Diverging Perceptions of R&D and Marketing Managers of Value Capture

Zusammenfassung

This chapter explores diverging views of R&D and marketing functions on how to capture most value. Profiting from technological innovation requires both the creation of value by developing new products and the capture of profits from them. For new product development, the interplay of marketing and R&D has been intensively researched. In contrast, on the issue of capturing value it has been largely neglected.

This part of the dissertation has partly already been available in Fischer and Henkel (2010b).