The Marketing–R&D Interface: Do Personality Factors Have an Impact?
The Marketing–R&D Interface: Do Personality Factors Have an Impact?
复制标题
营销与研发界面：性格因素有影响吗？
DOI：
10.1111/1540-5885.540257
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发表时间：
1988
影响因子：
10.5
通讯作者：
Alan J. Bush
中科院分区：
文献类型：
--
作者：
G. H. Lucas;Alan J. Bush
摘要营销-研发接口通常被认为是新产品开发过程中最关键的功能接口。最近，人们对这两个领域中的哪个领域应该主导产品开发进行了大量讨论。直到最近，如何培育成功的营销与研发接口的问题才成为实证研究的主题。乔治·卢卡斯和艾伦·布什介绍了一项研究结果，该研究解决了这两个领域之间的个体差异，特别是个性差异，作为对它们的整合和由此产生的新产品成功水平的影响。这一结果与职业选择文献中的发现基本一致。这些调查结果为最高管理层试图从这一关键业务流程中获得最大限度的积极结果提供了一些初步建议。
Abstract The marketing—R&D interface is generally regarded as the most critical functional interface in the new product development process. A great deal of discussion has recently taken place over which of these two areas should dominate product development. Only recently has the issue of how to foster a successful marketing—R&D interface been the topic of empirical investigation. George Lucas and Alan Bush present results of a study which addresses individual differences, in particular, personality differences, between the two areas as an influence on their integration and resultant new product success level. The results are largely consistent with findings from the occupational choice literature. These findings provide some preliminary suggestions for top management in its attempt to maximize positive outcomes from this critical business process.