R AND D MARKETING INTERFACE - RESULTS FROM AN EMPIRICAL-STUDY OF INNOVATION PROJECTS

被引：89

作者：

SOUDER, WE

CHAKRABARTI, AK

机构：

[1] UNIV PITTSBURGH,TECHNOL MANAGEMENT STUDIES GRP,PITTSBURGH,PA 15213

[2] DREXEL UNIV,DEPT MANAGEMENT & ORG SCI,PHILADELPHIA,PA 19104

来源：

IEEE TRANSACTIONS ON ENGINEERING MANAGEMENT | 1978年 / 25卷 / 04期

关键词：

MANAGEMENT - Research and Development Application - MARKETING;

D O I：

10.1109/TEM.1978.6447302

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

This paper explores the effect of organizational factors which characterize the interface between marketing and R&D, with respect to the innovation process. The basic premise is that the degree of collaboration/integration between functional units, such as marketing and R&D, has a profound influence on the success/failure outcome of innovation projects in industrial settings. Several important variables which influence the quality of the R&D/marketing interface are defined. These variables are related in an overall model which identifies several actions managers can take to improve the quality of the interface.

引用

页码：88 / 93

页数：6

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