NDLI: Do R&D and marketing departments perceive innovation fundamentals through the same lenses?

Content Provider	IEEE Xplore Digital Library
Author	Pereira, A. Sequeira, J.
Copyright Year	2008
Description	Author affiliation: Econ. Fac., Univ. of Porto, Porto (Pereira, A.; Sequeira, J.)
Abstract	Todaypsilas competitive world, no matter what industry we are considering, has innovation as a key element for the survival and growth of firms. The product development process tends to be central to the sustainability of firms, emerging the need of top management and the different departments to focus on innovation and to perceive this same objective as a common path which has to be taken together. The literature stresses that Marketing and R&D, the leading departments on the innovation process within firms, have to work jointly to achieve the market success of the innovative product. Usually, this stream of the literature discusses the integration issue focusing essentially on the outcomes - failure/success factors of the innovation process - derived from the (lack of) integration between these departments. In the present paper we assess how close are the perceptions of these departments on the innovation process through the use of an innovation audit. To our knowledge, no study has used the innovation audit to assess the integration of Marketing and R&D departments. The study was applied to a set of key actors within the Marketing and R&D departments of a Portuguese beverage firm. Being a case study, due to the limitation of its sample, it evidences an actual divergence of global perceptions regarding to the firmpsilas innovation process and performance. These results highlights the need for departmentspsila integration not only on the outcomes, but they also indicate that a big effort should be employed in order to close perceptionpsilas gaps on Strategy, Process, Linkages, Learning and Organization, i.e. the fundamentals of innovation, namely by improving intra- and interdepartmental communication.
Starting Page	1
Ending Page	6
File Size	298362
Page Count	6
File Format	PDF
ISBN	9781424422883
DOI	10.1109/IEMCE.2008.4617993
Language	English
Publisher	Institute of Electrical and Electronics Engineers, Inc. (IEEE)
Publisher Date	2008-06-28
Publisher Place	Portugal
Access Restriction	Subscribed
Rights Holder	Institute of Electrical and Electronics Engineers, Inc. (IEEE)
Subject Keyword	Technological innovation Product development Organizations Couplings Publishing Innovation management Industries Departments Integration Innovation audit R&D Marketing
Content Type	Text
Resource Type	Article

Sl.	Authority	Responsibilities	Communication Details
1	Ministry of Education (GoI), Department of Higher Education	Sanctioning Authority	https://www.education.gov.in/ict-initiatives
2	Indian Institute of Technology Kharagpur	Host Institute of the Project: The host institute of the project is responsible for providing infrastructure support and hosting the project	https://www.iitkgp.ac.in
3	National Digital Library of India Office, Indian Institute of Technology Kharagpur	The administrative and infrastructural headquarters of the project	Dr. B. Sutradhar bsutra@ndl.gov.in
4	Project PI / Joint PI	Principal Investigator and Joint Principal Investigators of the project	Dr. B. Sutradhar bsutra@ndl.gov.in Prof. Saswat Chakrabarti will be added soon
5	Website/Portal (Helpdesk)	Queries regarding NDLI and its services	support@ndl.gov.in
6	Contents and Copyright Issues	Queries related to content curation and copyright issues	content@ndl.gov.in
7	National Digital Library of India Club (NDLI Club)	Queries related to NDLI Club formation, support, user awareness program, seminar/symposium, collaboration, social media, promotion, and outreach	clubsupport@ndl.gov.in
8	Digital Preservation Centre (DPC)	Assistance with digitizing and archiving copyright-free printed books	dpc@ndl.gov.in
9	IDR Setup or Support	Queries related to establishment and support of Institutional Digital Repository (IDR) and IDR workshops	idr@ndl.gov.in

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