African Journal of
Business Management

  • Abbreviation: Afr. J. Bus. Manage.
  • Language: English
  • ISSN: 1993-8233
  • DOI: 10.5897/AJBM
  • Start Year: 2007
  • Published Articles: 4142

Full Length Research Paper

Marketers make every effort effectively supervising innovative product projects

Shuo-Yan Chou and Dayjian Chen*    
Department of industrial management, National Taiwan University of Science and Technology, No. 43, Keelung Rd, Sec. 4, Taipei, Taiwan.    
Email: [email protected]

  •  Accepted: 05 August 2011
  •  Published: 20 June 2012


This theoretical and empirical study presented a deeply analytical framework. Marketers effectively supervised innovative product quality involving innovative projects, especially aspect such as the design quality, and validated quality specification to meet customer needs. Thus, supervising the product quality and shipping schedule of innovative projects was the marketers’ work. The product design of innovative projects was the designers’ work. Competitive conflicts result when marketers and designers worked in antagonistic positions from an antagonistically competitive platform. Therefore, the major findings of this study were that competitive conflicts were due to a combination of two magnetic factors: a firm’s incentive strategies and high compensations, and employees’ human needs and desires. These two factors were strongly magnetic complementary forces. As a result, a firm’s incentive strategies motivated employees to have strong performance for high compensations, for example, high bonuses and promotion to high position etc.  The purpose of this study was to solve the over thirty years’ worth of designer-marketer competitive conflicts found in high-tech companies worldwide.


Key words: Marketer, designer, incentive strategies, competitive conflict, high compensative benefits.