A Model for Studying R&D–Marketing Interface in the Product Innovation Process

It is proposed that a firm's strategy and how it perceives environmental uncertainty can influence the need for R&D–marketing integration. Factors related to organizational design and senior management support, along with the sociocultural differences between R&D and marketing managers, can influence the level of integration achieved by an organization. Finally, it is proposed that the gap between the level of integration needed and that achieved can influence innovation success.

[1]  Tom R. Burns,et al.  The Management of Innovation. , 1963 .

[2]  S. Budner.  Intolerance of ambiguity as a personality variable. , 1962, Journal of personality.

[3]  Joan C. Woodward.  Industrial Organization: Theory and Practice , 1966 .

[4]  J. Hage,et al.  Program Change and Organizational Properties a Comparative Analysis , 1967, American Journal of Sociology.

[5]  Donald A. Schön,et al.  Technology and Change; the New Heraclitus , 1967 .

[6]  P. Lawrence,et al.  Organization and Environment: Managing Differentiation and Integration , 1967 .

[7]  John W. Slocum,et al.  The Management of Scientific Manpower , 1968 .

[8]  Dennis J. Palumbo,et al.  Power and Role Specificity in Organization Theory , 1969 .

[9]  S. Lirtzman,et al.  Role Conflict and Ambiguity in Complex Organizations. , 1970 .

[10]  Craig C. Lundberg,et al.  Social change in complex organizations , 1970 .

[11]  George A. Miller,et al.  Adult Socialization, Organizational Structure, and Role Orientations , 1971 .

[12]  Pradip N. Khandwalla,et al.  Environment and Its Impact on the Organization , 1972 .

[13]  R. Duncan.  Characteristics of Organizational Environments and Perceived Environmental Uncertainty. , 1972 .

[14]  J. Child.  Organizational Structure, Environment and Performance: The Role of Strategic Choice , 1972 .

[15]  The Isolation of R&D from Corporate Management : R&D Management , 1973 .

[16]  H. Young.  Product development setting, information exchange, and marketing : R & D coupling , 1973 .

[17]  Jay R. Galbraith.  Designing Complex Organizations , 1973 .

[18]  R. Dewar,et al.  Elite Values Versus Organizational Structure in Predicting Innovation , 1973 .

[19]  J. E. S. Parker,et al.  The economics of innovation: The national and multinational enterprise in technological change , 1974 .

[20]  P. Khandwalla.  Mass Output Orientation of Operations Technology and Organizational Structure. , 1974 .

[21]  Understanding the Conflicts between R&D and Other Groups : R&D Management , 1975 .

[22]  C. Freeman.  Economics of Industrial Innovation , 1975 .

[23]  M. Dunn,et al.  Interface of marketing and R&D personnel in the product innovation stream , 1975 .

[24]  J. Slocum,et al.  Environmental Uncertainty: The Construct and Its Application , 1975 .

[25]  E. Mansfield,et al.  Organizational and Strategic Factors Associated with Probabilities of Success in Industrial R & D , 1975 .

[26]  How R&D and Marketing Can Work Together , 1976 .

[27]  A. Rubenstein,et al.  Factors Influencing Innovation Success at the Project Level , 1976 .

[28]  E. Gross.  The Organizations of Academic Work , 1977, American Political Science Review.

[29]  W. Souder,et al.  The R&D/marketing interface: Results from an empirical study of innovation projects , 1978, IEEE Transactions on Engineering Management.

[30]  Jay R. Galbraith,et al.  Strategy implementation : the role of structure and process , 1978 .

[31]  Edward B. Roberts.  What Do We Really Know about Managing R&D? , 1978 .

[32]  R. Kanungo.  The concepts of alienation and involvement revisited. , 1979 .

[33]  Stimulating Technological Innovation: The Role of Top Management , 1979 .

[34]  Effective Management of Research-Market Teams , 1979 .

[35]  Henry Mintzberg,et al.  The Structuring of Organizations , 1979 .

[36]  Edward B. Roberts,et al.  Stimulating Technological Innovation: Organizational Approaches , 1979 .

[37]  Frank Harrison.  Goal orientations of managers and scientists: An illusory dichotomy , 1980, IEEE Transactions on Engineering Management.

[38]  Arthur Gerstenfeld,et al.  The Management of Innovation in Japan: Seven Forces That Make the Difference , 1980 .

[39]  C. C. Snow,et al.  Strategy, Distinctive Competence, and Organizational Performance. , 1980 .

[40]  D. R. Dalton,et al.  Organization Structure and Performance: A Critical Review , 1980 .

[41]  J. Hage,et al.  Theories of organizations , 1980 .

[42]  William E. Souder,et al.  Promoting an Effective R&D/Marketing Interface , 1980 .

[43]  W. Souder.  Disharmony between R&D and marketing , 1981 .

[44]  Charles N. Greene,et al.  The Effects of Formalization on Professional Involvement: A Compensatory Process Approach. , 1981 .

[45]  The strategic integration of corporate research and development , 1981 .

[46]  Augustus Abbey.  Technological innovation: The R & D work environment , 1982 .

[47]  R. Lewicki,et al.  Managing conflict at organizational interfaces , 1982 .

[48]  One Point of View: The Top Technologist Should Join the Team — The Corporate Officer and Board Team, That Is , 1982 .

[49]  R. Deshpandé,et al.  The Organizational Context of Market Research Use , 1982 .

[50]  P. Carroad,et al.  Strategic Interfacing of R&D and Marketing , 1982 .

[51]  Edwin Mansfield,et al.  How Economists See R&D , 1982 .

[52]  Y. Wind,et al.  Marketing Strategy: New Directions for Theory and Research , 1983 .

[53]  J. B. Quinn,et al.  Technological Innovation, Entrepreneurship, and Strategy , 1983, IEEE Engineering Management Review.

[54]  L. Stern,et al.  The Environment of Marketing Channel Dyads: A Framework for Comparative Analysis , 1983 .

[55]  Robert G. Cooper,et al.  A process model for industrial new product development , 1983, IEEE Transactions on Engineering Management.

[56]  Robert G. Cooper,et al.  The impact of new product strategies , 1983 .

[57]  T. Speh,et al.  The Marketing Strategy Center: Diagnosing the Industrial Marketer's Interdisciplinary Role , 1984 .

[58]  Carl P. Zeithaml,et al.  Environmental Management: Revising the Marketing Perspective , 1984 .

[59]  John W. Murphy,et al.  Managing Technological Innovation , 1987 .

[60]  Users as Innovators , 2022 .