Engineering and Marketing Collaboration: A Case Study of a Medical Device Company

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dc.contributor.advisor Krull, E en
dc.contributor.advisor Prentice, B en
dc.contributor.author Gomes, Lizanne en
dc.date.accessioned 2020-07-31T01:32:12Z en
dc.date.issued 2020 en
dc.identifier.uri http://hdl.handle.net/2292/52496 en
dc.description Full Text is available to authenticated members of The University of Auckland only. en
dc.description.abstract Innovation in the medical device industry has the potential to alleviate a growing burden on global healthcare costs through improving diagnostics, increasing efficacy of patient treatment, improving quality of life and, ultimately, saving more lives. While the overall innovation process for medical devices is well understood, the details of the front end of innovation are not as well defined. The front end of innovation (FEI) is the first step in the innovation process where new technical and market ideas and opportunities can be identified and deeply developed, and it shapes the success of new medical devices during later new product development and commercialisation phases of innovation. Despite its importance, the FEI is not well understood due to high levels of fuzziness which is characterised by uncertainty ambiguity and complexity. Two essential functions involved in medical device innovation that work closely at the FEI are engineering and marketing. Collaboration between R&D and marketing in the literature has been characterised as both vital to successful innovation but also full of conflict and friction. Despite these challenges, engineering and marketing collaboration is important for successful innovation at the FEI and subsequent success of the medical device innovation. The objective of this study is to understand how engineering and marketing collaborate at the front end of innovation in a medical device company. To address the objective, an exploratory single case study on a medical device company based in New Zealand was conducted. The findings uncovered three dimensions that influence collaboration between marketing and engineering, which were knowledge communication, resource allocation and coordination of collaboration. These findings then were used to develop a framework for improving collaboration between engineering and marketing at the FEI within the case company which involves developing a collaborative culture and improving resource allocation for better coordination of collaboration. This research contributes to both the front end of innovation literature as well as collaboration literature by proposing a collaboration coordination framework for the front end of innovation. The findings from this exploratory case study provide an avenue for future research into testing the impact of a collaboration framework at the front end of innovation and further exploring how other roles involved in product development can impact collaboration at the front end of innovation in a medical device company. en
dc.publisher ResearchSpace@Auckland en
dc.relation.ispartof Masters Thesis - University of Auckland en
dc.relation.isreferencedby UoA en
dc.rights Items in ResearchSpace are protected by copyright, with all rights reserved, unless otherwise indicated. Previously published items are made available in accordance with the copyright policy of the publisher. en
dc.rights Restricted Item. Full Text is available to authenticated members of The University of Auckland only. en
dc.rights.uri https://researchspace.auckland.ac.nz/docs/uoa-docs/rights.htm en
dc.rights.uri http://creativecommons.org/licenses/by-nc-sa/3.0/nz/ en
dc.title Engineering and Marketing Collaboration: A Case Study of a Medical Device Company en
dc.type Thesis en
thesis.degree.discipline Bioscience Enterprise en
thesis.degree.grantor The University of Auckland en
thesis.degree.level Masters en
dc.rights.holder Copyright: The author en
pubs.elements-id 809513 en
pubs.record-created-at-source-date 2020-07-31 en


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http://creativecommons.org/licenses/by-nc-sa/3.0/nz/ Except where otherwise noted, this item's license is described as http://creativecommons.org/licenses/by-nc-sa/3.0/nz/

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