When Should RD&E and Marketing Collaborate? The Moderating Role of Exploration-Exploitation and Environmental Uncertainty

Collaboration between research, development, and engineering (RD&E) and marketing has traditionally been regarded as beneficial for new product performance (NPP). However, some studies have pointed out the drawbacks of excessive collaboration. Because collaboration simultaneously presents costs and benefits that vary with conditions, a contingent view of managerial practices suggests that the optimal level of integration should vary according to some factors that indicate when high levels of collaboration are preferable to lower levels. Although the literature on the many different factors that may impact the desirable level of collaboration is abundant, only a few studies have investigated the role of the peculiar characteristics of the new products being developed. This is at odds with several calls for future research on the role of the characteristics of the new product. This paper investigates the moderating role of an explorative versus an exploitive innovation program. It also controls for the moderating role of environmental uncertainty, which has been traditionally consider