INTEGRATING MARKETING AND RESEARCH-AND-DEVELOPMENT PROJECT PERSONNEL WITHIN INNOVATION PROJECTS - AN INFORMATION UNCERTAINTY MODEL

Technological innovation within the firm can be modelled as a process of uncertainty reduction. The four ma or 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.