The paper reviews the literature on integrating marketing and R&D functions in new-product development. It discusses the importance of communication and cooperation between these functions, which are essential for success in today's market. The paper highlights the challenges of integrating these functions, including barriers such as personality differences, cultural differences, language barriers, organizational responsibilities, and physical barriers. It also presents research on the factors that mediate the need for cooperation, such as the firm's strategy and environmental uncertainty. The paper proposes a causal map to organize research on integration at the project level and suggests that successful integration requires a combination of actions such as relocation and physical facilities design, personnel movement, informal social systems, organizational structure, incentives and rewards, and formal integrative management processes. The paper concludes that effective integration between marketing and R&D is critical for long-term profitability and that firms must find ways to overcome the barriers that hinder cooperation between these functions.The paper reviews the literature on integrating marketing and R&D functions in new-product development. It discusses the importance of communication and cooperation between these functions, which are essential for success in today's market. The paper highlights the challenges of integrating these functions, including barriers such as personality differences, cultural differences, language barriers, organizational responsibilities, and physical barriers. It also presents research on the factors that mediate the need for cooperation, such as the firm's strategy and environmental uncertainty. The paper proposes a causal map to organize research on integration at the project level and suggests that successful integration requires a combination of actions such as relocation and physical facilities design, personnel movement, informal social systems, organizational structure, incentives and rewards, and formal integrative management processes. The paper concludes that effective integration between marketing and R&D is critical for long-term profitability and that firms must find ways to overcome the barriers that hinder cooperation between these functions.