry
Markus C. Becker a,∗, Morten Lillemark b
a Centre National de Recherche Scientifique (CNRS), Bureau d’Economie Theorique et Appliqu´ee (BETA),
61 Avenue de la Foret Noire, F-67085 Strasbourg, France
b Copenhagen Business School, Frederiksberg, Denmark
Received 1 October 2004; accepted 1 September 2005
Available online 7 December 2005
Abstract
Integrating marketing and R&D inputs is one of the fundamental challenges in managing innovation. In the pharmaceutical
industry, considering its reputed ‘technology push’ model of innovation, the challenge of integrating marketing and R&D could
hardly be greater. Thus, the recent trend among pharmaceutical firms of implementing Marketing/R&D integrating mechanisms
calls for upgrading our conceptualization of the innovation process in this industry. It also raises important questions regarding
Marketing’s contribution in new product development, and how anize to assure that contribution is leveraged. We use the
case of a pharmaceutical firm which recently implemented Marketing/R&D integrating mechanisms to examine Marketing’s new
roles. We find that the extreme conditions surrounding innovation in the pharmaceutical industry, notably the need to cope with
Knightean uncertainty, highlight important contributions of Marketing input