Title :
Functional perspectives on innovation: The correlates of innovation in the marketing and manufacturing functions
Author :
Kamath, Rajan R. ; Mansour-Cole, Dina M. ; Apana, R.
Author_Institution :
Coll. of Bus. Adm., Cincinnati Univ., OH, USA
fDate :
8/1/1993 12:00:00 AM
Abstract :
Existing knowledge about the correlates of innovation and the context of strategic decisions is used to develop propositions about the differences in the correlates of innovation in marketing and manufacturing functions. The theoretical model proposed is eclectic: it draws upon theory development in the fields of economics, engineering management, and corporate strategy. It is proposed that manufacturing managers link their innovation decisions to their assessment of the product´s uniqueness in comparison with competitor´s products. In contrast, marketing managers link their innovation decisions to the clarity of innovation objectives based on the customers´ needs. The analysis of data from key informants in 172 firms is used to test the propositions. Whereas product uniqueness and clarity are significant correlates of innovation in the total sample, support is found for the proposition that the manufacturing subgroup focuses more on clarity
Keywords :
management; manufacture; marketing; corporate strategy; economics; engineering management; innovation; manufacturing; marketing; strategic decisions; theoretical model; Acceleration; Couplings; Data analysis; Innovation management; Management training; Marketing management; Product development; Pulp manufacturing; Technological innovation; Testing;
Journal_Title :
Engineering Management, IEEE Transactions on
