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Integrating Marketing And R&D Project Personnel Within Innovation Projects: An Information Uncertainty Model

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  • William E. Souder
  • Rudy K. Moenaert

Abstract

Technological innovation within the firm can be modelled as a process of uncertainty reduction. The four major sources of uncertainty are user needs, technological environments, competitive environments, and organizational resources. Reducing these uncertainties is the responsibility of the marketing and R&D functions within the firm. Because these functions are reciprocally interdependent, their success in reducing uncertainty requires integration and collaboration between them. A contingency framework is developed which shows the effect and the determinants of interfunctional information transfer. It is argued that the synergistic results of integration can best be understood as a within‐role increase of uncertainty reduction, and a between‐role convergence of functional uncertainty reduction. The implications of the model are discussed.

Suggested Citation

  • William E. Souder & Rudy K. Moenaert, 1992. "Integrating Marketing And R&D Project Personnel Within Innovation Projects: An Information Uncertainty Model," Journal of Management Studies, Wiley Blackwell, vol. 29(4), pages 485-512, July.
    • Handle: RePEc:bla:jomstd:v:29:y:1992:i:4:p:485-512
    DOI: 10.1111/j.1467-6486.1992.tb00675.x
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