Inlämning av Examensarbete / Submission of Thesis

Annika Hassum; Andreas Pettersson , pp. 72. MAM/Sektionen för Management, 2012.

The work

Författare / Author: Annika Hassum, Andreas Pettersson
Titel / Title: THE R&D AND MARKETING INTERFACE IN NEW PRODUCT DEVELOPING COMPANIES - FUNCTIONAL INTEGRATION AND CONSENSUS LEADERSHIP IN SCANDINAVIAN COMPANIES
Abstrakt Abstract:

To meet market needs, high-technology companies need to integrate their marketing and R&D functions in their New Product Development (NPD) programs. Despite extensive research on factors affecting R&D/marketing integration, resulting in several manager improvement recommendations, the conflicts at the R&D/marketing interface during NPD remains a problem the industry. Research has shown strong cross-national differences in the R&D/marketing interface, which affects how integration is achieved in different cultures. To our knowledge, no R&D/marketing interface research has been conducted in Scandinavia. The purpose with our research study was to investigate if the R&D/marketing interfaces in Scandinavian companies are also characterized with friction and conflict. The aim was also to find out if other factors affect R&D/marketing integration in the Scandinavian companies than in other cultures, due to the commonly practiced Scandinavian consensus leadership style with group decision making.

An extensive literature research was conducted to explore the conflict in the R&D interface; factors affecting R&D/marketing integration; and the role of management in Scandinavian NPD companies. Based on the literature review findings, a two-phased sequential mixed research approach was used. First a quantitative survey was conducted, where data was collected from 48 professionals on their views on the R&D/marketing interface. Secondly, 11 interviews were conducted at three large Scandinavian NPD companies.

Our research concludes that there is friction, and even open conflicts, in the R&D/marketing interface in Scandinavian companies. We found that marketing seems to perceive a greater level of conflict than R&D during the NPD process: This may partly be explained by the fact that top management often implicitly signals that R&D efforts are more important than marketing during NDP. Our findings indicate that the conflict starts at the corporate top level, and since top management can’t agree on joint directives for R&D and marketing, the power struggle is pushed down to the NPD teams. We also found that the investigated Scandinavian companies all have decision climates characterized by the Scandinavian consensus leadership style and this affects the R&D/marketing integration and lead to poor decision in the NPD teams with comprise products as results. We conclude that Scandinavian managers need to present clearer corporate directives to avoid dysfunctional NPD teams developing products based on compromise solutions.

Ämnesord / Subject: Företagsekonomi - Business Administration\Organization
Företagsekonomi - Business Administration\Information
Företagsekonomi - Business Administration\Management Control
Nyckelord / Keywords: R&D, marketing, integration, New Product Development NPD, Consensus Leadership, Scandinavia

Publication info

Dokument id / Document id: houn-8zcb9v
Program:/ Programme Master of Business Administration (MBA)
Registreringsdatum / Date of registration: 10/23/2012
Uppsatstyp / Type of thesis: Magisterarbete/Master's Thesis (60 credits)

Context

Handledare / Supervisor: Jan Svanberg
Examinator / Examiner: Marie Aurell
Organisation / Organisation: Blekinge Institute of Technology
Institution / School: MAM/Sektionen för Management
S-372 25 Ronneby
+46 455 38 50 00
Anmärkningar / Comments:

Annika Hassum, annika.hassum@gmail.com
Andreas Pettersson, andreas.pettersson.home@gmail.com

Files & Access

Bifogad uppsats fil(er) / Files attached: bth2012hassum.pdf (1264 kB, öppnas i nytt fönster)