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Unit 7: Delivering Services on the Web

which require increasing attention of management, if not the entire organisation. Knowledge Notes
form critical success factors related to a firm’s ability to create, develop, accumulate, and diffuse
specialised knowledge. This suggests that knowledge management within the context of
innovations management is an inter-firm as much as an intra-firm activity and is of primary
managerial responsibility.
R&D as Networks: The role of networks in the development of high growth companies has been
well. It is from these networks that firms identify needed resources such as:
1. R&D,
2. Financial resources,

3. Management,
4. Distribution, and
5. Markets.
The importance of Interacting through networking in innovation processes point at the process
of creating, developing, and sharing knowledge. Innovation networks are a system of
interrelationships that are unfixed, flexible, informal, sometimes even implicit, decomposable,
and can be combined and recombined in a wide variety of necessary configurations. The networks
facilitate knowledge creation, sharing, and acquisition and sharing of other resources as well.

R&D as Product Development: R&D within the traditional corporate value chain has been
regarded as a function closely related to product development or manufacturing. However,
there are indications that this is changing through the introduction of knowledge management
and the fact that R&D is more often performed within networks across traditional corporate
boundaries, focus their research on the interaction of marketing and the R&D interface.
Additionally, customers are rising as potential innovators, which should be included into the
R&D process as early as possible.
R&D as Relationship Marketing: Based on the above discussion we suggest in this paper that a
more market- and customer-oriented approach to R&D could be obtained by applying a radically
different view of R&D activities. We propose adopting a service management perspective to
R&D processes. More specifically we propose a relationship marketing approach based on the
Nordic school of thought the technological changes, which to our minds have contributed to
making R&D and innovations management relational.

Self Assessment

State True or False:
1. A firm’s ability to innovate has been studied looking at the relationship between firm size
and R&D productivity.

2. More recently R&D has been explicitly linked to knowledge management and organisational
learning.
3. Buyer – seller relationship have always been at the heart of marketing and it seems
obvious that the field of marketing will be able to provide some solutions with respect to
relationship management within technology firms.
4. Recent scientific advances meant escalating knowledge intensity and an increasing demand
for high specific skills within new areas such as genetics, genetic engineering, bio-medical
engineering, or molecular biology.

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