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Culture Wars

By: Marie Alice Dibon
Posted: January 5, 2010, from the January 2010 issue of GCI Magazine.

page 9 of 12

Once these are made, it is marketing’s job to get them out, sell and distribute, make sure that they are indeed accepted, used, purchased and praised.

This centrifugal movement is the necessary balance for the company’s survival. It is also the natural movement of these personnel. Centrifugal and market-focused.

The common denominator here is the consumer, with a jar in her hand. That is where the magic can happen. The only time R&D and marketing work in the same direction is during the elaboration of concepts. This is only time that marketing works inward.

During that time, it is, again, essential to concentrate all the energies on the project, as it is a unique opportunity for both teams to unite around the project. It is the point where technology is reconciled with its end use—the consumer with a jar in her hand. Yet, this is often where there is the most clashes—when R&D and marketing must work together.

These naturally opposite movements should teach everyone to appreciate, all the more, the opportunity to gather a common goal, for that precious development time where teams are all focused on the very reason why they are there: the consumer.