完整英文论文翻译

原文：

Marketing in Research and Development

The Role of the "Innovation Navigator"

Marketing in the Management of

Research Institutions and Enterprises

Involved in Research

Dr. Marcus Lemmens

Lemmens Consulting-linking industry and science, Bonn-Berlin-London

Background

Over the last ten years,research and development(R&D) has increasingly become a focal point of public awareness. Companies investing in this sector can reckon with a secure future. Therefore, this also benefits the supply systems in society as well as the government institutions .There have been positive developments in the attitude of citizens towards scientific progress and the issue of innovation in general .Thanks to the presentation of measurable results, publicised and public opinion has increasingly approved of investments in teaching, research and development. Here, pharmaceutical research based on biotechnology has contributed a number of examples .And new opportunities, for instance in environmental protection, medicine and industrial safety have promoted sympathy with more funds for R&D also being contributed from public sources.

Financial competition

Against this background, public funding of research,teaching and development is being re-oriented in terms of its structure. What used to be mainly across-the-board basic funding of institutions is now shifting towards

allocations via a basic budget and supplementary funding via priority areas or individual research projects. This is becoming apparent in higher education institutions, institutes and extra-university research institutions having to compete for these public funds. Usually, it is particularly such priority or project funding that offers attractive amounts of money that may exceed basic funding or can at least be applied more flexibly. In order to compete successfully for funds, institutions have to establish modem science or research management concepts. And R&D marketing assumes a crucial role in this management process.

Enterprises engaging in research

Companies involved in research are also facing new challenges. To optimise costs and resources, they are increasingly seeking co-operation with research institutions and groups of companies. This is aimed at ensuring that individual companies embarking on research activities, running a lower risk. The goal here is to dispose of sufficient qualified knowledge for innovation in the future.(Definition: Innovation is a successful transfer of discoveries to successful sales.) This also applies to any type of innovation strategy being pursued(cumulative innovation=continuous development of knowledge and innovation and radical innovation=combination of cutting-edge technologies and services, North,2000). Should the need arise, R&D marketing has to set individual priorities depending on the strategy opted for. What is certain is that marketing also constitutes a prerequisite for the success of enterprises engaged in research.

The role of marketing

In R&D, marketing encompasses more than the traditional fields of activity. This is why it is especially important that marketing should gain approval within the R&D institutions and companies .For under favourable conditions, marketing can assume the role of an"innovation navigator"(Abresch, 2000) both