Improving R&D/marketing relations in technology‐based companies: Marketing's perspective
- 1 January 1991
- journal article
- research article
- Published by Taylor & Francis in Journal of Marketing Management
- Vol. 7 (1) , 25-45
- https://doi.org/10.1080/0267257x.1991.9964138
Abstract
The objective of this study is to identify and illuminate the factors Marketing managers see as most important in influencing the quality of the R&D/Marketing interface in technology‐based organizations. Eighty‐three Marketing Directors in seven technological industries participated in the study. The research study was guided by such questions as: What causes R&D/Marketing interface problems? What can R&D and Marketing both do to improve their relationship? What role can senior management play in creating greater co‐operation between these two important groups? Several implications involving behavioural, cultural, and organizational changes are given to facilitate healthy, productive intergroup relations between R&D and Marketing.Keywords
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