Location
Cocoa Beach, FL
Start Date
7-3-1966 8:00 AM
Description
This paper contains a new concept in the approach to marketing R&D capabilities to the Defense/Space market. The concept is based primarily on establishing capability managers as the focal point of the marketing function. It suggests that this is only one of the several new concepts that are needed to meet the challenges of this unique marketplace.
The paper reviews the current approach to selling R&D and tries to relate it to the workings of the marketplace. It points out some of the fundamental shortcomings of the current practice and, in building upon this examination, it goes on to suggest a new approach to the problem.
Capability Management: An Aproach to Selling Research and Development
Cocoa Beach, FL
This paper contains a new concept in the approach to marketing R&D capabilities to the Defense/Space market. The concept is based primarily on establishing capability managers as the focal point of the marketing function. It suggests that this is only one of the several new concepts that are needed to meet the challenges of this unique marketplace.
The paper reviews the current approach to selling R&D and tries to relate it to the workings of the marketplace. It points out some of the fundamental shortcomings of the current practice and, in building upon this examination, it goes on to suggest a new approach to the problem.
