The Market as a Challenge for R&D

  • Roman Boutellier
  • Oliver Gassmann
  • Maximilian von Zedtwitz

Abstract

Market orientation is the single most important factor for increasing R&D effectiveness. On the other hand, aligning R&D activities completely with existing customer demands may have negative effects on the role R&D has to fulfill on a corporate level. In particular, there is rising concern about sustained long-term innovativeness when R&D is too early focused on customer demands.

Keywords

Europe Transportation Income Marketing Decen 

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Copyright information

© Springer-Verlag Berlin Heidelberg 2000

Authors and Affiliations

  • Roman Boutellier
    • 1
    • 2
  • Oliver Gassmann
    • 2
    • 3
  • Maximilian von Zedtwitz
    • 4
    • 5
  1. 1.SIGNeuhausenSwitzerland
  2. 2.Technology ManagementUniversity of St. GallenSwitzerland
  3. 3.R&D Technology ManagementSchindler Lifts Ltd.EbikonSwitzerland
  4. 4.Harvard UniversityUSA
  5. 5.Technology ManagementIMD InternationalLausanneSwitzerland

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