Information styles of marketing and R&D personnel during technological product innovation projects
The research question in the present article can be phrased in the following way: what are the elements which influence the perception of the utility of information received from another function? A field study research has been conducted in 40 Belgian companies. In each company, we have studied two on-going innovation projects (one planning project, one development project). Crossfunctional communication behaviours at the R&D/marketing interface have been measured by means of mailed structured questionnaires. Three-hundred and eighty-six questionnaires have been returned. The data analyses show that there are four underlying information dimensions, i.e. the perceived relevance, the perceived comprehensibility, the perceived novelty and the perceived credibility of information. We also discuss some contingency variables (function of the message receiver, stage in the innovation process) that might moderate the impact of these dimensions. It will be shown that the interaction between source and receiver has a significant impact on the perceived credibility, the perceived comprehensibility and the perceived novelty of the received information.
Marketing | Operations and Supply Chain Management | Technology and Innovation
Wiley: 24 months
MOENAERT, Rudy K.; DESCHOOLMEESTER, Dirk; DE MEYER, Arnoud Cyriel Leo; and SOUDER, William E..
Information styles of marketing and R&D personnel during technological product innovation projects. (1992). R&D Management. 22, (1), 21-39. Research Collection Lee Kong Chian School Of Business.
Available at: http://ink.library.smu.edu.sg/lkcsb_research/5465