R&D and Marketing Integration in the Fast Moving Consumer Goods Sector: A Thematic Analysis

Yıl 2025, Sayı: 2, 42 - 62, 31.12.2025

Hakan Ertuğral

Öz

In the Fast-Moving Consumer Goods (FMCG) sector, the integration between the Research and
Development (R&D) and Marketing departments is vital for companies to survive in a
competitive market. In today’s business world, constantly changing customer expectations and
technological advancements necessitate the development of innovative products and their
effective marketing. The collaboration between these two departments accelerates product
development processes and provides market-appropriate solutions, thereby increasing the
company's market share. Effective integration is strengthened by elements such as regular
communication, shared goals, and support from top management while overcoming barriers like
different departmental cultures and communication gaps plays a critical role. The integration of
R&D and Marketing is extremely important in ensuring sustainable growth and competitive
advantage in the FMCG sector.. In this study, the importance of the subject is discussed through
a thematic analysis study within the scope of five major companies operating in the food and
beverage sector.

Anahtar Kelimeler

R&D , Fast Moving Consumer Goods , Marketing Sector , A Thematic Analysis

Hızlı Tüketim Malları Sektöründe AR-GE ve Pazarlama Entegrasyonu: Tematik Bir Analiz

Öz

Hızlı Tüketim Malları (HTM) sektöründe Ar-Ge ve Pazarlama
departmanlarının entegrasyonu, şirketlerin yoğun rekabet ortamında
varlıklarını sürdürebilmeleri için stratejik bir gereklilik haline
gelmiştir. Sürekli değişen müşteri beklentileri ve hızla gelişen
teknolojiler, yenilikçi ürünlerin geliştirilmesi ile birlikte bu ürünlerin
etkin bir biçimde pazara sunulmasını zorunlu kılmaktadır. Ar-Ge ve
Pazarlama arasındaki güçlü iş birliği, ürün geliştirme süreçlerini
hızlandırarak zaman ve maliyet avantajı sağlamakta, aynı zamanda
tüketici ihtiyaçlarına daha uygun çözümler sunarak şirketlerin pazar
paylarını artırmalarına katkıda bulunmaktadır. Bu entegrasyonun
başarısı; düzenli ve etkin iletişim, ortak hedeflerin belirlenmesi, bilgi
paylaşımı ve üst yönetim desteği gibi unsurların varlığı ile yakından
ilişkilidir. Bununla birlikte, departmanlar arası kültürel farklılıklar,
iletişim eksiklikleri ve hedef çatışmaları gibi faktörler entegrasyonun
önünde engel oluşturabilmektedir. Bu çalışma, gıda ve içecek
sektöründe faaliyet gösteren beş büyük firma kapsamında yürütülen
tematik analizle, Ar-Ge ve Pazarlama entegrasyonunun stratejik
önemini, başarıya ulaşması için gerekli koşulları ve karşılaşılan temel
engelleri ortaya koymaktadır.

Anahtar Kelimeler

AR-GE , Pazarlama , Entegrasyon , Hızlı Tüketim Malları , Tematik Analiz

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