بررسی بازاریابی و رابط های تحقیق و توسعه در صنعت ساخت
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بررسی بازاریابی و رابط های تحقیق و توسعه در صنعت ساخت

عنوان فارسی مقاله: استراتژی مشارکت رسانه های اجتماعی: بررسی بازاریابی و رابط های تحقیق و توسعه در صنعت ساخت
عنوان انگلیسی مقاله: Social media engagement strategy: Investigation of marketing and R&D interfaces in manufacturing industry
مجله/کنفرانس: مدیریت بازاریابی صنعتی - Industrial Marketing Management
رشته های تحصیلی مرتبط: مدیریت
گرایش های تحصیلی مرتبط: مدیریت فناوری اطلاعات، بازاریابی، سیاست های تحقیق و توسعه، مدیریت کسب و کار
کلمات کلیدی فارسی: توسعه محصول جدید، رابط بازاریابی تحقیق و توسعه، ادغام میان کارکردی، رسانه های اجتماعی، رسانه های اجتماعی B2B، مشارکت رسانه های اجتماعی، استراتژی مشارکت، بازاریابی تحقیق و توسعه، بازاریابی رسانه های اجتماعی
کلمات کلیدی انگلیسی: New product development، Marketing-R&D interface، Cross-functional integration، Social media، B2B social media، Social media engagement، Engagement strategy، R&D-marketing، Social media marketing
نوع نگارش مقاله: مقاله پژوهشی (Research Article)
نمایه: Scopus - Master Journal List - JCR
شناسه دیجیتال (DOI): https://doi.org/10.1016/j.indmarman.2017.10.001
دانشگاه: School of Innovation, Design and Engineering, Mälardalen University, Box 325, 631 05 Eskilstuna, Sweden
ناشر: الزویر - Elsevier
نوع ارائه مقاله: ژورنال
نوع مقاله: ISI
سال انتشار مقاله: 2018
ایمپکت فاکتور: 3/64 در سال 2017
شاخص H_index: 106 در سال 2019
شاخص SJR: 1/663 در سال 2017
شناسه ISSN: 0019-8501
شاخص Quartile (چارک): Q1 در سال 2017
فرمت مقاله انگلیسی: PDF
تعداد صفحات مقاله انگلیسی: 12
وضعیت ترجمه: ترجمه نشده است
قیمت مقاله انگلیسی: رایگان
آیا این مقاله بیس است: خیر
کد محصول: E11054
فهرست انگلیسی مطالب

Abstract


1- Introduction


2- Theoretical background


3- Method


4- Results


5- Discussions and conclusions


References

نمونه متن انگلیسی مقاله

Abstract


Research shows that effective marketing and R&D interface is pivotal in a company's new product development performance and future competitiveness. The increased popularity of social media promised to enhance interaction, collaboration, and networking between the two functions. However, there is limited knowledge regarding the key activities, infrastructure requirements, and potential benefits of social media in the marketing and R&D interface. This study aims to advance the current understanding of social media engagement strategies, which facilitates improved marketing and R&D interfaces and ultimately NPD performance for manufacturing companies. Based on a multiple-case study in two manufacturing companies, this study first presents the role of social media in facilitating improved marketing and R&D interface within a B2B context. Second, it presents the adoption process of the social media engagement strategy for an evolving marketing and R&D interface. The adoption process is divided into three phases, namely coordination, cooperation, and coproduction, to provide detailed insights regarding full-scale social media engagement. Taken together, the study provides novel insights into industrial marketing management literature by exemplifying the role of social media and proposing a systematic social engagement strategy for improved marketing and R&D interface in the manufacturing industry.


Introduction


New product development (NPD) is pivotal to companies' longterm survival and growth (Ahmad, Mallick, & Schroeder, 2013; Geroski & Machin, 1992). A prominent key success factor for NPD is the ability to closely integrate and build upon competences from many internal functional departments, such as sales, marketing, research and development (R & D), engineering, finance, production, and aftermarket (Gomes, de Weerd-Nederhof, Pearson, & Cunha, 2003). Specifically, there is a wide consensus that enhanced marketing and R & D interface are vital to NPD success (Griffin & Hauser, 1996; Gupta, Raj, & Wilemon, 1985; Lam & Chin, 2005; Li & Chen, 2016; Song & Song, 2010; Xie, Song, & Stringfellow, 2003). This is because the marketing function possesses deeper insights into the customer and the market, and R & D function represents the knowledge, skills, and capabilities to develop innovative product and service offers. Through improved interface between marketing and R & D, technical and market expertise are effectively combined to achieve the common business goals such as develop novel product design with higher marketability (Fain, Kline, & Duhovnik, 2011). A harmonious marketing and R & D interface helps companies to integrate resources, mitigate innovation risks, access new technologies, enter new markets, improve product quality, and reduce uncertainties (Hempelmann & Engelen, 2015; Yao, Xu, Song, Jiang, & Zhang, 2014). Although positive benefits from interface integration between marketing and R & D towards innovativeness have been widely recognized (Fain et al., 2011; Olson, Walker, Ruekert, & Bonner, 2001), studies also acknowledge the higher likelihood of conflicts and challenges arising between marketing and R & D interface (Hernandez & Lee, 2007) due to the differences in their personality, backgrounds, language, responsibilities, perspectives, and interests (Griffin & Hauser, 1996; Wang, 1996).

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