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Interactions between marketing and R&D departments in implementing different business strategies

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  • Robert W. Ruekert
  • Orville C. Walker

Abstract

This paper examines how interactions between marketing and research and development personnel vary across business units pursuing different strategies. Based on the Miles and Snow typology of strategy, several propositions concerning the extent of interdepartmental conflict, the structures used to manage and resolve such conflicts, and the perceived effectiveness of the interaction between marketing and R&D are developed. These propositions are empirically tested in a study of marketing personnel from three divisions of a large Fortune 500 company. The results of this preliminary test indicate that conflict between the two departments is greatest under a prospector business unit strategy. The degree of formalization and the use of different forms of conflict resolution mechanisms only partially conformed to the predictions of Miles and Snow, but were strongly linked to respondents' assessment of the effectiveness of relations between the two functional areas.

Suggested Citation

  • Robert W. Ruekert & Orville C. Walker, 1987. "Interactions between marketing and R&D departments in implementing different business strategies," Strategic Management Journal, Wiley Blackwell, vol. 8(3), pages 233-248, May.
    • Handle: RePEc:bla:stratm:v:8:y:1987:i:3:p:233-248
    DOI: 10.1002/smj.4250080303
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    1. Chen, Chung-Jen & Lin, Bou-Wen & Lin, Ya-Hui & Hsiao, Yung-Chang, 2016. "Ownership structure, independent board members and innovation performance: A contingency perspective," Journal of Business Research, Elsevier, vol. 69(9), pages 3371-3379.
    2. Zahra, Shaker A. & Neubaum, Donald O. & Larraneta, Barbara, 2007. "Knowledge sharing and technological capabilities: The moderating role of family involvement," Journal of Business Research, Elsevier, vol. 60(10), pages 1070-1079, October.
    3. Mohsen, Kholoud & Eng, Teck-Yong, 2016. "The antecedents of cross-functional coordination and their implications for marketing adaptiveness," Journal of Business Research, Elsevier, vol. 69(12), pages 5946-5955.
    4. Schmid, Stefan & Grosche, Philipp & Mayrhofer, Ulrike, 2016. "Configuration and coordination of international marketing activities," International Business Review, Elsevier, vol. 25(2), pages 535-547.
    5. Rose, Gregory M. & Shoham, Aviv & Neill, Stern & Ruvio, Ayalla, 2007. "Manufacturer perceptions of the consequences of task and emotional conflict within domestic channels of distribution," Journal of Business Research, Elsevier, vol. 60(4), pages 296-304, April.
    6. A. Varadaraj & M. Prasanna Mohan Raj & S. Ananth, 2021. "The Impact of Human Resource Management Policies on Business and Marketing Strategy Implementation within the Marketing Organization," Eastern European Journal for Regional Studies (EEJRS), Center for Studies in European Integration (CSEI), Academy of Economic Studies of Moldova (ASEM), vol. 7(2), pages 182-207, December.
    7. Arndt, Aaron D. & Karande, Kiran & Landry, Timothy D., 2011. "An Examination of Frontline Cross-functional Integration during Retail Transactions," Journal of Retailing, Elsevier, vol. 87(2), pages 225-241.
    8. Franz W. Kellermanns & Kimberly A. Eddleston, 2004. "Feuding Families: When Conflict Does a Family Firm Good," Entrepreneurship Theory and Practice, , vol. 28(3), pages 209-228, May.
    9. Morgan, Neil A. & Clark, Bruce H. & Gooner, Rich, 2002. "Marketing productivity, marketing audits, and systems for marketing performance assessment: integrating multiple perspectives," Journal of Business Research, Elsevier, vol. 55(5), pages 363-375, May.
    10. Zihanxin Li & Guilong Zhu, 2021. "Knowledge Transfer Performance of Industry-University-Research Institute Collaboration in China: The Moderating Effect of Partner Difference," Sustainability, MDPI, vol. 13(23), pages 1-22, November.
    11. Guo, Chiquan & Wang, Yong J. & Metcalf, Ashley, 2014. "How to calibrate conventional market-oriented organizational culture in 21st century production-centered firms? A customer relationship perspective," International Journal of Production Economics, Elsevier, vol. 156(C), pages 235-245.
    12. Avlonitis George J. & Lionakis Konstantinos, 2015. "Marketing-Sales Interface and Organizational Competitiveness," Marketing of Scientific and Research Organizations, Sciendo, vol. 15(1), pages 59-76, March.
    13. Grimmer, Louise & Grimmer, Martin & Mortimer, Gary, 2018. "The more things change the more they stay the same: A replicated study of small retail firm resources," Journal of Retailing and Consumer Services, Elsevier, vol. 44(C), pages 54-63.
    14. Nicolaj Siggelkow, 2002. "Misperceiving Interactions Among Complements and Substitutes: Organizational Consequences," Management Science, INFORMS, vol. 48(7), pages 900-916, July.
    15. Heide, Jan B. & Stump, Rodney L., 1995. "Performance implications of buyer-supplier relationships in industrial markets : A transaction cost explanation," Journal of Business Research, Elsevier, vol. 32(1), pages 57-66, January.
    16. Judge, William Q. & Stahl, Michael J., 1995. "Middle-manager effort in strategy implementation: A multinational perspective," International Business Review, Elsevier, vol. 4(1), pages 91-111, March.
    17. Mustafa Rehman Khan & Naveed R. Khan & V V Ravi Kumar & Vimal Kamleshkumar Bhatt & Falak Malik, 2022. "Customer-Defined Market Orientation, Brand Image and Customer Satisfaction: A Mediation Approach," SAGE Open, , vol. 12(4), pages 21582440221, December.
    18. Rose, Gregory M. & Shoham, Aviv, 2004. "Interorganizational task and emotional conflict with international channels of distribution," Journal of Business Research, Elsevier, vol. 57(9), pages 942-950, September.
    19. Eddleston, Kimberly A. & Kellermanns, Franz W., 2007. "Destructive and productive family relationships: A stewardship theory perspective," Journal of Business Venturing, Elsevier, vol. 22(4), pages 545-565, July.
    20. Clercq, Dirk De & Menguc, Bulent & Auh, Seigyoung, 2009. "Unpacking the relationship between an innovation strategy and firm performance: The role of task conflict and political activity," Journal of Business Research, Elsevier, vol. 62(11), pages 1046-1053, November.
    21. Cosmina Lelia Voinea, 2017. "Managerial Cognition, Strategy and Performance of Foreign SMEs in Romania," International Business Research, Canadian Center of Science and Education, vol. 10(12), pages 48-67, December.
    22. Deeds, David L. & Hill, Charles W. L., 1996. "Strategic alliances and the rate of new product development: An empirical study of entrepreneurial biotechnology firms," Journal of Business Venturing, Elsevier, vol. 11(1), pages 41-55, January.
    23. Shaker A. Zahra, 2020. "Technological capabilities and international expansion: the moderating role of family and non-family firms’ social capital," Asia Pacific Journal of Management, Springer, vol. 37(2), pages 391-415, June.

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