Information styles of marketing and R&D personnel during technological product innovation projects
Information styles of marketing and R&D personnel during technological product innovation projects
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营销和R的信息风格
DOI：
10.1111/j.1467-9310.1992.tb00786.x
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发表时间：
1992
期刊：
影响因子：
--
通讯作者：
W. Souder
中科院分区：
文献类型：
--
作者：
R. Moenaert;D. Deschoolmeester;A. Meyer;W. Souder
本文的研究问题可以用以下方式表述：影响从其他功能接收的信息的效用感知的因素有哪些？对 40 家比利时公司进行了实地调查研究。在每家公司，我们研究了两个正在进行的创新项目（一个规划项目，一个开发项目）。研发/营销界面的跨职能沟通行为已通过邮寄结构化调查问卷的方式进行了测量。已收回问卷三百八十六份。数据分析表明，存在四个潜在的信息维度，即感知相关性、感知可理解性、感知新颖性和感知信息可信度。我们还讨论了一些可能减轻这些维度影响的偶然变量（消息接收者的功能、创新过程的阶段）。结果表明，信息源和接收者之间的交互对接收信息的感知可信度、感知可理解性和感知新颖性有显着影响。
The research question in the present article can be phrased in the following way: what are the elements which influence the perception of the utility of information received from another function? A field study research has been conducted in 40 Belgian companies. In each company, we have studied two on-going innovation projects (one planning project, one development project). Crossfunctional communication behaviours at the R&D/marketing interface have been measured by means of mailed structured questionnaires. Three-hundred and eighty-six questionnaires have been returned. The data analyses show that there are four underlying information dimensions, i.e. the perceived relevance, the perceived comprehensibility, the perceived novelty and the perceived credibility of information. We also discuss some contingency variables (function of the message receiver, stage in the innovation process) that might moderate the impact of these dimensions. It will be shown that the interaction between source and receiver has a significant impact on the perceived credibility, the perceived comprehensibility and the perceived novelty of the received information.