Effectiveness of Nominal and Interacting Group Decision Processes for Integrating R&D and Marketing
AbstractBecause R&D and marketing are dependent upon each other for new product development, it is imperative that they achieve consensus and organizational integration (a team spirit of collaboration and joint commitment). But, consensus and integration are often inhibited by the differing viewpoints of R&D and marketing, which are a natural consequence of their specialized organizational roles and cultures. There is a need for a process that will bridge these dissonant viewpoints and cultures, while otherwise preserving the specialized orientations of the two parties. The bridging properties of three group decision making processes--nominal, interacting, and combined nominal-interacting--were tested by nine strategic planning teams, each composed of R&D and marketing personnel. The combined nominal-interacting process yielded very high levels of statistical consensus and group integration. The nominal process produced statistical consensus but it did not yield high levels of integration. The interacting process did not produce either consensus or integration. The results here and elsewhere indicate that consensus and collaboration problems between R&D and marketing may be alleviated by replacing the interacting decision making process, which is typically used by many organizations, with a combined nominal-interacting process.
Download InfoIf you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
Bibliographic InfoArticle provided by INFORMS in its journal Management Science.
Volume (Year): 23 (1977)
Issue (Month): 6 (February)
You can help add them by filling out this form.
CitEc Project, subscribe to its RSS feed for this item.
- Leenders, M.A.A.M. & Wierenga, B., 2002. "How The Impact Of Integration Of Marketing And R&D Differs Depending On A Firm?s Resources And Its Strategic Scope," Research Paper ERS-2002-68-MKT, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus Uni.
- Rehme, Sarina & Rennhak, Carsten, 2011. "Marketing and sales: Successful peacekeeping," Reutlingen Working Papers on Marketing & Management 2011-11, Reutlingen University, ESB Business School.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Mirko Janc).
If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.
If references are entirely missing, you can add them using this form.
If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.
If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.
Please note that corrections may take a couple of weeks to filter through the various RePEc services.