Reports exploratory research focusing on this neglected area based on semi‐structured interviews with R&D and marketing managers of major international pharmaceutical companies. Major findings include the fact that few of the responding companies integrate marketing and R&D in the formulation...

Purpose – The aims of this paper are: to address the tensions pertinent to exploration and exploitation from the organizational learning perspective; to conceptualize how organizational diversity and shared vision, as two core components of organizational culture, help resolve these tensions;...