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| Author: | Grady, D. Fincham, T. |
| Title: | Making R&D pay |
| Journal: | Research Management
1991 : MAR-APR, VOL. 34:2, p. 22-29 |
| Index terms: | R&D R&D MANAGEMENT TOP MANAGEMENT MARKETING INFORMATION PROFITABILITY |
| Language: | eng |
| Abstract: | Getting more commercial payback from R&D is high on the agenda of top executives in may industries. One major company in Australia has been experimenting with a new approach to managing research. The solution has been converting research from a "functional cost center" to a "professional client service" mentality. This has involved shifting management of R&D away from a "research push" to a "market pull" approach. Both the reasons for the change and a number of the specific actions that led to a radically new way of running research are described. A number of actions were taken to reinforce the client and marketing orientation within research. |
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