GENERATING MARKETING RESOURCES BY MEANS OF RESEARCH-AND-DEVELOPMENT ACTIVITIES IN HIGH-TECHNOLOGY FIRMS

This article argues that R&D activity may be used creatively to enhanc e marketing. Ir specifically considers the activities of R&D and marke ting in small high technology firms where there are insights to be gai ned about organizing for flexibility. It is argued that the R&D proces s can be approached not only as a technical exercise, but as a social interaction. The discussion provides managerial suggestions and outlin es a research agenda for the investigation of organizational issues in fluencing the R&D-marketing interface. (C) Elsevier Science Inc., 1997 .