Generating marketing resources by means of R&D activities in high technology firms
This article argues that R&D activity may be used creatively to enhance marketing. It specifically considers the activities of R&D and marketing in small high technology firms where there are insights to be gained about organizing for flexibility. It is argued that the R&D process can be...
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| Veröffentlicht in: | Industrial marketing management 1997-07, Vol.26 (4), p.331-340 |
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| container_end_page | 340 |
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| container_issue | 4 |
| container_start_page | 331 |
| container_title | Industrial marketing management |
| container_volume | 26 |
| creator | Tzokas, Nikolaos Saren, Michael Brownlie, Douglas |
| description | This article argues that R&D activity may be used creatively to enhance marketing. It specifically considers the activities of R&D and marketing in small high technology firms where there are insights to be gained about organizing for flexibility. It is argued that the R&D process can be approached not only as a technical exercise, but as a social interaction. The discussion provides managerial suggestions and outlines a research agenda for the investigation of organizational issues influencing the R&D-marketing interface. |
| doi_str_mv | 10.1016/S0019-8501(96)00120-4 |
| format | Article |
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| fulltext | fulltext |
| identifier | ISSN: 0019-8501 |
| ispartof | Industrial marketing management, 1997-07, Vol.26 (4), p.331-340 |
| issn | 0019-8501 1873-2062 |
| language | eng |
| recordid | cdi_proquest_journals_204587144 |
| source | Elsevier ScienceDirect Journals |
| subjects | Flexibility High tech industries Marketing R&D Research & development Studies |
| title | Generating marketing resources by means of R&D activities in high technology firms |
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