Wang, Qing (1993) The R&D/marketing interface in product innovation : a case of the UK pharmaceutical industry. PhD thesis, University of Warwick.

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Abstract

This R&D/marketing interface study is of a multi-disciplinary nature. In the
study the role of the R&D/marketing interface is re arded as the pursuit of
competitive advantage through negotiated exchange process between the two
parties. As a result, iportant research constructs
are
identified with reference
to several academic disciplines, including organization theory, innovation
studies, marketing and strategic management. These constructs are (a) the
environmental constructs, (b) the organizational constructs, and (c) the strategic
constructs.
A case study methodology is applied to examine the R&D/marketing interface
patterns and tendencies found in twelve drug innovation projects. However, the
research theoretical framework is not constrained to a particular industry. Thus,
on the basis of the framework, the study aims to offer a higher level explanation
on why these variations and tendencies regarding the R&D/marketing interface
have been observed.
The research findings indicate that the twelve drug innovation projects studied
in this research belong to three project types. These include a' relatedtechnology
and existing-market' t of project, an "unrelated-technology and
new-market" type of project and
anew-technology
and new-market" type of
project. The research findings further reveal that the effectiveness and the
desired level of the R&D/marketing interface are influenced by both the
environmental constructs and the organizational constructs. Meanwhile, several
unexpected findings are derived from the research, such as the serious effect of
contingent technical problems upon the R&D/marketing interface, the crucial
balance between development speed and development risk and so on.
The research has resulted in a more precise definition of the R&D/marketing
interface in five dimensions. These are (a) the corporate strategic dimension, (b)
the corporate technical dimension, (c) the product strategic dimension, (d) the
product technical dimension and (e) the operational dimension. These
dimensions form a integral part of the R&D/marketing interface. This finding
will provide the future research in this field with a crucial link to those
academic areas indicated earlier. It will also help top management, marketing
managers and R&D managers identify more accurately their responsibilities and
detect quickly the weak interface dimensions that need to be strengthened.

Item Type:	Thesis (PhD)
Subjects:	H Social Sciences > HD Industries. Land use. Labor
Library of Congress Subject Headings (LCSH):	New products -- Case studies, Research and development projects -- Case studies, Marketing -- Case studies, Pharmaceutical industry -- Great Britain -- Case studies
Official Date:	August 1993
Dates:	Date Event August 1993 Submitted
Institution:	University of Warwick
Theses Department:	School of Industrial and Business Studies
Thesis Type:	PhD
Publication Status:	Unpublished
Supervisor(s)/Advisor:	Hirst, Mel
Sponsors:	British Council ; China
Extent:	xv, 255 leaves
Language:	eng

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