Moenaert, R. K. & Souder, W. E. (1990). An Information Transfer Model for Integrating Marketing and R&D Personnel in New Product Development Projects. Journal of Product Innovation Management, 7(2), 91-107.

Format: Peer-reviewed article

Type: Research — Non-experimental

Experience level of reader: Advanced

Annotation: The authors present a causal framework which outlines the factors needed for successful information transfer between marketing and research and development departments. They also create a model which shows the relationship between integration mechanisms, inter functional information transfer, uncertainty reduction, and new product development.

Setting(s) to which the reported activities/findings are relevant: Large business, Small business (less than 500 employees)

Knowledge user(s) to whom the piece of literature may be relevant: Manufacturers, Researchers

Knowledge user level addressed by the literature: Organization

This article uses the Commercial Devices and Services version of the NtK Model

• Conduct market research, business analysis, prototype development and trials to reduce uncertainty, acquire information and ultimately increase new product development success.
  Literature Review
  Occurrence of finding within the model: Step 5.1, Step 4.11, Step 4.3, Step 6.3, Step 6.1, Step 5.3

• Continually observe and correct problems or errors made by team members to improve the quality of decision making and implementation.
  Literature review
  Occurrence of finding within the model: Step 9.2, Step 8.4

Barrier: Communication problems can be the most problematic barrier to integration between research and development and marketing.
Occurrence of finding within the model: Step 4.1

Tip: Use integration techniques such as multidisciplinary groups, business boards, interdepartmental representatives, job rotation and integrator persons to promote a successful marketing and research and development relationship.
Occurrence of finding within the model: Step 4.1