haku: @author Raj, S. P. / yhteensä: 9
viite: 2 / 9
| Tekijä: | Gupta, A. K. Raj, S. P. Wilemon, D. |
| Otsikko: | Managing the R/D-marketing interface |
| Lehti: | Research Management
1987 : MAR-APR, VOL. 30:2, p.38-43 |
| Asiasana: | R&D ORGANIZATIONAL STRUCTURE |
| Kieli: | eng |
| Tiivistelmä: | 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. |
SCIMA