Strategic Reorientation of Industrial R&D Towards Commercial Objectives


Brook, Jacques W. and Bruijn, Erik J. de and McDonough III, Edward F. (2007) Strategic Reorientation of Industrial R&D Towards Commercial Objectives. In: 16th Annual World Business Congress, July 4-8, 2007, Maastricht, The Netherlands (pp. pp. 261-273).

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Abstract:In an effort to leverage R&D knowledge asset and to
create more value from industrial R&D in today’s
increasing liberalized and globalising business
environments, some corporations adopt a strategic
reorientation of their industrial R&D organisation
towards commercial objectives. This study suggests that
while such a strategic reorientation has a catalyst effect
on technology transfer, it poses challenges with respect to
the management of the demand and supply of
technologies and innovations in dynamic relationships
between industrial R&D and its customer’s organisations.
The findings reveal that technology transfer augmented
with innovation transfer is a prerequisite for value
creation from R&D investment in global competitive
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