Title

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

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