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首页> 外文期刊>Journal of International Food & Agribusiness Marketing >Towards an integration of R & D and marketing in production development
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Towards an integration of R & D and marketing in production development

机译：在生产开发中将研发与市场营销相结合

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摘要

Two approaches which are characteristic of Research & Development and Marketing departments are compared. First, R & D versus Marketing orientations are explained, then the major differences between them are presented. The integration of both approaches may improve competitive advantage of the food industry. Factors stimulating such integration are presented on the basis of data from real business circumstances. Innovation is regarded as a major source of competitive advantage for a company. Therefore, integration in sensory methodology, that is commonly but differently used by R & D and Marketing departments, may contribute to the improvement of innovation practices and successful business performance. Finally, the role of consumer tests, oriented for marketing and product development, is illustrated.
机译：比较了研发和市场部门的两种方法。首先，解释了研发与市场营销的方向，然后介绍了两者之间的主要区别。两种方法的整合可以提高食品工业的竞争优势。基于来自实际业务环境的数据，提出了促进这种集成的因素。创新被视为公司竞争优势的主要来源。因此，研发和市场部门通常但不同地使用的感官方法学集成可能有助于改进创新实践和成功的业务绩效。最后，说明了面向市场和产品开发的消费者测试的作用。

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