haku: @author Brownlie, D. / yhteensä: 14
viite: 7 / 14
| Tekijä: | Tzokas, N. Saren, M. Brownlie, D. |
| Otsikko: | Generating marketing resources by means of R&D activities in high technology firms |
| Lehti: | Industrial Marketing Management
1997 : JUL, VOL. 26:4, p. 331-340 |
| Asiasana: | INDUSTRIAL MARKETING MANAGEMENT HIGH TECHNOLOGY |
| Kieli: | eng |
| Tiivistelmä: | This article argues that R&D activity may be used creatively to enhance marketing. It specifically considers the activities of R&D and marketing in small high technology firms where there are insights to be gained about organizing for flexibility. It is argued that the R&D process can be approached not only as a technical exercise, but as a social interaction. The discussion provides managerial suggestions and outlines a research agenda for the investigation of organizational issues influencing the R&D-marketing interface. |
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