http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-2.xsd
empirical investigation of the role of marketing in new product design
The purpose of this study was to empirically determine the relationship of marketing to new product design. Specifically, this study examined and measured the magnitude and the nature of the influence of marketing in the new product design process relative to the influence of other departments within the firm. The study also investigated the methodology (i.e., the steps) in the new product design process. To collect the necessary information, a census was taken of the 776 largest firms involved in research and development in the U.S.A. according to Business Week's R&D Scoreboard, (June 20, 1983). An identical mail questionnaire was mailed to both the R&D and marketing department heads of each firm in order to compare differences in responses by the two types of managers. A total of 543 usable questionnaires were returned for a response rate of 35%. Nonresponse error analysis revealed no significant differences between respondent and nonrespondent firms. Seven research hypotheses were tested. The results of the statistical analyses supported three of the seven hypotheses. The most important finding strongly indicates R&D controls new product design with relatively little input by marketing. To the extent that the marketing department is the best representative of the consumer within the typical business firm, this finding also indicates there is relatively little input by consumers into new product design. The second important finding was that R&D and marketing managers have significantly different perceptions of each other's influence and control in new product design. Thus, the problems between R&D and marketing managers will probably continue until top management sets new policies for their working relationships. The research is expected to add to the understanding of the role of marketing in new product design. It also provides implications for practitioners who are currently involved in the development and design of new products.
Includes bibliographical references (leaves 124-129).