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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

Liquid Crystal General Electric Market Orientation Customer Demand Business Unit 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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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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