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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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    Cited by:

    1. Verworn, Birgit, 2009. "A structural equation model of the impact of the "fuzzy front end" on the success of new product development," Research Policy, Elsevier, vol. 38(10), pages 1571-1581, December.
    2. Kelly Huang & Brent Lao & Gregory McPhee, 2020. "Internal information quality and patent‐related innovation," Journal of Business Finance & Accounting, Wiley Blackwell, vol. 47(3-4), pages 489-518, March.
    3. P. Herings & Felix Kubler, 2007. "Approximate CAPM When Preferences are CRRA," Computational Economics, Springer;Society for Computational Economics, vol. 29(1), pages 13-31, February.
    4. Lee, Yun-Huei & Wang, Kung-Jeng, 2012. "Performance impact of new product development processes for distinct scenarios under different supplier–manufacturer relationships," Mathematics and Computers in Simulation (MATCOM), Elsevier, vol. 82(11), pages 2096-2108.
    5. Tsai, Ming-Hsiu & Chang, Jung-Hsin & Lin, Yuan-Sheng & Cheng, Kuo-Chih, 2020. "The Impact of Product innovation on Performance: The Influence of Uncertainty and Managerial Accounting Information Systems," MPRA Paper 102898, University Library of Munich, Germany.
    6. Adenfelt, Maria & Lagerström, Katarina, 2006. "Knowledge development and sharing in multinational corporations: The case of a centre of excellence and a transnational team," International Business Review, Elsevier, vol. 15(4), pages 381-400, August.
    7. Blazevic, V. & Lievens, A., 2003. "Learning during the new financial service innovation process: antecedents and performance effects," Research Memorandum 023, Maastricht University, Maastricht Research School of Economics of Technology and Organization (METEOR).
    8. Yen Hsu, 2013. "Design Co-creation and Performance in New Product Development Process," International Journal of Business Research and Management (IJBRM), Computer Science Journals (CSC Journals), vol. 4(3), pages 63-74, September.
    9. Derrick Herbst & Brian Barnard, 2016. "Innovation Management in South Africa: An Inquiry," Journal of Management and Sustainability, Canadian Center of Science and Education, vol. 6(3), pages 34-43, September.
    10. Tobias Roeth & Patrick Spieth & Verena Joachim, 2019. "The Interaction Of Intuition And Rationality During Escalated Npd Decisions: An Investigation Of Decision-Makers’ Affective States," International Journal of Innovation Management (ijim), World Scientific Publishing Co. Pte. Ltd., vol. 24(04), pages 1-31, June.
    11. Maltz, Elliot & Souder, William E. & Kumar, Ajith, 2001. "Influencing R&D/marketing integration and the use of market information by R&D managers: intended and unintended effects of managerial actions," Journal of Business Research, Elsevier, vol. 52(1), pages 69-82, April.
    12. Yen Hsu, 2012. "Linking Design, Marketing, and Innovation: Managing the Connection for Competitive Advantage," International Journal of Business Research and Management (IJBRM), Computer Science Journals (CSC Journals), vol. 3(6), pages 333-346, December.
    13. Santos-Vijande, María Leticia & López-Sánchez, Jose Ángel & Pascual-Fernández, Primitiva & Rudd, John M., 2021. "Service innovation management in a modern economy: Insights on the interplay between firms’ innovative culture and project-level success factors," Technological Forecasting and Social Change, Elsevier, vol. 165(C).
    14. Mohan V. Tatikonda & Mitzi M. Montoya-Weiss, 2001. "Integrating Operations and Marketing Perspectives of Product Innovation: The Influence of Organizational Process Factors and Capabilities on Development Performance," Management Science, INFORMS, vol. 47(1), pages 151-172, January.
    15. Johansson Magnus & Rani Jeanne Dang & Rick Middel, 2012. "Actions driving and legitimizing radical innovations in a large firm," Post-Print halshs-00727515, HAL.
    16. Blazevic, Vera & Lievens, Annouk, 2004. "Learning during the new financial service innovation process: Antecedents and performance effects," Journal of Business Research, Elsevier, vol. 57(4), pages 374-391, April.
    17. Maria Adenfelt & Katarina Lagerström, 2008. "The development and sharing of knowledge by Centres of Excellence and transnational teams: A conceptual framework," Management International Review, Springer, vol. 48(3), pages 319-338, May.
    18. Paulo J. Gomes & Nitin R. Joglekar, 2008. "Linking modularity with problem solving and coordination efforts," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 29(5), pages 443-457.
    19. Ralf Meinhardt & Sebastian Junge & Martin Weiss, 2018. "The organizational environment with its measures, antecedents, and consequences: a review and research agenda," Management Review Quarterly, Springer, vol. 68(2), pages 195-235, April.
    20. Herstatt, Cornelius & Verworn, Birgit, 2000. "A causal model of the impact of the "fuzzy front end" on the success of new product development," Working Papers 23, Hamburg University of Technology (TUHH), Institute for Technology and Innovation Management.
    21. Spieth, Patrick & Joachim, Verena, 2017. "Reducing front end uncertainties: How organisational characteristics influence the intensity of front end analysis," Technological Forecasting and Social Change, Elsevier, vol. 123(C), pages 108-119.
    22. Verworn, Birgit & Herstatt, Cornelius & Nagahira, Akio, 2006. "The impact of the fuzzy front end on new product development success in Japanese NPD projects," Working Papers 39, Hamburg University of Technology (TUHH), Institute for Technology and Innovation Management.
    23. Gerda Gemser & Mark Leenders & Charles Weinberg, 2012. "More effective assessment of market performance in later stages of the product development process: The case of the motion picture industry," Marketing Letters, Springer, vol. 23(4), pages 1019-1031, December.
    24. Yen Hsu, 2017. "Organizational Innovation, Design And Npd Performance: The Role Of Co-Creation Strategy," International Journal of Innovation Management (ijim), World Scientific Publishing Co. Pte. Ltd., vol. 21(04), pages 1-19, May.
    25. Martin Hoegl & Katharina Weinkauf & Hans Georg Gemuenden, 2004. "Interteam Coordination, Project Commitment, and Teamwork in Multiteam R&D Projects: A Longitudinal Study," Organization Science, INFORMS, vol. 15(1), pages 38-55, February.

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