Aw. Pearson et Df. Ball, A FRAMEWORK FAR MANAGING COMMUNICATION AT THE RESEARCH-AND-DEVELOPMENT MARKETING INTERFACE, Technovation, 13(7), 1993, pp. 439-447
Reducing the time to market is a top priority in most technology-based
organizations. Ways of doing this frequently emphasize the need to pa
y attention to the management of interfaces between functions and, in
particular, between R&D and Marketing. Research has identified importa
nt characteristics of this interface, but few studies have specificall
y considered the influence of project type. In this paper we discuss a
simple framework which focuses attention on the uncertainty dimension
, and we then draw upon case examples from a research-intensive indust
ry to identify characteristics of the R&D/Marketing interface which im
pact on management and organization performance.