Understanding Barriers to Product Innovation at the R & D/Marketing Interface

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Abstract
States that contact between research and development (R & D) and marketing varies quite considerably within different companies and industries. Discusses the situation between market orientation and breakdown in communications being cited as a main reason for British industry failing to complete the product innovation cycle and the achieving of full commercial exploitation. Posits the two main reasons for failure are first, concentration of attention on R & D aspects; second, the innovation process has been misunderstood. Goes on to discuss organizational design, integration, multidisciplinary groups, contrasting roles and various types of research and training. Concludes that interaction should be meaningful and not contrived because of beneficial thoughts. Implies the training and appointment of people sufficiently capable of diagnosing situations from both the business and human relations angle.

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