Excelling in R&D

Abstract

OVERVIEW:R&D directors in both high- and low-R&D effective organizations were found to attach similar importance to the skills and knowledge bases needed to have an impact on overall business performance. However, organizations that were rated by their directors as “high-R&D effective” are significantly more capable than their “low-R&D effective” counterparts in almost all areas. They are especially better prepared in accelerating new-product development, forming strategic R&D and marketing alliances, understanding customer needs, and commercializing technology. High-R&D effective organizations develop these capabilities and excel in performance by building extensive internal and external linkages, by pursuing business-driven R&D while encouraging experimentation and risk-taking, and by learning from their prior NPD introduction experiences and quickly launching the next generation of products. Senior management in high-R&D effective organizations is more tolerant of failure, perceives R&D to be an important contributor to business performance, and gets involved during the early stages of NPD.

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