Date: 25 April 2025, Friday
\nTime: 13.30 \u2013 14.30<\/p>\n
\u201cUnderstanding Differing Perspectives: Marketing\u2013R&D Collaboration in New Product Development\u201d<\/p>\n
by
\nPeren \u00d6zturan
\nCopenhagen Business School<\/p>\n
This is an online seminar. To request event details please send a message to department.<\/p>\n
Abstract:
\nThis study adopts a social comparison perspective to examine perceptual differences between marketing and R&D departments in the context of new product development (NPD). Specifically, we explore how each department\u2019s perceived proficiency relative to the other influences Marketing\u2013R&D Collaboration (MRC), new product performance, and overall business performance. Drawing on survey data from marketing\u2013R&D executive dyads, our findings reveal that each department perceives MRC differently. Furthermore, the sequential effects of relative proficiency are asymmetric\u2014positive for marketing (H1a) but negative for R&D (H1b). Departmental influence within the firm moderates these relationships, weakening the effect for marketing while having no significant impact for R&D (H2). We validate these findings through in-depth executive interviews. A follow-up experiment serves as a calibration tool to mitigate the asymmetric effects of appraisal biases, offering managers actionable insights into cross-departmental perspectives and strategies to improve the NPD process.<\/p>\n
Bio :
\nPeren Ozturan is an Associate Professor of Marketing at Copenhagen Business School. Right before, she was an Assistant Professor of Marketing at Sabanci University, Turkey. Peren obtained her Ph.D. at Koc University, Turkey and prior to joining academia, she worked in the financial sector. Peren\u2019s research interest covers international marketing and socially responsible marketing, and her publications have appeared in leading journals such as the Journal of Marketing Research and the International Journal of Research in Marketing. Peren teaches various courses on marketing strategy and research. She holds a University Teaching Qualification from the Vrije Universiteit Amsterdam, the Netherlands.<\/p>\n","protected":false},"excerpt":{"rendered":"
Date: 25 April 2025, Friday Time: 13.30 \u2013 14.30 \u201cUnderstanding Differing Perspectives: Marketing\u2013R&D Collaboration in New Product Development\u201d by Peren \u00d6zturan Copenhagen Business School This is an online seminar. To request event details please send a message to department. Abstract: This study adopts a social comparison perspective to examine perceptual [\u2026] <\/p>\n