Vivienne Shaw

Conflict between Engineers and Marketers: The Engineer’s Perspective

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.

Intra-Firm Learning in Technology Transfer: A Study of Taiwanese Information Technology Firms

This paper presents the results of a study of intra-firm learning in Taiwanese information technology firms. Focusing on 100 effective and less effective projects within 49 companies, the research finds that firms with a high level of absorptive capacity are able to transfer technology more effectively. Effective projects display lower barriers to the internal diffusion of the acquired technology, thereby encouraging intra-firm learning. Furthermore, learning, both at an individual and group level, is found to have a significant influence on the outcome of a technology transfer project. In effective projects, particular emphasis is placed on an informal, hands-on approach to training and learning.

Successful marketing strategies: A study of British and German companies in the machine tool industry

Abstract This empirical study compares the marketing strategies and organizational characteristics of successful and less successful competitors operating in the machine tool market. Successful manufacturers are shown to develop long-term strategies with a greater emphasis on market share. Their higher level of market focus is demonstrated by their clear understanding of the changing needs of machine tool buyers. In addition, successful companies were found to be largely planning oriented while maintaining a balanced organization. Less successful competitors, meanwhile, were found to emphasize short-term strategies-survival, in particular. Many lacked a clear understanding of their customers requirements and the need to develop machine tools to match those changing needs. Planning was of little importance to these companies.

Effective Organization and Management of Technology Assimilation: The Case of Taiwanese Information Technology Firms

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

The Marketing Strategies of British and German Companies

Compares empirically the marketing strategies and organizational characteristics of 40 British and German companies operating in the machine tool industry. Shows that German manufacturers have a clear objective to develop a long‐term business focusing on quality and reliability as a means of satisfying customer needs. Meanwhile, finds the British companies adopt a more defensive approach to their marketing strategies with their main focus on short‐term profit maximization. While the German companies have developed marketing mixes broadly consistent with their strategy, the British manufacturers have a poor understanding of customer needs leading to a mismatch between strategy and marketing‐mix decisions. The German subsidiaries, although they share their parent′s focus on quality, are seen to be less clear about their long‐term future so that they show a closer resemblance to their British competitors in adopting more defensive strategies.

Successful marketing strategies in the changing machine tool market

This paper explores the marketing and organizational characteristics of a sample of American, German, Japanese and British companies operating in the UK machine tool market. The aim is to compare the strategies and organizational features of successful and less successful international competitors and to identify useful lessons for managers seeking to improve their companys performance in the changing European machine tool market. The need for customer focus, marketing orientation and committed organizations is reinforced in this study.

International competition in the UK machine tool market

This paper presents the findings of an empirical study comparing the marketing strategies and organizations of a sample of British, German, US and Japanese companies competing for customers in the British machine tool market. The Anglo‐American companies were found to pursue short term strategies aimed at maximizing profitability. The Japanese and German subsidiaries, meanwhile, were more market‐oriented.

Absorptive Capacity and Learning in Technology Transfer: The Case of Taiwanese Information Technology Firms

Technology transfer has been considered as an effective facilitator of technology development for late industrializing countries (Chanaron and Perrin, 1987). Kogut and Zander (1993) note that technology transfer lies at the heart of the issue of the growth of firms, domestically and internationally. Firms grow on their ability to create new knowledge and to replicate this knowledge so as to expand their market. Their advantage lies in being able to understand and carry out technology transfer more effectively than other firms. Kedia and Bhagat (1988) argue that the practice of adopting and implementing Western technologies in newly industrialized countries (such as South Korea and Taiwan) has not been a simple case of ‘borrowing’ or imitating. Technologies are transferred to these economies for cultivating indigenous technological capability and establishing competitive advantage. This research, therefore concentrates on the facilitative role of technology transfer in the specific context of Taiwanese information technology firms.

The marketing activities of new golf developments in the UK and Ireland

Presents the findings of a study of the marketing activities of 61 new golf developments opened since 1990. Suggests that, owing to increasing demand for golf, developers should have no difficulty in attracting golfers, but finds that the majority of the new facilities have failed to understand the nature of the demand. Concludes that it is their failure to employ marketing activities which has led, in many cases, to a mismatch between supply and demand.

Conflict between Designers and Marketers: A Study of Graphic Designers in New Zealand

Good relationships between marketing and design are important for marketing success. However, good relationships do not always occur. This study therefore aims to assess the interface between graphic designers and marketers in New Zealand and to determine how the relationship can be improved in the future. The study has found that, generally, the level of integration and quality of the relationship between graphic designers and marketers is good and that the level of conflict is relatively low. The main sources of conflict are issues relating to time and cost constraints, poor communications and a lack of understanding and respect for each other. The main ways in which the relationship can be improved are through better communications, through the two functions learning more about each others discipline and through closer cooperation.