Abstract
On the basis of the literature, a conceptual framework of the relationship between the marketing-research and development (R&D) interface and new product performance in export markets is developed. The product category chosen to test the model is software from the U.S. computer industry. The findings indicate that the marketing–R&D interface exerts a positive impact on new product performance in foreign markets. The results regarding internal and external environmental antecedents, including centralization and customer sophistication, offer some evidence that suggests correlations between these factors and activities of the marketing–R&D interface. This study contributes to marketing research by testing the effect of the marketing–R&D interface in export markets. Managerially, it recommends ways for U.S. companies to enhance new product performance abroad.
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