Interpersonal Trust Between Marketing And R&D During New Product Development Projects

Emerald Group Publishing Limited
Publication Type:
Journal Article
European Journal Of Marketing, 2007, 41 (9/10), pp. 1146 - 1172
Issue Date:
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Purpose - The primary objective of this research is to test a model examining interpersonal trust between marketing managers and R&D managers during new product development projects. Design/methodology/approach - In this study interpersonal trust as a bi
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