INTEGRATING MARKETING AND R&D PROJECT PERSONNEL WITHIN INNOVATION PROJECTS: AN INFORMATION UNCERTAINTY MODEL*

It is argued that the synergistic results of integration can best be understood as a within-role increase of uncertainty reduction, and a between-role convergence of functional uncertainty reduction.

Abstract

ABSTRACT Technological innovation within the firm can be modelled as a process of uncertainty reduction. The four major sources of uncertainty are user needs, technological environments, competitive environments, and organizational resources. Reducing these uncertainties is the responsibility of the marketing and R&D functions within the firm. Because these functions are reciprocally interdependent, their success in reducing uncertainty requires integration and collaboration between them. A contingency framework is developed which shows the effect and the determinants of interfunctional information transfer. It is argued that the synergistic results of integration can best be understood as a within‐role increase of uncertainty reduction, and a between‐role convergence of functional uncertainty reduction. The implications of the model are discussed.