...
  • 主题
高级搜索  >
历史搜索 清空历史
首页> 外文期刊>International Journal of Technology Management: The Journal of the Technology Management of Technology, Engineering Management, Technology Policy and Strategy >THE EXPLOITATION OF A MULTIDISCIPLINARY APPROACH IN STUDYING THE R-AND-D/MARKETING INTERFACE WITH SOME EMPIRICAL EVIDENCE
【24h】

THE EXPLOITATION OF A MULTIDISCIPLINARY APPROACH IN STUDYING THE R-AND-D/MARKETING INTERFACE WITH SOME EMPIRICAL EVIDENCE

机译：具有某些经验证据的R＆D /标记界面研究的多学科方法的探索

获取原文
获取原文并翻译 | 示例
           
页面导航
  • 摘要
  • 著录项
  • 相似文献
  • 相关主题

摘要

In this article the author argues that previous literature addressing the R&D/marketing interface is revealing only in particular aspects of the interface. She proposes that a more complete understanding of its complexity, in terms of: (1) the scope of the interface and (2) the ways in which the interface may be facilitated or impeded, requires a multidisciplinary approach. Consequently a conceptual framework is developed, where two key multidisciplinary issues regarding the R&D/marketing interface are identified. They include interface motivation and expectation difference. The results of 48 in-depth interviews with managers in four multinational pharmaceutical firms show that there exist two types of interface motivation, i.e. motivation for long-term strategic relationship and motivation for short-term operational transaction. The former has led to a more effective interface due to shared expectations, whereas the latter has a greater potential for conflict due to big expectation difference. [References: 16]
机译：在本文中，作者认为，有关R＆D /市场营销接口的先前文献仅揭示了该接口的特定方面。她建议从以下方面更全面地了解其复杂性：（1）接口的范围和（2）可以促进或阻止接口的方式，需要采用多学科方法。因此，开发了一个概念框架，其中确定了有关R / D /营销接口的两个关键的多学科问题。它们包括界面动机和期望差异。对四家跨国制药公司的经理进行的48次深度访谈的结果表明，存在两种类型的界面动机，即长期战略关系动机和短期经营交易动机。由于共同的期望，前者导致了更有效的界面，而由于期望差异很大，后者具有更大的潜在冲突。 [参考：16]

著录项

相似文献

  • 外文文献
  • 中文文献
  • 专利
获取原文

客服邮箱：kefu@zhangqiaokeyan.com

京公网安备：11010802029741号 ICP备案号：京ICP备15016152号-6 六维联合信息科技 (北京) 有限公司©版权所有

  • 客服微信

  • 服务号