%0 Journal Article
%T The supply chain management-marketing interface in product development: An exploratory study
%A M Pero
%A L Lamberti
%J International Journal of Engineering, Science and Technology
%D 2013
%I 
%X The paper explores the marketing-supply chain management (M-SCM) interface in New Product Development (NPD) processes according to some contextual factors drawn by literature. NPD processes of two divisions of the Italian branch of a multi-national company operating in the electric devices industry have been studied. Different configurations of the Marketing- Research & Development (R&D)-SCM interface have been observed. Results suggest that supply- and demand-side uncertainty, product innovativeness, market orientation, trust and absorptive capacity influence the way through which Marketing, R&D and SCM departments interact. These outcomes suggested implications for both managers and academicians.
%U http://www.ajol.info/index.php/ijest/article/view/86047