The R&D/production interface: A case study of new product commercialization

The R&D/production interface is a key component of the innovation process. Effective transfer of technology across this interface has a direct bearing on the success of commercializing new technologies. Martin Ginn and Albert Rubenstein intensively studied three strategic business units of a major chemical company to examine how behavioral and performance variables interrelate for the key participants. The interface was found to be a key focus for interpersonal conflict. The conflict was found to be exacerbated by such factors as goal incompatibility, manufacturing complexity, uncertainty of product outcomes, exercises of power, and imperatives for action. Interestingly, projects which were more successful, both technically and commercially, tended to have higher levels of conflict and more superordinate goals than those that were less successful. Increasing compatibility of goals among participating groups is suggested as a means for improving interface relations.

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