动态环境下企业R&D-Marketing界面管理柔性化研究

Research on enterprise's R&D-marketing interface management flexibility in dynamic environment

本文基于柔性理论和环境的动态性探讨了R&D-Marketing界面管理中导入柔性的意义,分析了R&D-Marketing界面管理柔性的内涵及其能力构成,从R&D-Marketing界面管理的结构柔性、方法柔性、协调柔性、信息柔性、人才柔性、决策柔性、文化柔性、战略柔性等八个方面提出了构建R&D-Marketing界面管理柔性的十六个维度,并在此基础上,设计和分析了R&D-Marketing界面管理柔性的概念模型及其作用机制。

Based on the development background of flexibility theory and environmental dynamism, firstly the meaning of introducing flexibility to R＆D - Marketing interface management is exploited, and the R＆D - Marketing interface management flexibility in its connotation and capability formation are analyzed. Sixteen dimensions for the construction of a firm＇ s R＆D - Marketing interface management flexibility are proposed from eight aspects, that is, structure flexibility, method flexibility, coordinated flexibility, information flexibility, talented person flexibility, decision - making flexibility, cultural flexibility, and strategic flexibility. And the conceptual model of R＆D - Marketing interface management flexibility and its functional mechanism are designed and described.