Putting the Marketing into R&D

McNulty, Terry and Whittington, Richard (1992) Putting the Marketing into R&D. Marketing Intelligence and Planning, 10 (9). pp. 10-16.


Examines how R&D can learn to market itself. Draws on four intensive case studies of in-house and independent laboratories to argue that developing this capability requires pervasive organizational change, which goes beyond the introduction of marketing specialists and the creation of marketing departments. At least as important are: the development of the managerial process at all levels of the organization; the evolution of new organizational structures; more sophisticated financial management systems; and a decentralized approach to marketing, within which professional technologists act as “part-time marketers”. Problems can arise owing to: personal conflicts which some technologists experience, whilst simultaneously attempting to satisfy client demands and their own professional standards and values; internal competition, which may adversely affect the activities of market intelligence generation, dissemination and responsiveness; and poor relationships between marketing specialists and professional technologists.

Item Type: Article
Keywords: Research and Development; Case studies; Decentralization; marketing; Organizational change
Subject(s): Strategy; Entrepreneurship & Global business
Centre: Faculty of Strategy, Entrepreneurship and International Business
Date Deposited: 19 Dec 2011 10:36
Last Modified: 23 Oct 2015 14:06
URI: http://eureka.sbs.ox.ac.uk/id/eprint/1783

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