Understanding Barriers to Product Innovation at the R & D: Marketing Interface
- 1 March 1982
- journal article
- Published by Emerald Publishing in Management Decision
- Vol. 20 (3) , 10-22
- https://doi.org/10.1108/eb001291
Abstract
This paper is about relationships between R & D and Marketing personnel in industrial companies and their influence on product innovation. Emphasis is placed on the fundamental differences in outlook and some of the professional, organisational and task-related problems which typically arise when specialists are required to work together. The approach is largely behavioural and advice is offered on ways of dismantling barriers and creating a climate for mutual understanding and constructive co-operation.Keywords
This publication has 1 reference indexed in Scilit:
- The Social Process of InnovationPublished by Springer Nature ,1972