IDEAS home Printed from https://ideas.repec.org/a/inm/ormnsc/v23y1977i6p595-605.html
   My bibliography  Save this article

Effectiveness of Nominal and Interacting Group Decision Processes for Integrating R&D and Marketing

Author

Listed:
  • William E. Souder

    (University of Pittsburgh)

Abstract

Because R&D and marketing are dependent upon each other for new product development, it is imperative that they achieve consensus and organizational integration (a team spirit of collaboration and joint commitment). But, consensus and integration are often inhibited by the differing viewpoints of R&D and marketing, which are a natural consequence of their specialized organizational roles and cultures. There is a need for a process that will bridge these dissonant viewpoints and cultures, while otherwise preserving the specialized orientations of the two parties. The bridging properties of three group decision making processes--nominal, interacting, and combined nominal-interacting--were tested by nine strategic planning teams, each composed of R&D and marketing personnel. The combined nominal-interacting process yielded very high levels of statistical consensus and group integration. The nominal process produced statistical consensus but it did not yield high levels of integration. The interacting process did not produce either consensus or integration. The results here and elsewhere indicate that consensus and collaboration problems between R&D and marketing may be alleviated by replacing the interacting decision making process, which is typically used by many organizations, with a combined nominal-interacting process.

Suggested Citation

  • William E. Souder, 1977. "Effectiveness of Nominal and Interacting Group Decision Processes for Integrating R&D and Marketing," Management Science, INFORMS, vol. 23(6), pages 595-605, February.
    • Handle: RePEc:inm:ormnsc:v:23:y:1977:i:6:p:595-605
    DOI: 10.1287/mnsc.23.6.595
    as

    Download full text from publisher

    File URL: http://dx.doi.org/10.1287/mnsc.23.6.595
    Download Restriction: no
    File URL: https://libkey.io/10.1287/mnsc.23.6.595?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Muhammad Ashraf & Mohammad Asif Khan & Noor Ismawati Jaafar & Ainin Sulaiman, 2015. "The impact of Involvement in CRM Initiative on Inter-functional Integration and Organizational Performance: Evidence from Pakistani Enterprises," Information Management and Business Review, AMH International, vol. 7(1), pages 29-40.
    2. James Boles & Albert N. Link, 2017. "On the R&D/marketing interface in knowledge intensive entrepreneurial firms," International Entrepreneurship and Management Journal, Springer, vol. 13(3), pages 943-952, September.
    3. Maltz, Elliot & Souder, William E. & Kumar, Ajith, 2001. "Influencing R&D/marketing integration and the use of market information by R&D managers: intended and unintended effects of managerial actions," Journal of Business Research, Elsevier, vol. 52(1), pages 69-82, April.
    4. Leenders, M.A.A.M. & Wierenga, B., 2002. "How The Impact Of Integration Of Marketing And R&D Differs Depending On A Firm?s Resources And Its Strategic Scope," ERIM Report Series Research in Management ERS-2002-68-MKT, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam.
    5. Muhammad Ashraf & Asad Afzal Humayon & Jamil Ahmad & Mazhar Abbas, 2017. "Three condensed importance of interfunctional communication for the acceptance of CRM system," Cogent Business & Management, Taylor & Francis Journals, vol. 4(1), pages 1402474-140, January.
    6. Rehme, Sarina & Rennhak, Carsten, 2011. "Marketing and sales: Successful peacekeeping," Reutlingen Working Papers on Marketing & Management 2011-11, Reutlingen University, ESB Business School.
    7. Leenders, M.A.A.M. & Wierenga, B., 2001. "The Effectiveness of Different Mechanisms for Integrating Marketing and R&D," ERIM Report Series Research in Management ERS-2001-20-MKT, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam.
    8. Wang, Chia-Nan & Lee, Yueh-Hsiu, 2014. "Degrees of R&D/marketing integration and firms` economic performance," Asian Journal of Empirical Research, Asian Economic and Social Society, vol. 4(1), pages 65-78, January.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:inm:ormnsc:v:23:y:1977:i:6:p:595-605. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Chris Asher (email available below). General contact details of provider: https://edirc.repec.org/data/inforea.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.