INTEGRATING MARKETING AND R&D PROJECT PERSONNEL WITHIN INNOVATION PROJECTS: AN INFORMATION UNCERTAINTY MODEL*
提出一个权变框架，分析营销与研发职能在创新项目中通过信息传递降低不确定性，并解释整合如何促进不确定性减少的协同效应。
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.