The exploitation of a multidisciplinary approach in studying the R&D/marketing interface with some empirical evidence Online publication date: Fri, 22-May-2009
by Qing Wang
International Journal of Technology Management (IJTM), Vol. 11, No. 3/4, 1996
Abstract: In this article the author argues that previous literature addressing the R&D/marketing interface is revealing only in particular aspects of the interface. She proposes that a more complete understanding of its complexity, in terms of: (1) the scope of the interface and (2) the ways in which the interface may be facilitated or impeded, requires a multidisciplinary approach. Consequently a conceptual framework is developed, where two key multidisciplinary issues regarding the R&D/marketing interface are identified. They include interface motivation and expectation difference. The results of 48 in-depth interviews with managers in four multinational pharmaceutical firms show that there exist two types of interface motivation, i.e. motivation for long-term strategic relationship and motivation for short-term operational transaction. The former has led to a more effective interface due to shared expectations, whereas the latter has a greater potential for conflict due to big expectation difference.
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