(The) relationship between marketing and R&D in new product development

Abstract

Understanding the relationship between marketing and R&D is important in the successful management of new product development. This study includes three interrelated topics, i.e., conflict, sociocultural differences, and marketing``s influence within the firm. One part of this study examines the sociocultural differences between R&D and marketing managers. This study investigates antecedents and consequences of the sociocultural differences based on the theoretical framework adopted from the literature on group diversity. This study also tests the presence of sociocultural differences using responses from both R&D and marketing managers in Korean high-technology firms. Korean R&D and marketing managers showed different sociocultural traits from U.S. or Japanese managers. In terms of professional orientation, R&D mangers tend to pursue their research/professional interests regardless of the importance to the organization. Moreover, marketing managers showed a higher level of bureaucratic orientation. Regarding the antecedents, the joint reward system was negatively related with sociocultural difference. In terms of the consequences, both marketing-R&D integration and creative effects on the product category was found to be negatively associated with sociocultural difference. This study also covers interfunctional conflict between marketing and R&D. There has been a dispute over whether the effects of marketing``s conflict are functional or dysfunctional. Thus one aim is to address the controversy by introducing a multidimensional approach on interfunctional conflict. This study investigates the differential effects of task conflict and relationship conflict on performance-related and socio-psychological outcomes. In addition, this study examine the corporate, innovation, and personal characteristics that determine the level of interfunctional conflict between marketing and R&D. The survey conducted for this study on marketing and R&D managers from Korean high-te...