search query: @author Gupta, A. K. / total: 17
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| Author: | Gupta, A. K. Raj, S. P. Wilemon, D. |
| Title: | Managing the R/D-marketing interface |
| Journal: | Research Management
1987 : MAR-APR, VOL. 30:2, p.38-43 |
| Index terms: | R&D ORGANIZATIONAL STRUCTURE |
| Language: | eng |
| Abstract: | Successful companies treat the integration of R/D and marketing as an organizational challenge, not just a "people" problem. The means, the quality, and the results of harmonious R/D-marketing relations are examined. In a study it was found that in high-integration companies there were less sociocultural differences among R/D and marketing managers. The organizational design of high-integration firms differed from the low integration companies in four respects (clarity of roles; decentralized decision-making; greater participation; physical proximity). Senior management plays a crucial role in creating an effective interface. The use of venture teams for new product activity is increasing. |
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