Generating marketing resources by means of R&D activities in high technology firms

Nikolaos Tzokas, Michael Saren, Douglas Brownlie

    Research output: Contribution to journalArticlepeer-review

    5 Citations (Scopus)

    Abstract

    This article argues that R&D activity may be used creatively to enhance marketing. It specifically considers the activities of R&D and marketing in small high technology firms where there are insights to be gained about organizing for flexibility. It is argued that the R&D process can be approached not only as a technical exercise, but as a social interaction. The discussion provides managerial suggestions and outlines a research agenda for the investigation of organizational issues influencing the R&D-marketing interface.

    Original languageEnglish
    Pages (from-to)331-340
    Number of pages10
    JournalIndustrial Marketing Management
    Volume26
    Issue number4
    DOIs
    Publication statusPublished - Jul 1997

    ASJC Scopus subject areas

    • Marketing

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