search query: @author Enke, M. / total: 2
reference: 1 / 2
« previous | next »
| Author: | Shaw, V. Shaw, C.T. Enke, M. |
| Title: | Conflict between engineers and marketers: the experience of German engineers |
| Journal: | Industrial Marketing Management
2003 : AUG, VOL. 32:6, p. 489-499 |
| Index terms: | Marketing Engineers Conflict Germany Europe |
| Language: | eng |
| Abstract: | An effective interface between engineering and marketing (herein: e&m.) is considered to be vital for the successful development and commercialization of new products. Studies in the U.S., Japan and the U.K. have, however, identified that conflict btw. engineers and marketers (herein: c/e&m.)can act as a barrier to effective cooperation. This study aims to further our understanding in this important area by studying c/e&m., from the engineer's perspective in German companies. This study has found that German engineers recognize the importance of trust, good understanding, common knowledge, integration and teamwork in building a good relationship with marketers. The main sources of conflict between German engineers and their marketing colleagues are differences in education and training and different goals and priorities. Both managers and educators of e&m. need to understand how the differences in education and training influence the relationship, and to develop courses. |
« previous | next »
SCIMA