On the R&D/marketing interface in knowledge intensive entrepreneurial firms

Abstract

In this paper we focus on the performance impact associated with whether R&D or marketing takes the lead in product innovations and/or product development. We examine empirically the performance of a sample of entrepreneurial firms across 10 European Union countries for which we can identify alternative regimes in which R&D, or in which marketing, is viewed as being relatively more important in creating and sustaining the firm’s competitive advantage. We find that when R&D is the dominant strategy, firms realize greater growth in sales, other factors held constant.