Case Linking Strategy & Innovation

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Research and development is the creation of the know-how and know-why of new materials and technologies that eventually translate into commercial development. Even though R&D lies outside the boundaries of commercial development, we include it here for two reasons: it is the precursor to product and process development; and, in terms of future resource allocation, employees move between basic research and commercial development. Thus R&D projects compete with commercial development projects for resources. Because R&D is a creative, high-risk process, companies have different expectations about results and different strategies for funding and managing it than they do for commercial development. These differences can indeed be great, but a close relationship between R&D and commercial development is essential to ensure an appropriate balance and a smooth conversion of ideas into products.

Alliances and partnerships, which also lie ouside the boundaries of the development map, can be formed to pursue any type of project–R&D, breakthrough, platform, or derivative. As such, the amount and type of development resources and management attention needed for projects in this category can vary widely. Even though partnerships are an integral part of the project development process, many companies fail to include them in their project planning. They often separate the management of partnerships from the rest of the development organization and fail to provide them with enough development resources. Even when the partner company takes full responsibility for a project, the acquiring company must devote in-house resources to monitor the project, capture the new knowledge being created, and prepare for the manufacturing and sales of the new product.

Part Three

Based on your answer in Part Two, propose one or more innovations to strengthen to support your proposal. Ini masa dating, yang baru akan