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Nature of the R&D/Marketing co‐operation in the design of technologically advanced new industrial products
Author(s) -
Bonnet Didier C. L.
Publication year - 1986
Publication title -
randd management
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.253
H-Index - 102
eISSN - 1467-9310
pISSN - 0033-6807
DOI - 10.1111/j.1467-9310.1986.tb01165.x
Subject(s) - interfacing , profit (economics) , interface (matter) , product design , new product development , product (mathematics) , marketing , product engineering , business , computer science , manufacturing engineering , process management , engineering , economics , mathematics , microeconomics , geometry , bubble , maximum bubble pressure method , parallel computing , computer hardware
Many studies have consistently reported that success in industrial new product innovation is linked with the degree of interfacing between R&D and Marketing in the early stages of the product development process. However, very little evidence of such an interface has been reported in advanced technology firms and the relevant literature provides little empirical material on the matter. Based on a pilot study of 23 new product projects in ten firms in the U.K. it is argued that, in many instances, firms are missing a fundamental issue in the R&D/Marketing cooperation. Too often, the interface is limited to the identification of general market need for a particular new product idea. The paper emphasises the fact that the interface should provide the means for an efficient product design procedure between R&D and Marketing. This design link should, in turn, profit both the engineering design of the product and its future marketability. The paper also outlines the advantages and the problems inherent in the exercise and proposes a framework for implementation.