J. Norton et al., INTEGRATING RESEARCH-AND-DEVELOPMENT AND MARKETING - A COMPARISON OF PRACTICES IN THE JAPANESE AND AMERICAN CHEMICAL INDUSTRIES, IEEE transactions on engineering management, 41(1), 1994, pp. 5-20
The authors analyze survey information collected from R&D and marketin
g managers working for American and Japanese chemical manufacturers. T
he report three key differences in the R&D-marketing relationships bet
ween Japanese and American firms. Those differences involve the proced
ures for allocating the tasks between the functional areas, the activi
ties assigned to each area as a result, and the potential for conflict
between the two functions. Specifically, the authors find evidence th
at R&D departments in Japanese firms have a larger role in new-product
development than do marketing departments. American firms are not cha
racterized by the same asymmetry in their relationship. Finally, the A
merican firms studied did exhibit a greater potential for conflict bet
ween functions.