Understanding Barriers to Product Innovation at the R & D: Marketing Interface

This paper is about relationships between R & D and Marketing personnel in industrial companies and their influence on product innovation. Emphasis is placed on the fundamental differences in outlook and some of the professional, organisational and task‐related problems which typically arise when specialists are required to work together. The approach is largely behavioural and advice is offered on ways of dismantling barriers and creating a climate for mutual understanding and constructive co‐operation.