Weston Food Company

(Weston Food Company, relationship between research & management)

Episode A:

Research department wants to help the advertising department with the results of their research studies. However he is unable to create a connection for a long time. Even though the advertising department agrees that this is a good idea after a lot of effort, they don’t have a clear vision about how to use the results.

Episode B:

The product manager takes a reactive action after the decrease of sales of a particular product. She wants to find out the reasons behind the decrease and cooperates with the research department as much as she can by following their guidance.

Episode C:

There is a complete disconnection between marketing and research departments since a vital request of the research department; “the specification of how the information will be used” is rejected right away. This avoids the requirements of a healthy research process.

Episode D:

Planning deartment is not receiving the facts of the research results or is unable to derive the meaning of the research report. Therefore, there is a communication gap between the departments.

Episode E:

The product group is trying to justify their positive expectations about the launch and acceptance of a product in the market by affecting the research department’s procedures. This attitude results with an unhealthy research process.

To establish a better relationship between the research and management departments, there needs to be a mutual understanding of expectations from both sides. Management people should see the researcher as an educator and counselor for their decisions and try to aid the researcher about his requests as much as they can so he can carry out a healthy research process. On the other hand, the researcher should carefully lead the managerial department about his needs along with the reasons behind them. There has to be a strong collaboration attitude and commitment to the partnership.