Exploring the differences in performance measurement between research and development: evidence from a multiple case study

Researchers and practitioners have recently paid great attention to research and development (R&D) performance measurement, although it is acknowledged to be a very challenging task because of R&D intrinsic uncertainty and complexity levels. In this paper, the problem of designing a performance measurement system (PMS) for R&D activities is addressed; specifically, we investigate if and how the design of the PMS is influenced by the type of activity it is applied to, namely Basic and Applied Research or new product development (NPD). We first develop a theoretical framework that comprises the main constitutive elements of a PMS for R&D. Then the framework is used for supporting a multiple case study analysis involving eight Italian technology-intensive firms. The research results show that the criteria for designing the constitutive elements of the PMS are radically different in Basic and Applied Research and NPD. The reasons behind the observed dissimilarities in the design criteria are widely discussed in the paper, as well as their implications for R&D managers.     

Utilizing the balanced scorecard for R&D performance measurement

R&D programs are critical for many firms to achieve and sustain competitive advantage. Yet, measuring R&D performance over time can be quite complex due to inherent uncertainty. The paper responds to calls in the R&D literature to explore integrated performance measurement systems that capture financial and nonfinancial performance. We integrate the Stage-Gate approach to R&D management with the Balanced Scorecard to present a framework to show how firms can link resource commitments to these activities and the firm's strategic objectives. In this paper, we provide specific examples of how firms can apply this integrated performance measurement system to the R&D function.     

Performance measurement in R&D: exploring the interplay between measurement objectives, dimensions of performance and contextual factors

Measuring research and development (R&D) performance has become a fundamental concern for R&D managers and executives in the last decades. As a result, the issue has been extensively debated in innovation and R&D management literature. The paper contributes to this growing body of knowledge, adopting a systemic and contextual perspective to look into the problem of measuring R&D performance. In particular, it explores the interplay between measurement objectives, performance dimensions and contextual factors in the design of a performance measurement system (PMS) for R&D activities. The paper relies on a multiple case study analysis that involved 15 Italian technology-intensive firms. The results indicate that firms measure R&D performance with different purposes, i.e. motivate researchers and engineers, monitor the progress of activities, evaluate the profitability of R&D projects, favour coordination and communication and stimulate organisational learning. These objectives are pursued in clusters, and the importance firms attach to each cluster is influenced by the context (type of R&D, industry belonging, size) in which measurement takes place. Furthermore, a firm's choice to measure R&D performance along a particular perspective (i.e. financial, customer, business processes or innovation and learning) is influenced by the classes of objectives (diagnostic, motivational or interactive) that are given higher priority. The implications of these results for R&D managers and scholars are discussed in the paper.     

Reasons for corporate research and development spin‐outs – the chemical and pharmaceutical industry as example

The spin‐out of research and development (R&D) activities from established companies has increased during recent years. The reasons for realising corporate spin‐outs, especially regarding the involvement of financial investors, were investigated based on 30 European case studies within the chemical and pharmaceutical industry. The reasons can be categorised into two groups: an investment and a divestment rationale. Whereas the chemical industry uses both rationales, there are only divestment cases in the pharmaceutical industry. The investment cases within the chemical industry show that R&D spin‐outs can make an important contribution towards the flexibilisation and performance improvement of a company's internal R&D. The divestment cases show that R&D spin‐outs can be a suitable possibility to continue promising R&D activities. The survival rate of the analysed spin‐outs is high and numerous new jobs have been created in the past years, especially in pharmaceutical spin‐outs.     

Managing strategic intellectual property assets in the fuzzy front end of new product development process

The strategic use of intellectual property (IP) is crucial for technology-based companies to gain competitive advantage. The recent transformation of the US patent system brings new challenges and opportunities in this arena. In this regard, this study attempts to identify techniques which can help with IP evaluation and selection in the fuzzy front end (FFE) of new product development (NPD) process. This study combines data collection methods such as mining the literature, conducting in-depth interviews, surveying questionnaires, and analyzing cases. This research serves as an analysis of modern literature and identifies a multicriteria weighted scoring model that can be employed to help with the patent decision process. The criterion to discern patent eligibility is a contended discussion. For this survey administration, 300 companies, as the targeted sample, were randomly selected to be reached from LexisNexis database. Consequently, this paper identifies the key decision criteria to incorporate into this model and obtains weights gathered from surveying IP professionals and R&D managers in US-based electronics manufacturing firms (SIC code: 36). This study proposes a structured approach to identify ideas that should be patented in the FFE of NPD process by way of an analysis of pertaining literature and case studies. The technique we present in this paper could be essential for many firms to achieve IP success as their strategic means. Moreover, this tool can help R&D managers not only speed up the FFE of NPD process but also make more informed and target-worthy decisions for IP filing.     

Assessing R&D quality in rehabilitation technology development. The case of Roessingh Research and Development

This paper presents a framework for describing and evaluating the links between the design of the R&D function, its context and its performance. As a first step towards the development of a quality assurance system, this framework was used to assess R&D quality performance at a privatized R&D unit connected to a rehabilitation centre (Roessingh Research and Development). The results suggest that the framework is a useful instrument for managers to identify and understand the strengths and weaknesses of the R&D function, both with respect to its present, operational (quality) performance as well as its strategic flexibility, i.e. its readiness to adapt to, anticipate, or even create future (quality) performance requirements. The paper concludes with managerial implications with regard to the choice of an appropriate quality assurance system for Roessingh R&D, thus illustrating briefly how the framework can be used to apply ISO/BS quality standards (which are aimed at product development) in more fundamental R&D.     

Marketing/R&D Interaction in New Product Development: Implications for New Product Success Rates

A growing body of literature has evolved which deals with the interaction between marketing and R&D in new product development. Much of this research, unfortunately, fails to associate various variables with new product success levels. Thus, it cannot suggest consensus guidelines for marketing's involvement to increase the performance levels of new products in the market place. Richard Hise, Larry O'Neal, A. Parasuraman and James McNeal report results of their analysis of the new product development procedures of 252 large manufacturing companies. The authors conclude that collaborative efforts between marketing and R&D during the actual designing of new products appear to be a key factor in explaining the success levels of new products, that management effort should focus on the design stage of the new product development process rather than on the earlier and later stages and that R&D's contributions cannot be ignored while decisions are made about marketing's role in developing new consumer and industrial products.     

The R&D Effectiveness Index: A Metric for Product Development Performance

Measuring the overall success of product development efforts has been frustrating because there is no generally recognized metric to measure effectiveness. The R&D Effectiveness Index is introduced to address this need. It measures effectiveness by comparing the profit from new products to the investment in new product development. The article provides the details for calculating the index along with alternative interpretations. Michael McGrath and Michael Romeri report that this index was validated through a study of 45 electronic systems companies. They found a strong relationship between the R&D Effectiveness Index and other performance factors and believe that the R&D Effectiveness Index can be used to compare performance, measure improvement, and evaluate business units. Its application is illustrated in a case study.     

The effectiveness of different mechanisms for integrating marketing and R&D

The integration of marketing and R&D is a major concern for companies that want to improve their new product performance (NPP). For this integration, companies are using mechanisms such as physical proximity, cross-functional teams, and job rotation. This study examines the effectiveness of these mechanisms by developing a model that distinguishes between indirect effects of mechanisms on NPP (i.e., through a higher level of integration) and direct effects. The model is tested with data collected from 148 pharmaceutical companies. We were able to measure and compare the effectiveness of seven different integration mechanisms, which produced insights that are interesting and relevant for theory as well as practice.
We found that housing marketing and R&D closer to each other and using an influential cross-functional phase review board are the most effective mechanisms to foster integration. Equal remuneration and career opportunities for marketing and R&D and cross-functional teams are somewhat less effective, whereas personnel movement and informal social group events contribute little. ICT appears to be a very effective tool for enhancing NPP. ICT not only fosters integration between marketing and R&D, but it also has an independent direct positive effect on NPP. Through ICT the day-to-day communication between the different parties in the companies becomes much easier, and we think that this fosters the knowledge creation process within marketing and R&D. For cross-functional phase review boards we found a negative direct effect on NPP. Notwithstanding its strong positive effect on integration, a price is paid in terms of NPP. This may be related to the amount of formalization and complexity accompanying this mechanism.     

The externalisation of R&D activities and the growing market of product development services

Several authors in recent years have discussed the observed trend towards the externalisation of (part of) a firm's R&D activities. As a consequence, several companies have been created that provide innovators with technical and scientific services such as R&D contracts, laboratory testing services, technology consulting, industrial design, engineering.
The paper is based upon an empirical study which consists of (i) an extensive analysis, in which information has been collected (for about two hundred companies) on size, location and type of services offered; (ii) an intensive analysis, in which one case is studied in depth of a company providing product development services. Some conclusions have been drawn regarding the characteristics of the market of product development services and the management and organisation of companies operating in that market.     

Design-driven laboratories: organization and strategy of laboratories specialized in the development of radical design-driven innovations

Nowadays, consumers are paying increasing attention towards the socio-cultural aspects of products. For this reason firms must consider the need for linguistic and semantic innovations as well as technological and functional innovations. Historically, the knowledge needed for each kind of innovation has been separately developed and interpreted: while technological knowledge is developed by industrial R&D centers, the knowledge about socio-cultural trends is often tacit and developed by design studios and marketing agencies. The paper analyzes nine in-depth case studies about companies that develop radical design-driven innovations for the household environment. It aims to identify the principal characteristics of the companies' R&D organizations [their design-driven laboratories (DDL)]. It introduces a classification of DDL that reveals how specific organizational characteristics might facilitate different innovation strategies.     

Organizing for continuous technology acquisition: the role of R&D geographic dispersion

External technology acquisition has been proved to be an important strategy to enhance firms’ innovation performance. However, previous studies claim that companies acquiring technologies tend to not carry on with this strategy over time, thus limiting their attitude toward continuous technology acquisition. Moreover, the extant literature also highlights that this attitude is strongly influenced by their organizational structure. Therefore, in the present paper, we investigate the relationship between how firms organize R&D activities and continuous technology acquisition. Specifically, given the increasing globalization of technological development, we focus on the role of R&D geographic dispersion, and how its influence is moderated by firms’ technological diversification. We tested our hypotheses on longitudinal data of 303 biotechnology firms that acquired, at least, one USPTO patented technology over the period 1982–2012. Results reveal that R&D geographic dispersion is curvilinearly (inverted U-shaped) related to continuous technology acquisition, with negative returns occurring earlier in technology-diversified companies.     

Involving purchasing in new product development

Purchasing is evolving into a strategic business activity and thus also a potential contributor to the successful development of new products. However, the literature on the involvement of purchasing in new product development (NPD) is sorely lacking. We conducted an exploratory study to investigate purchasing's involvement in NPD, the drivers of this involvement and the influence on new product success. We conducted telephone interviews with purchasing and NPD managers from 43 firms. The results show that firms differ in the extent to which they involve purchasing in NPD and that higher involvement has a positive effect on NPD performance. R&D managers can use the results to design a more effective purchasing–R&D interface and increase the success of NPD.     

R&D as a business – what are the implications for performance measurement?

There have been considerable changes in the way that Research and Development (R&D) has been managed over recent years, many of which have been influenced by the external environment. These have been discussed in a number of publications with much of the debate centring around the movement from the so‐called first generation to fifth generation models of R&D management.
What has not been debated to the same extent are the implications of recent and likely future trends in R&D management for the way performance is, and should be, measured. In this paper we focus on these implications, drawing upon both the existing literature on performance measurement (PM) in R&D and our own research into organisations which have chosen to move towards a more profit‐centred approach to the management of their technical resources.
Finally, we present and discuss the findings of our review, which indicate that although there are common features, some differences, requiring careful consideration by management, can be identified when movement from a cost‐ to a profit‐centred approach occurs.     

A contemporary justice perspective on dual ladders for R&D professionals

Research and development (R&D) professionals play a key role in companies' innovation performance. Whereas prior research has indicated the potential benefits of dual ladder career systems to retain and motivate R&D professionals, there is a lack of knowledge regarding the design properties of dual ladders that facilitate such positive effects. The purpose of this study is to address this research gap by exploring how organizations can design dual ladders to enhance R&D professionals' organizational commitment and career satisfaction. Drawing on contemporary justice theory, we point to two factors integral for the successful application of dual ladders: the perceived equality of the technical ladder and the transparency of the dual ladder. These factors are related to R&D professionals' organizational commitment and career satisfaction. Furthermore, this study investigates whether these relationships are moderated by R&D professionals' age and self‐directedness in career management as well as firm size. The hypotheses are tested in a cross‐level study with 9 heads of R&D departments, 32 human resource managers, and 382 R&D professionals from 32 organizations. Based on the analyses, this study finds positive relationships between the perceived equality and the transparency of the dual ladder with R&D professionals' organizational commitment and career satisfaction. In addition, the findings show that the effects of the perceived equality of the technical ladder on R&D professionals' career satisfaction are weaker at high levels of self‐directed career management. The study contributes by developing theory on the consequences of dual ladders' design properties and moderating influences thereon. Thus, this research has implications for the literature on innovation management by expanding the knowledge on the interplay between career management and the human side of innovation.     

R&D: Its Relationship to Company Performance

Decisions made by management today on investment in research and development can influence the viability and growth of a corporation into the 21st century. Graham Morbey reports on results of this study of R&D spending of major US companies for the ten-year period 1976 to 1985, including possibly controversial inferences concerning the relationship between R&D and company performance. He finds a strong association between R&D spending and subsequent growth in sales. However, he detects a threshold R&D funding level which must be exceeded if R&D is to contribute to future sales growth. The study shows little correlation between R&D intensity and growth in profitability. Also, it is apparent that sales growth and increasing profitability do not lead to increased allocations for R&D in most industries.     

Patterns of international R&D cooperation for new product development: the Olivetti multimedia product

Abstract
The aim of the paper is to identify a number of different patterns of international R&D cooperation during the initial phases of the product development process. This is a case-study of new product development based on the work of the Olivetti Multimedia Laboratory in Pisa, how it set up its own pattern of multinational collaboration in the idea generation and pre-competitive phase; how, in turn, this collaboration led to new R&D collaboration agreements to satisfy specific problem-solving requirements connected with the confirmation of a dominant design, though limited to a certain extent by previous agreements between Olivetti and other firms; the role played by marketing in the choice of alternative solutions. Finally, in the product implementation phase, the emergence of a defined technological paradigm leads to a highly competitive environment, where R&D collaboration is increasingly directed towards multifunctional requirements (R&D, manufacturing, marketing) within a strategic network of alliances that involves large sized companies, start-up firms, industrial and university research units.