The Marketing vs. R&D Dilemma in the Romanian Soft Drinks Industry and Implications on Consumer Health

Chiru Codrin ()
Additional contact information
Chiru Codrin: The Academy of Economic Studies, Bucharest

Ovidius University Annals, Economic Sciences Series, 2011, vol. XI, issue 1, 348-353

Abstract: The management literature and practice have flagged many times the barriers between research and development (R&D) and marketing activities. Although representing “different cultures”, it is believed that if both functions collaborate well, then both technological and marketing powers would increase exponentially. Most of the Romanian soft drinks companies have a limited understanding of the new approach of integrating them, based on the strategic marketing as the key component, essential for the product development phase. This study presents several cases of how soft drinks bottlers use alimentary additives which, if consumed in high quantities, could represent a threat to consumer health and also how some marketing disruptive techniques could artificially maximize the new products value and also hinder consumers understanding, knowledge and freedom of choice. Finally this paper proves that the relation between R&D and marketing in the food & drinks industry could be key to assuring the right balance between scientific research and value communication in order to improve consumers’ health on the long term.

Keywords: Food safety; Marketing; Additives; R&D; Consumer health (search for similar items in EconPapers)
JEL-codes: I10 M21 M31 (search for similar items in EconPapers)
Date: 2011
References: Add references at CitEc
Citations:

Downloads: (external link)
http://stec.univ-ovidius.ro/html/anale/RO/cuprins%20rezumate/rezumate2011p1.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ovi:oviste:v:11:y:2011:i:1:p:348-353

Access Statistics for this article

Ovidius University Annals, Economic Sciences Series is currently edited by Spatariu Cerasela

More articles in Ovidius University Annals, Economic Sciences Series from Ovidius University of Constantza, Faculty of Economic Sciences Contact information at EDIRC.
Bibliographic data for series maintained by Gheorghiu Gabriela ().