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Context and Antecedents of Information Utility at the R&D/Marketing Interface

Author

Listed:
  • Rudy K. Moenaert

    (Centrum voor Bedrijfs economie, Free University of Brussels, Pleinlaan 2, 1050 Brussels, Belgium, Delft University of Technology, The Netherlands)

  • William E. Souder

    (Center for the Management of Science and Technology, University of Alabama in Huntsville, Huntsville, Alabama 35899)

Abstract

The objective of the present study was to develop a comprehensive empirically-based model of the communication interface between R&D and marketing. Following Moenaert and Souder (Moenaert, R. K., Souder, W. E. 1990. An analysis of the use of extra-functional information by marketing and R&D personnel review and model. Product Innovation Management 7(3, September) 213--229.), a causal model of the antecedents of information utility at the R&D/marketing-interface was postulated. A non-experimental critical incident method was used to test the model. The field survey involved 386 team members of 80 new product innovation teams in 40 companies. Path analysis was used to test the causal model. Support for several aspects of the model were found. First, the relevance and the credibility of the message had strong effects on the perception of information utility. The comprehensibility of the message had a moderate effect on the perception of information utility, whereas novelty had a small effect. Second, the quality of the relationship, the seniority and the prior experience of the message source, and the type of communication channel used had significant effects on the perception of the message. The implications of the research results for managers and researchers are detailed.

Suggested Citation

  • Rudy K. Moenaert & William E. Souder, 1996. "Context and Antecedents of Information Utility at the R&D/Marketing Interface," Management Science, INFORMS, vol. 42(11), pages 1592-1610, November.
    • Handle: RePEc:inm:ormnsc:v:42:y:1996:i:11:p:1592-1610
    DOI: 10.1287/mnsc.42.11.1592
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    Citations

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    Cited by:

    1. Kartik Hosanagar, 2011. "Usercentric Operational Decision Making in Distributed Information Retrieval," Information Systems Research, INFORMS, vol. 22(4), pages 739-755, December.
    2. David Eshun Yawson, 2020. "Understanding Consumer Information Use in Small Businesses: The Determinants and Performance Outcomes," International Review of Management and Marketing, Econjournals, vol. 10(5), pages 50-62.
    3. Yamashita, Yuko & 山下, 裕子 & Uehara, Wataru & 上原, 渉 & Fukutomi, Gen & 福冨, 言 & Sasaki, Masato & Fukuchi, Hiroyuki & 福地, 宏之, 2012. "Dynamism Inside The Mo Box: The Credibility Of Market Information As A Key Factor In Market Orientation," Hitotsubashi Journal of commerce and management, Hitotsubashi University, vol. 46(1), pages 65-79, October.
    4. Mesak, Hani I. & Bari, Abdullahel & Luehlfing, Michael S. & Han, Fei, 2015. "On modeling the advertising-operations interface under asymmetric competition," European Journal of Operational Research, Elsevier, vol. 240(1), pages 278-291.
    5. Alok R. Saboo & Rajdeep Grewal, 2013. "Stock Market Reactions to Customer and Competitor Orientations: The Case of Initial Public Offerings," Marketing Science, INFORMS, vol. 32(1), pages 70-88, October.
    6. Zhani, Najlae & Mouri, Nacef & Ahmed, Tariq, 2022. "The role of mobile value and trust as drivers of purchase intentions in m-servicescape," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    7. 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.
    8. Samuel Sale, R. & Mesak, Hani I. & Inman, R. Anthony, 2017. "A dynamic marketing-operations interface model of new product updates," European Journal of Operational Research, Elsevier, vol. 257(1), pages 233-242.
    9. Akhilesh Bajaj & Sunder Kekre & Kannan Srinivasan, 2004. "Managing NPD: Cost and Schedule Performance in Design and Manufacturing," Management Science, INFORMS, vol. 50(4), pages 527-536, April.
    10. Kwaku Atuahene-Gima & Felicitas Evangelista, 2000. "Cross-Functional Influence in New Product Development: An Exploratory Study of Marketing and R...D Perspectives," Management Science, INFORMS, vol. 46(10), pages 1269-1284, October.
    11. George, Morris & Kumar, V. & Grewal, Dhruv, 2013. "Maximizing Profits for a Multi-Category Catalog Retailer," Journal of Retailing, Elsevier, vol. 89(4), pages 374-396.
    12. Liu, Yang & Liang, Xingkun & Shi, Yongjiang, 2018. "Brokerage and balance: Creating an effective organizational interface for product modularization in multinational R&D," Research Policy, Elsevier, vol. 47(6), pages 1133-1146.
    13. Olivia Aronson & Irene Henriques, 2023. "Shared Value Creation in Equivocal CSR Environments: A Configuration Approach," Journal of Business Ethics, Springer, vol. 187(4), pages 713-732, November.
    14. Driessen, P.H., 2005. "Green product innovation strategy," Other publications TiSEM f14c1bcc-f1bf-4637-b4a6-8, Tilburg University, School of Economics and Management.
    15. Johnston, Andrew & Huggins, Robert, 2018. "Partner selection and university-industry linkages: Assessing small firms' initial perceptions of the credibility of their partners," Technovation, Elsevier, vol. 78(C), pages 15-26.

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