Moenaert, R. K. & Souder, W. E. (1990). An Information Transfer Model for Integrating Marketing and R&D Personnel in New Product Development Projects. Journal of Product Innovation Management, 7(2), 91-107.
Format: Peer-reviewed article
Type: Research — Non-experimental
Experience level of reader: Advanced
Annotation: The authors present a causal framework which outlines the factors needed for successful information transfer between marketing and research and development departments. They also create a model which shows the relationship between integration mechanisms, inter functional information transfer, uncertainty reduction, and new product development.
Setting(s) to which the reported activities/findings are relevant: Large business, Small business (less than 500 employees)
Knowledge user(s) to whom the piece of literature may be relevant: Manufacturers, Researchers
Knowledge user level addressed by the literature: Organization
This article uses the Commercial Devices and Services version of the NtK Model
Barrier: Communication problems can be the most problematic barrier to integration between research and development and marketing.
Occurrence of finding within the model: Step 4.1
Tip: Use integration techniques such as multidisciplinary groups, business boards, interdepartmental representatives, job rotation and integrator persons to promote a successful marketing and research and development relationship.
Occurrence of finding within the model: Step 4.1