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Information styles of marketing and RandD personnel during technological product innovation projects

Author: De Meyer, Arnoud ; Deschoolmeester, Dirk ; Moenaert, Rudy ; Souder, William E.INSEAD Area: Technology and Operations ManagementIn: RandD Management, vol. 22, no. 1, 1992 Language: EnglishDescription: p. 21-39.Type of document: INSEAD ArticleNote: Please ask the Library for this articleAbstract: The article examines the elements which influence the perception of the utility of information received from another function. Field study research was conducted in 40 Belgian companies. In each company, two on-going innovation projects were studied (one planning project, one develoment project). Crossfunctional communication behaviours at the RandD/Marketing interface were measured by means of mailed structured questionnaires. Three-hundred and eighty-six questionnaires were returned. The data analyses show four underlying information dimensions: the perceived relevance; the perceived comprehensibility; the perceived novelty and the perceived credibility of information. Some contingency variables are also discussed, such as the function of the message receiver, and the stage in the innovation process, that might moderate the impact of these dimensions. It will be shown that the interaction between source and receiver has a significant impact on these four dimensions
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The article examines the elements which influence the perception of the utility of information received from another function. Field study research was conducted in 40 Belgian companies. In each company, two on-going innovation projects were studied (one planning project, one develoment project). Crossfunctional communication behaviours at the RandD/Marketing interface were measured by means of mailed structured questionnaires. Three-hundred and eighty-six questionnaires were returned. The data analyses show four underlying information dimensions: the perceived relevance; the perceived comprehensibility; the perceived novelty and the perceived credibility of information. Some contingency variables are also discussed, such as the function of the message receiver, and the stage in the innovation process, that might moderate the impact of these dimensions. It will be shown that the interaction between source and receiver has a significant impact on these four dimensions

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