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The R&D/Production Interface: A Case Study of New Product Commercialization
Author(s) -
Ginn Martin E.,
Rubenstein Albert H.
Publication year - 1986
Publication title -
journal of product innovation management
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 2.646
H-Index - 144
eISSN - 1540-5885
pISSN - 0737-6782
DOI - 10.1111/1540-5885.330158
Subject(s) - commercialization , business , superordinate goals , interface (matter) , process management , new product development , interpersonal communication , marketing , computer science , knowledge management , psychology , social psychology , bubble , maximum bubble pressure method , parallel computing
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.