Managing RD: some key issues

摘要

This paper discusses some of the key issues of R&D management including: the importance of R&D, different R&D strategies, selection of R&D projects, interface between R&D and marketing, and methods for evaluating and improving the quality of R&D management. Particular emphasis is given to the management of the R&D-marketing interface. Some of the issues that are addressed in the management of the R&D-marketing interface are: causes of friction between R&D and marketing functions, and guidelines for achieving an effective integration between the two functions. It is suggested that US industry should place more emphasis on R&D in order to regain its competitive edge. The decisions on R&D strategies and projects should be based upon thorough organizational resource analysis, and technical and marketing considerations. Finally, harmony of the R&D-marketing interface is essential for the success of R&D projects.