Purpose – This paper explores the marketing‐sales interface in Dutch and Slovenian B2B firms. Design/methodology/approach – The study included 11 Dutch firms and ten Slovenian firms, with both samples as closely matched as possible. The firms were all manufacturers of physical products...

Discusses the concept of market‐oriented product development and describes the extent to which a number of Danish food companies and Dutch manufacturers of medical equipment were market oriented in developing new products. The results are combined with the current product development...