Integrating R&D and marketing for success in product innovation: an experience by a manufacturer of cosmetic raw materials

Abstract

In order to increase chances of success and reduce uncertainty and failure along the launch process of new products, especially innovative ones, it is important that the R&D and the Marketing departments of an organization work in an integrated manner. In this context, the present study sought to identify the level of integration between the R&D and Marketing departments of a Brazilian manufacturer of cosmetic raw materials. The aims were: to find the determinants of the level of required integration; to point out the determinants of the level of achieved integration; to determine the level of importance of each analyzed item; and to diagnose the elements to be dealt with primarily, based on the model proposed by Gupta, Raj and Wilemon. The data consisted of collected material: first, meetings were held with the R&D and Marketing director; and once the data collection instrument had been elaborated with closed questions, answers were obtained by the supervisors, managers and senior managers of the company. After data analysis, tables were organized to show the determinants of required integration level, achieved integration level, and representativeness, valuation and results of the company's integration level. The results show an active and productive integration and allow one to infer the company makes efforts to create and foster integration between the departments. Nonetheless, there is space for improvements. The study's limitations stem from the impossibility to generalize the results due to the method used and due to the fact that the research was conducted in one company only.