Conflict between engineers and marketers: the engineer's perspective

Article Abstract:

It is widely acknowledged that an effective interface between the engineering and marketing functions of an organization is vital for the successful development of engineering products. However, researchers have identified the existence of high levels of conflict between engineers and marketers, which may be hampering an effective interface. This study aims to consider the issue of conflict between engineers and marketers from the perspective of the engineers at all levels within an organization. This study has found that, although in many cases the level of conflict is encouragingly low, there are a number of key issues that management needs to address to improve the relationship thereby minimizing conflict. The physical location of the two functions is an important consideration as integration is significantly increased in instances where marketing and engineering departments are physically colocated. Marketing training of engineers has a positive influence on the relationship, but careful management is needed to prevent this marketing knowledge that engineers are acquiring from becoming a new cause of conflict. (Reprinted by permission of the publisher.)

Practice, Conflict management, Intergroup relations

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Effective organization and management of technology assimilation: the case of Taiwanese information technology firms

Article Abstract:

This article examines organizational and management factors influencing technology assimilation in Taiwanese information technology firms. The findings of this empirical research show that effectiveness is significantly higher when multidisciplinary and multifunctional teams are involved in technology assimilation. An organization structure providing an environment that encourages communication, coordination, and openness is also found to facilitate technology assimilation. Furthermore, networking and flexibility brought about by modern information technologies are shown to be important in achieving the right conditions for effective technology assimilation. Managing the interaction between the source and recipient of technology is another critical activity determining the effectiveness of technology assimilation. (Reprinted by permission of the publisher.)

Electronic computers, Computers, Electronic Computer Manufacturing, Computer peripheral equipment, not elsewhere classified, Computer Auxiliary Equip, Computer and Peripheral Equipment Manufacturing, Taiwan, High technology industry, Information technology, Science and technology policy, Computer peripherals, Technology transfer

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Conflict between engineers and marketers: the experience of German engineers

Article Abstract:

An effective network between engineering and marketing is essential for development and marketability of new products. Study indicates that German engineers realize the importance of building and maintaining good relationship with marketers.

Germany, Engineering Services, Marketing, Engineering NEC, Management dynamics, Engineering & Architectural Services, Engineers, Management, Evaluation, Company business management

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