A framework for managing communication at the R&D/Marketing interface

Reducing the time to market is a top priority in most technology-based organizations. Ways of doing this frequently emphasize the need to pay attention to the management of interfaces between functions and, in particular, between R&D and Marketing. Research has identified important characteristi...

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Bibliographic Details
Published in:Technovation 1993, Vol.13 (7), p.439-447
Main Authors: Pearson, A.W., Ball, D.F.
Format: Article
Language:English
Subjects:
Communication
Interfaces
Marketing
Organizational behavior
Product development
R&D
Research & development
Studies
Technological change
Time to market
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Summary:Reducing the time to market is a top priority in most technology-based organizations. Ways of doing this frequently emphasize the need to pay attention to the management of interfaces between functions and, in particular, between R&D and Marketing. Research has identified important characteristics of this interface, but few studies have specifically considered the influence of project type. In this paper we discuss a simple framework which focuses attention on the uncertainty dimension, and we then draw upon case examples from a research-intensive industry to identify characteristics of the R&D/Marketing interface which impact on management and organization performance.
ISSN:0166-4972
1879-2383
DOI:10.1016/0166-4972(93)90027-S