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Cross-Functional Interactions in Product Development and Their Impact on Project

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AUTHOR(S):

Robert W. Ruekert, Associate Professor of Marketing, Carlson School of Management, University of Minnesota

 

Managers might assume that integrating disciplines on a project team is the key to creatively solving complex problems, stimulating innovation, and improving efficiency. What Robert Ruekert points out is that when it comes to marketing, R&D, and operation

 

PUBLISHED: 1995

 

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