Research Of R&D-Marketing Interface Management Towards Discontinuous Innovation

The innovation strategy which enterprise implied to establish competitive strength, not only reflected in the breakthrough products by technology improvement at exist market, but also the technology innovation and market create when the technology and market are not sure. That means enterprise need continuous innovation and also need discontinuous innovation. Discontinuous innovation and continuous innovation are separated by how much the innovation valued to users and the level of market creation. Their target location and core task are different, so the R&D-marketing interface management during the innovation is different, as the effectiveness of the R&D-marketing interface management has very strong impact to innovation, we have to make a specialty study of R&D-Marketing interface management towards discontinuous innovation.First, this article analyses the difficulty of R&D-Marketing interface management towards discontinuous innovation from the knowledge point based on the theory summary of discontinuous innovation and interface management, find the biggest problem is get the customer's tacit knowledge. Then, provides the methods of R&D-Marketing interface management towards discontinuous innovation—expand the tradition R&D-Marketing interface management:expand out to make leader customers participated the R&D, conduct discontinuous innovation as the collaborative R&D from lengthways, to get the tacit knowledge and discover the potential demand of customer; expand up to reconstruct the organization structure, set up chief innovation director, make sure that complete the discontinuous innovation smoothly.