The role of marketing accountability at the marketing and research and development departments' integration and the new product success

O.A. Acar, E. Karaosmanoglu, E.J. Nijssen

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Abstract

Marketing accountability is accepted as an important issue in various studies due to the current business working atmosphere, in which proof of contribution is demanded. At the same time, the integration between Marketing and Research&Development (R&D) departments is stated as crucial for successfully commercialization of new products. Recognizing that these both fertile research areas but also a lack of integration between them, this study sets out to conjoint these streams of researches and develops an integrated model. Specifically, this paper examines the effect of marketing accountability on the integration and joint learning of the Marketing and R&D departments. The basic premise is that increased marketing accountability will positively affect R&D s trust and recognition for the marketing and allow for better integration within the departments and also learning. The research builds on Granovetter s ideas regarding the effects of weak and strong ties. Apart from social relations works, we also draw on knowledge management literature, in order to better identify how and through which mechanisms marketing accountability affect new product success
Original languageEnglish
Title of host publicationProceedings of the 38th EMAC Conference, May 26-29, 2009
Place of PublicationNantes, France
Publication statusPublished - 2009
Event38th Annual Conference of the European Marketing Academy (EMAC 2009), 26-29 May 2009, Nantes, France: Marketing and the Core Disciplines - Audencia Nantes- Ecole de Management, Nantes, France
Duration: 26 May 200929 May 2009

Conference

Conference38th Annual Conference of the European Marketing Academy (EMAC 2009), 26-29 May 2009, Nantes, France
Abbreviated titleEMAC 2009
CountryFrance
CityNantes
Period26/05/0929/05/09

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