Relationships between engineers and marketers within new product development: An Anglo‐German comparison

Abstract

This paper presents a comparative study of the views of British and German engineers on the relationship between engineers and marketers and the conflict between them. Data have been collected from 151 British and 84 German engineers in 25 companies. Engineers who work in a variety of functions and at a number of different levels within an organisation are included. It has been found that the relationship is seen as being reasonable, with teamwork and increased knowledge of marketing by engineers both needed to make it function effectively. The engineers in both countries do not seek to dominate marketing, but they do feel that they need to obtain an understanding of management and of marketing. Conflict is not seen as being high in either country but German engineers perceive there to be lower levels of conflict between them and their marketing colleagues. German engineers see education and training differences as being the main reasons for conflict, whereas British engineers cite a lack of understanding between the two functions as the main reason. Engineers in both countries agree that better communications, more teamwork and more training are needed to improve the interface between the two functions. From this study, modifications to current theoretical frameworks can be seen and these are discussed.

Citation

Shaw, C.T., Shaw, V. and Enke, M. (2004), "Relationships between engineers and marketers within new product development: An Anglo‐German comparison", European Journal of Marketing, Vol. 38 No. 5/6, pp. 694-719. https://doi.org/10.1108/03090560410529295