Title: The interface between marketing and R&D based on process management

Authors: Qiaoying Ding

Addresses: School of Economics and Management, Lanzhou Jiaotong University, Lanzhou 730070, Gansu, China

Abstract: Traditional product research and development work has some problems, such as information asymmetry between departments and poor connection with marketing work, which affects the progress of product marketing work. From the perspective of process management, this paper studies the interface between marketing and R&D. Based on the analysis of the disadvantages of the traditional product research and development and marketing process, the interface conditions of product research and development and marketing are integrated, the corresponding interface mechanism is established, and the department process structure is innovated on the basis of making the two achieve effective collaborative management. Through empirical analysis, it can be seen that enterprises can build a process collaborative management scheme based on customer needs and forward the customer demand information to the R&D department through the information docking platform, so as to enhance the market competitiveness of products through the effective interface between marketing and R&D.

Keywords: process management; collaborative management; marketing; product research and development.

DOI: 10.1504/IJTM.2023.127856

International Journal of Technology Management, 2023 Vol.91 No.1/2, pp.39 - 52

Received: 26 Apr 2021
Accepted: 17 Sep 2021
Published online: 20 Dec 2022 *