Coordination to market technology : the contribution of cooperative goals and interaction
Document Type
Journal article
Source Publication
Journal of High Technology Management Research
Publication Date
1-1-1998
Volume
9
Issue
1
First Page
1
Last Page
15
Abstract
Marketing managers must facilitate coordination among employees from sales, engineering, training, and support to market technology successfully. Thirty-six employees of a branch marketing division of a multi-national computer and office automation company were interviewed on problems they solved effectively and ineffectively with people from different departments. Results support the theory of cooperation and competition and indicate that cooperative goals coupled with open-minded, constructive controversy greatly contribute to serving customers and strengthening work relationships, This study suggests antecedents for cooperative goals, empirically develops categories of interactions, and suggests that cooperation theory can also be used to analyze coordination between marketing and other divisions.
DOI
10.1016/1047-8310(88)90002-8
Print ISSN
10478310
E-ISSN
18791638
Publisher Statement
Copyright © 1998 Published by Elsevier Inc.
Access to external full text or publisher's version may require subscription.
Full-text Version
Publisher’s Version
Language
English
Recommended Citation
Tjosvold, D., Meredith, L., & Wong, C. L. (1998). Coordination to market technology: The contribution of cooperative goals and interaction. Journal of High Technology Management Research, 9(1), 1-15. doi: 10.1016/1047-8310(88)90002-8