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The Marketing vs. R&D Dilemma in the Romanian Soft Drinks Industry and Implications on Consumer Health


  • Chiru Codrin

    () (The Academy of Economic Studies, Bucharest)


The management literature and practice have flagged many times the barriers between research and development (R&D) and marketing activities. Although representing “different cultures”, it is believed that if both functions collaborate well, then both technological and marketing powers would increase exponentially. Most of the Romanian soft drinks companies have a limited understanding of the new approach of integrating them, based on the strategic marketing as the key component, essential for the product development phase. This study presents several cases of how soft drinks bottlers use alimentary additives which, if consumed in high quantities, could represent a threat to consumer health and also how some marketing disruptive techniques could artificially maximize the new products value and also hinder consumers understanding, knowledge and freedom of choice. Finally this paper proves that the relation between R&D and marketing in the food & drinks industry could be key to assuring the right balance between scientific research and value communication in order to improve consumers’ health on the long term.

Suggested Citation

  • Chiru Codrin, 2011. "The Marketing vs. R&D Dilemma in the Romanian Soft Drinks Industry and Implications on Consumer Health," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(1), pages 348-353, May.
  • Handle: RePEc:ovi:oviste:v:11:y:2011:i:1:p:348-353

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    References listed on IDEAS

    1. Nicolae Al. Pop & Anca-Daniela Vl?doi, 2009. "The marketer-a complex specialist, a man of concept, decision and action," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 11(25), pages 9-20, February.
    2. Kaplan, Andreas M. & Haenlein, Michael, 2009. "The increasing importance of public marketing: Explanations, applications and limits of marketing within public administration," European Management Journal, Elsevier, vol. 27(3), pages 197-212, June.
    3. Grigorescu, Adriana, 2009. "Renewal marketing management in public and business organizations," MPRA Paper 25128, University Library of Munich, Germany.
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    More about this item


    Food safety; Marketing; Additives; R&D; Consumer health;

    JEL classification:

    • M21 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - Business Economics
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • I10 - Health, Education, and Welfare - - Health - - - General


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