CONCURRENT ENGINEERING - INFORMATION ACQUISITION BETWEEN HIGH TECHNOLOGY MARKETEERS AND R-AND-D ENGINEERS IN NEW PRODUCT DEVELOPMENT

摘要

The informational interface between marketing and research and development engineers in high technology companies is empirically assessed to identify the underlying dimensions facilitating communication. Working in tandem with an industry partner, a multi-phased approach allowed both the specific observation of this phenomenon in the field, and comparison and contrast with the results of a survey research approach of organizations across the United States. Results from each phase correspond in providing the identification of relevant informational dimensions. [References: 89]