Bridging the Gap Between R&D-Marketing in the Pharmaceutical Industry In Malaysia

Abstract

This study aims to investigate significant barriers to R&D and Marketing integration in the pharmaceutical industry in Malaysia, and suggests ways and means of realizing the much-desired R&D – Marketing integration in the context of innovative products. A theoretical framework for the study of R&D-Marketing integration levels developed by Gupta in 1986 is used to cover the interface relationships between R&D and marketing during innovative product processes.