21 KB266 KB19 KB199720231998Završnik, BrunoZupančič, Vinkoštevilka:2str. 61-65ISSN:1408-1652COBISSID:3875356URN:URN:NBN:SI:doc-XHOZOXDMslMarketing magazinAkademija MMcorporationizdelkikonkurenčnostmarketingpodjetjeraziskavestrategija trženjatehnološki razvojtrženjevodenjeSodelovanje med marketingom in R&R pri razvoju in uvajanju novih izdelkov|To succeed in today's marketplace, most companies must engender cooperation between marketing and R&D functions. Marketing and R&D share responsibilities for setting new product development goals, identifying opportunities for the next generation of product improvement, new engineering design, satisfying and understanding customer needs. Formal and informal integration (cooperation) between marketing and R&D is not guaranty for a successful new product development and introduction into the market. Senior management must support and motivated marketer's and researches to achieving the common goals. A good example of cooperation between R&D and marketing is company Notranja oprema. R&D and marketing were developed together the new product successfully and gain competitive advantage in the market placeUspeh podjetja na današnjih zahtevnih trgih je v veliki meri odvisen od sodelovanja med marketingom in R&R. Marketing in R&R si delita odgovornost za postavljanje ciljev razvoja novih izdelkov, iskanje možnosti za nove generacije izdelkov, nove oblike izdelkov, za razumevanje in zadovoljevanje potreb odjemalcev. Formalno in neformalno sodelovanje med marketingom in R&R samo po sebi še ne prispeva k uspešnemu razvoju in uvajanju novih izdelkov na trg. Vodstvo podjetja mora podpirati takšno sodelovanje in motivirati zaposlene v R&R in marketingu za doseganje skupnih ciljev. Primer uspešnega sodelovanja med marketingom in razvojem je podjetje Notranja oprema, kjer so skupaj razvili nove izdelke in tako pridobili konkurenčno prednost na trguTEXTznanstveno časopisjejournalsSlovenian National E-content AggregatorNational and University Library of SloveniaDruštvo za marketing Slovenije