| Abstract: | Abstract In this paper, two approaches which are characteristic for Research & Development and Marketing departments are compared. First, R&D versus Marketing orientations are explained, then the major differences between them are presented. The integration of both approaches may improve competitive advantage of the food industry. Factors stimulating such integration are presented on the basis of data from real business circumstances. Innovation is regarded as a major source of competitive advantage of company. Therefore, integration in sensory methodology, that is commonly but differently used by R & D and Marketing departments, may contribute to the improvement of innovation practices and successful business performance. Finally, the role of consumer tests, oriented for marketing and product development, is illustrated. |
