Conflict between Engineers and Marketers: A Study of High-Tech Companies in Britain, Canada and Sweden

This paper presents a study of the conflict between engineers and marketers in high-tech companies in Britain, Canada and Sweden. The preliminary results suggest that the degree of conflict between engineers and marketers in Britain, Canada and Sweden is average or above average and that poor communications and distrust and a lack of understanding of marketing on the part of engineers are the main causes of that conflict. Swedish engineers favour more teamwork as the way to improve the interface, whereas the British perceive teamwork alongside better management as the way forward. Canadian engineers, meanwhile, want to improve their relationship with marketers through better communications.