Chapter 4 – Market Orientation and Cross-Functional
(Marketing-R&D) Interaction

Chapter Features

The chapter includes a wide variety of high-tech examples to support the chapter content, including:

•    Buckman Labs market-oriented culture

•    Base of the pyramid products:  Lifestraw and Aravind Eye Hospitals

•    Hewlett Packard, Xilinx, Agilent,

•    Sony, and many others

Sneak Peek at Chapter Content

What are the characteristics of a market-oriented company?
What is the effect of a market orientation on firm performance?
Why do high-tech firms find it so hard to be market-oriented?
What is the difference between a responsive and a proactive (market driving) market orientation?
How to assess your firm’s degree of market orientation.
How to assess your firm’s level of cross-functional integration.
What are the steps to effective R&D-Marketing interaction?
High-tech marketing “jokes.”
Listing of Chapter topics from the Table of Contents