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THE R&D AND MARKETING INTERFACE IN NEW PRODUCT DEVELOPING COMPANIES : FUNCTIONAL INTEGRATION AND CONSENSUS LEADERSHIP IN SCANDINAVIAN COMPANIES

Annika Hassum,Andreas Pettersson-2012-01-01-KTH Publication Database DiVA (KTH Royal Institute of Technology)
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TL;DRAbstract

To meet market needs, high-technology companies need to integrate their marketing and R&D functions in their New Product Development (NPD) programs. Despite extensive research on factors affecting R&D/marketing integration, resulting in several manager improvement recommendations, the conflicts at the R&D/marketing interface during NPD remains a problem the industry. Research has shown strong cross-national differences in the R&D/marketing interface, which affects how integration is achieved in different cultures. To our knowledge, no R&D/marketing interface research has been conducted in Scandinavia. The purpose with our research study was to investigate if the R&D/marketing interfaces in Scandinavian companies are also characterized with friction and conflict. The aim was also to find out if other factors affect R&D/marketing integration in the Scandinavian companies than in other cultures, due to the commonly practiced Scandinavian consensus leadership st

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To meet market needs, high-technology companies need to integrate their marketing and R&D functions in their New Product Development (NPD) programs. Despite extensive research on factors affecting R&D/marketing integration, resulting in several manager improvement recommendations, the conflicts at the R&D/marketing interface during NPD remains a problem the industry. Research has shown strong cross-national differences in the R&D/marketing interface, which affects how integration is achieved in different cultures. To our knowledge, no R&D/marketing interface research has been conducted in Scandinavia. The purpose with our research study was to investigate if the R&D/marketing interfaces in Scandinavian companies are also characterized with friction and conflict. The aim was also to find out if other factors affect R&D/marketing integration in the Scandinavian companies than in other cultures, due to the commonly practiced Scandinavian consensus leadership st

Keywords

MarketingBusinessCompromiseMarketing managementMarketing researchProduct (mathematics)New product developmentProcess (computing)

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