R&D is very important when it comes to scaling up your business. But, do you know that R&D and marketing are closely related to each other. Today we are going to talk about this in detail. Visit MSTnano to get R&D services.
Relationships between research and development and marketing
The research and development department and the marketing department are two key services of the company. However, because of the very different nature of their work, the collaboration between these two services, entities a priori very distinct from the company, has always been problematic. Previously, a company with a research and development department and a marketing department working more or less each on its own could survive or even prosper. Indeed, as globalization did not yet exist, the competition was much less fierce and companies could afford more “mistakes”. Go to MSTnano for R&D services.
However, today, it is quite different. Globalization has the consequence of making the “traditional” markets saturated, delivered to the toughest competition.
In general, new product ideas developed by R & D have two main origins:
– The market from which emerges a new need, which corresponds to a ” pull ” type strategy;
– The company, whose R & D department proposes innovations. It remains to find applications of interest to customers, it is the object of the strategy of the type ” push “.
Different impulses for innovation
The push strategy is needed when the origin of the innovation is internal to the company. The main driver of innovation within the company remains the R & D function, whose very purpose is the search for innovative ideas, although, in many companies, all employees are encouraged to develop new ideas.
For each project studied, R & D must take into account:
Its technical and commercial characteristics;
Its commercial characteristics;
the product policy of the company;
the human resources that the project requires;
strategic directions of the company.
Marketing then guides research towards the most effective solutions commercially, in fact, technological prowess is not enough, the new product is only worth what it brings to the user and not for what it is as the Concorde cruelly pointed out.
In contrast, the pull strategy comes into play when it comes to external innovations. External innovations are those suggested or dictated by the market: demand drives innovation. The company’s marketing must detect new product development opportunities in order to transmit them to the R & D department. Close collaboration between the company and its own suppliers and the customer is necessary to design new solutions in line with the real concerns of everyone. This mode of innovation is very common in the aeronautics sector because the technical or functional constraints of the project are such that manufacturers are forced to innovate to meet the requirements.
Whether in one or the other case, one of the conditions for a successful development is when marketing arises as the interlocutor of the market and research, promoting communication between the two.