Top management policies, marketing manufacturing involvement and innovation act: case analysis of UK.

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ACKNOWLEDGEMENT

My thanks go out to all who have helped me complete this study and with whom this project may have not been possible. In particular, my gratitude goes out to friends, facilitator and family for extensive and helpful comments on early drafts. I am also deeply indebted to the authors who have shared my interest and preceded me. Their works provided me with a host of information to learn from and build upon, also served as examples to emulate.

DECLARATION

I [type your full first names & surname here], declare that the following dissertation/thesis and its entire content has been an individual, unaided effort and has not been submitted or published before. Furthermore, it reflects my opinion and take on the topic and is does not represent the opinion of the University.

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TABLE OF CONTENTS

ACKNOWLEDGEMENTii

DECLARATIONiii

CHAPTER 01: INTRODUCTION1

Background of the Study1

Aims and Objectives3

Research Questions3

Significance of the Study4

CHAPTER 02: LITERATURE REVIEW5

Conceptual Framework5

Marketing-Manufacturing Process of Innovation6

Senior management and the Innovation process7

Aspects for Identification and definite of an organizational structure7

Manufacturing Focus8

Organizational Policies9

Team Policies10

The Influence of Senior Management on Marketing-Manufacturing Involvement11

CHAPTER 03: METHODOLOGY14

Research Process14

Overview of Qualitative Approach14

Research Method and Design Appropriateness15

Secondary Approach15

Qualitative Analysis16

Informed Consent17

Confidentiality17

Validity18

Data Analysis19

Qualitative Data Analysis19

REFERENCES21

CHAPTER 01: INTRODUCTION

Background of the Study

The process of marketing and manufacturing plays a crucial role in the successful development of the product. Successfully innovating a product is the key factor of growth and a determinant for the satisfying the customers in various markets. A successful product innovation requires a process of innovation that operates across a number of functional areas prevailing within an organization, which includes manufacturing, marketing and research and development departments. One of the popular ways to achieve efficient and effective integration between the manufacturing and marketing process is the support of the senior management. Most of the researchers have created a link between the influences of the top management that help improvise the innovation process an organization (Fukuyama, 1995, pp. 127).

The last decade has seen an enormous increase in competitive pressure in almost all product categories due to globalization of markets. Products now have to contend not only with domestic competition but also with a large number of foreign competitors. Moreover, survival of many products depends on their sales in foreign markets. Trade barriers are breaking down all over the world, resulting in changing patterns of competition. Even countries with traditionally protected markets are opening up. India, for example, is now offering a staggeringly large market to the world. Similar scenarios are evolving in China and various East European countries. Marketers now must take strategy decisions appropriate for such changing environments. Manufacturing strategy also must adapt. Such adaptation may include changes in design of the product or incorporation of new manufacturing technology (Finkelstein and Hambrick, 1996, Pp. 256).

Traditionally, manufacturing and marketing departments have tended to operate as relatively independent entities. For example, the manufacturing department designs and produces the products, then the marketing department takes the responsibility for selling them to potential ...