Using IT Effectively in R&D Management23—25 September 1996, IMD, Lausanne, Switzerland

The commercialization of biotechnology requires very serious and intense research capabilities. The pharmaceutical industry has been one of the early exploiters of biotechnology because of the existence of such capabilities. This feature has been observed worldover and the literature is replete with information on how firms have evolved various strategies to meet this requirement. The present paper is an attempt to assess the R&D capabilities in the pharmaceutical companies in India in the context of biotechnology commercialization. A study was made of the R&D capabilities of 33 companies. These companies represent 3 categories of the Indian industry: purely medicinal chemistry based pharmaceuticals; diversified (both medicinal chemistry and biotechnology); dedicated biotechnology companies. Discriminant analysis was performed (i) to understand the distinctiveness of the three groups of companies and (ii) to understand the characteristics of their R&D capabilities. With respect to eight of the ten chosen parameters like R&D intensity, skill intensity, linkages, output of R&D, size, age, R&D manpower as a proportion of total manpower and number of skilled R&D employees, the three groups are observed to be distinct from each other.     

Stacking the deck: the effects of top management backgrounds on investor decisions

Young firms going public are dependent upon the decisions of investors for a successful public offering. Yet convincing investors to invest is not easy, as young firms have limited track records and, thus, face challenges associated with gaining legitimacy in their respective industries. This paper examines ways in which select information about firms undertaking an initial public offering (IPO) can affect investor decisions. Building upon recent research on upper echelons and signaling theory, we propose that the composition of a firm's top management team can signal organizational legitimacy that in turn affects investor decisions. In the context of young firms undertaking an IPO, such signals are critical, especially when objective measures of firm quality are not easily available. We introduce a typology of signals of organizational legitimacy to elaborate on our hypotheses. Analyses of a comprehensive set of data on the career histories of the top management teams of young biotechnology firms show that investor decisions are affected by the extent to which a firm's top management team has employment affiliations with prominent downstream organizations (e.g., pharmaceutical companies), with a diverse range of organizations, and upon the role experience of one key member of the top management team—the Chief Scientific Officer. We assess and find that these effects are not mediated by the prestige of a firm's lead underwriter. We conclude with a discussion of the implications of our study for strategy research on upper echelons and organizational legitimacy. Copyright © 2006 John Wiley & Sons, Ltd.     

Lessons in product innovation: A case study of biotechnology firms

Firms that are able more quickly than others to add value through product development will be the winners in technology-based industries. This paper examines value-added progress by contrasting four agricultural biotechnology firms that have managed to create value with one that failed to do so. Lessons were induced for new firms struggling to develop products in emerging industries such as biotechnology. The following findings emerged from manager interviews and secondary data. In contrast to the ‘progressive’ firms, the failed firm neglected to develop a clear product-market focus, complementary skills outside its core technology, and relationships with universities and government. These contrasts seemed to stem from differences in the financing arrangements and the level of organizational politics. The failed firm received a generous one-time funding and had a relatively high level of politics, whereas the funding of the progressive companies was tied to performance milestones and little politicking took place. The reasons for organizational politics are discussed.     

A shift to external alliances for product development in the pharmaceutical industry

For a number of years, pharmaceutical companies have been departing from a tradition of strict vertical integration, looking to external sources for at least some of their novel technology and products. The aim of this study was to determine whether (1) this is a long term, industry-wide trend, or (2) merely a temporary or local response to acquire the technical capabilities of the biotechnology revolution of the 1970's, after which, with the new generation of technology in-house, they will revert to primarily in-house innovation. Analysis of secondary data on a representative sample of the fifteen largest drug companies in the United States, the United Kingdom, Germany and Switzerland indicated that between 1977 and 1987, these pharmaceutical companies increased their external R&D alliances nearly six-fold on average. A large and growing proportion of pharmaceutical companies' R&D alliances are formed with biotechnology firms which have proprietary technology, due to financial and innovative pressures. Far from being temporary, this resort to external sources of technology in the pharmaceutical industry follows the trends of the wider industrial world towards functional specialization. Thus, biotechnology companies are increasingly taking on the role of suppliers of innovation.     

Collaboration in R&D with universities and research centres: an empirical study of Spanish firms

Innovation is sometimes the result of collaboration between different agents with complementary resources. When companies make formal agreements to collaborate in R&D they do so with different types of organizations, such as their competitors, suppliers, and customers, or universities and research centres. This paper focuses on attempting to understand the reasons that lead companies to cooperate with universities and research centres and the characteristics of the relationship that this involves. The empirical study is based on a sample of 747 Spanish firms that took part in some type of collaborative R&D project between 1994 and 1996. Results indicate that cooperation with centres is a nation–wide phenomenon involving basic research, conducted under the sponsorship of different research support schemes promoted by central and regional administrations.     

From Invention to Innovation: Toward Developing an Integrated Innovation Model for Biotech Firms*

A review of extant literature reveals various theories on innovation, including technology push, market pull, and an organizational approach. All of these theories have been criticized for their lack of integration and inapplicability to today's competitive environment. An integrated view of innovation has emerged that synthesizes the variables in previous approaches. However, the application of this view has been restricted to investigating the innovation processes within the computer and manufacturing industries, whereas the biotechnology industry has been ignored. This is despite biotech managers' well‐acknowledged thirst for innovation and the ability of biotech to shape the way we live. The present article contributes to the literature by applying an integrated approach to the biotech industry, thereby extending understanding of innovation management beyond the traditional field of inquiry. An integrated approach is of particular relevance to biotech companies, given the complexities of managing the industry's long development cycle and intense collaborative activities. In‐depth interviews with eight organizations in Maryland formed the basis for an investigation into the challenges of managing the innovation process in biotechnology firms. The findings revealed that biotech entrepreneurs are ill prepared to lead their organizations through several transformations necessary along the product life cycle because of their fixation on a technology‐push approach and lack of an understanding of integrated innovation. These leaders also lack the commercialization knowledge necessary to push products to markets, resulting in avoidable delays and loss of productivity. The existing research has dispelled myths associated with biotech. Specifically, it suggests biotech entrepreneurs cannot rely solely on inventions but must invest in a timely application of knowledge to organizational and market forces to take full advantage of the innovation potential associated with the industry. This article presents a conceptual framework for applying the integrated innovation model to biotech firms and makes the case for incorporating market‐oriented mechanisms, building and using appropriate organizational capabilities, developing effective collaborations, and creating parallel interactions as major elements in a general strategy toward the success and improved efficiency of biotech companies. The limitations of current research are discussed, and avenues are highlighted for much‐needed future research into the biotech industry.     

Adaptive Responses by Conservative and Entrepreneurial Firms

Over time, most corporate managements face the necessity of adapting their organizations to new environments. The style of such adaptation depends both on the original strategy of the company and its new objectives and environment. Necmi Karagozoglu and Warren Brown report the results of research which explores the changes in the organization's rate of innovation in response to environmental shifts. The changes in the innovative behavior of conservative firms (which emphasize stability, standardized products and cost-minimization strategies) are contrasted with that of entrepreneurial firms (which emphasize flexibility, rapid product change and state-of-the-art product features). Organizational competence and management's willingness to change are some of the key independent variables used in the project. The data are from a study of 56 manufacturing companies representing 26 industries.     

Biotechnology Commercialization Strategies: Risk and Return in Interfirm Cooperation

The management and exploitation of biotechnological product innovation have proven to be more difficult than initially expected because the number of currently marketed biotechnological products is far from sufficient to counter deficits in pharmaceutical innovation. This study provides insight into the role of governance structures in interfirm cooperation and their effects on biotechnological product innovation and company success. Most of the existing literature regarding alliances and mergers and acquisitions (M&A) examines their effects on technology recipients' innovation performance. Here, the effects of alliances and M&A on both the innovation success and financial performance of technology suppliers (i.e., sources) are examined. Drawing from a sample of 220 human therapeutic biotechnology and biopharmaceutical firms over a period of 32 years (1980–2011), an analysis of the effects of biotechnology clusters, strategic alliances, and acquisitions is provided. This study reveals the existence of a risk‐return trade‐off for strategic alliances between biotech companies and larger, more established firms. Increased biotech company involvement in product development alliances decreases risk by increasing the likelihood of future product introductions. The trade‐off, however, is that biotech companies earn lower returns when their products are developed through such alliances. A similar risk‐return trade‐off effect is found for clusters. However, acquisitions generally affect both product introductions and product returns in a negative way. These findings have strategic implications not only for managing the development of biotechnological product innovations and technology platforms but also for commercialization strategies with respect to interfirm cooperation and risk reduction.     

New Product Development in the Pharmaceutical Industry: Pooling Network Resources

Pharmaceutical innovation increasingly involves some pooling of resources of finance, equity, technology, information, and intellectual property between pharmaceutical companies and other organizations. The organizations and their exchanges constitute a network which can be regarded as a growing store of these varied resources preferentially accessible to network members. D. Jane Bower examines some network effects in management decision making in Ciba-Geigy (Switzerland) and Elan Corporation (Ireland). She concludes that participation in a common network has enabled these firms to access a pool of resources of knowledge, experience, and finance. This pool has been generated by past exchanges among network members, including providers of finance, and has increased the network's collective reservoir of knowledge.     

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.     

Theory versus practice in the staffing of R&D laboratories

The paper addresses the question of how far precept as revealed in the academic literature on staffing of industrial R&D organizations is reflected by practice in those organizations. The author has used the opportunity afforded by discussions with twenty-five middle- and higher-management staff in laboratories in four large European companies in the petrochemical, engineering and pharmaceutical industries to obtain an overview of their staffing practices.
Six aspects of staffing were enquired into: identifying and attracting persons with skills needed, selecting those satisfying organizational needs, developing the new recruit, measuring performance, appraising the individual's needs and career planning. The general impression was that the practices were remarkably similar, though some differences were observed between research- or discovery-oriented laboratories and development-oriented laboratories.
When compared with well-validated generalisations in the literature firms tend to use practices judged good in the literature though there are some significant deviations especially with respect to the value of the personal interview. In some respects firms use innovative practices not yet studied by academic researchers.     

Analyzing an industry in change: the Irish software manual printing industry

This article is concerned with the application in a case study of three inter-related theoretical issues: new perspectives on technological change, learning organizations, and the question of market versus hierarchy in the relationships between firms. The case study is of the software manual printing industry in Ireland, and its relationship with the major, international software companies.     

Takeover defenses,innovation, and value creation: Evidence from acquisition decisions

The desirability of antitakeover provisions (ATPs) is a contentious issue. ATPs might enable managerial empire building by insulating managers from disciplinary takeovers. However, some companies, such as “hard‐to‐value” (HTV) companies, might trade at a discount due to valuation difficulties, thereby exposing HTV companies to opportunistic takeovers and creating agency conflicts of managerial risk aversion. ATPs might ameliorate such managerial risk aversion by inhibiting opportunistic takeovers. This paper analyzes acquisitions made by HTV firms, focusing on whether the acquirer (not the target) is entrenched in order to examine the impact of entrenchment managerial decision making. The results show that HTV firms that are entrenched make acquisitions that generate more shareholder wealth and are more likely to increase corporate innovation, suggesting that ATPs can be beneficial in some firms. Copyright © 2013 John Wiley & Sons, Ltd.     

Do New Product Development Managers in Large or High-Market-Share Firms Perceive Marketing-R&D Interface Principles Differently?

In the quest for successful innovation, the importance of the R&Dlmarketing interface is virtually unquestioned. For many organizations, however, effective integration of technical and marketing functions is difficult, if not impossible. Despite seemingly widespread understanding of fundamental new product principles, some companies still manage to gain a larger share of the market than their competitors. This raises the question of whether managers in more successful companies have special insights into R&D'/'marketing interface principles that give them an edge over their competitors. To gain a better understanding of managers' perceptions of new product principles defined in the academic literature, Ted Haggblom, Roger J. Calantone, and C. Anthony Di Benedetto conducted a survey of 687 nonacademic members of the Product Development and Management Association. The basis for the survey was a set of 78 product management principles compiled from a search of more than 500 books and articles from various disciplines. From this survey, 14 of the 78 principles were selected as relevant to the study reported in this article. The principles discussed in this article involve such issues as resistance to change, short-term orientation, communication and trust between marketing and technical people, the effect of centralized decision-making on innovation, the importance of open communication flows, senior management's role in the R&D I marketing interface, and the necessity of a product champion. The primary quesstion addressed in this study is whether managers from successful companies perceive these principles differently from managers of less successful firms. The study provides partial support for the proposition that managers' perceptions of these new product principles depend on their company's success. In other words, the survey results suggest that managers in companies with higher market shares tend to agree more strongly with these principles than their counterparts in less successful firms. The study also explores the relationship between firm size and agreement with these principles of new product success. Specifically, the study assesses whether the perceptions of managers from smaller, more entrepreneurial companies differ from those of managers in larger companies. Although managers from small and large firms may view these principles from different perspectives, there were no statistically significant differences in the perceptions of managers from small and large firms.     

Old technology meets new technology: complementarities,similarities, and alliance formation

Alliance formation is commonplace in many high‐technology industries experiencing radical technological change, where established firms use alliances with new entrants to adapt to technological change, while new entrants benefit from the ability of established players to commercialize the new technology. Despite the prevalence of these alliances, we know little about how these firms choose to ally with specific firms given the range of possible partners they may choose from. This study explores factors that lead to alliance formation between pharmaceutical and biotechnology companies. We focus on the alliance tie as the unit of analysis and argue that dyadic complementarities and similarities directly influence alliance formation. We then introduce a contingency model in which the positive effect of complementarities and similarities on alliance formation is moderated by the age of the new technology firm. We draw theoretical attention to the intersection between levels of analysis, in particular, the intersection between dyadic and firm‐level constructs. We find that a pharmaceutical and a biotechnology firm are more likely to enter an alliance based on complementarities when the biotechnology firm is younger. Another noteworthy finding is that proxies for broad capabilities appear to be at least as effective, if not more so, in predicting alliance formation compared to fine‐grained science and technology‐related indicators, like patent cross‐citations or patent common citations. We conclude by suggesting that future studies on alliance formation need to take into account interactions across levels; for example, how dyadic capabilities interact with firm‐level factors, and the advantages and disadvantages of more or less fine‐grained measures of organizational capabilities. Copyright © 2007 John Wiley & Sons, Ltd.     

Diffusing knowledge-based core competencies for leveraging innovation strategies: Modelling outsourcing to knowledge process organizations (KPOs) in pharmaceutical networks

As pharmaceutical firms try to market their products and reduce costs, vertically integrated structures hamper innovation processes. Yet, pharmaceutical firms must innovate to compete. Outsourcing knowledge intensive activities to knowledge process organizations (KPOs) serves to reduce innovation process obstacles. Grounded in diffusion theory and strategic management literature, this conceptual paper explores four interrelated strategic concepts: core competencies, economies of scale and scope, knowledge sharing, and learning. This paper claims that (a) accumulated core competencies of multinational pharmaceutical companies (MPCs) erode over time and these companies become dependent on KPOs (b) MPCs must understand how KPOs manage core competencies (c) economies of scope benefit KPOs enabling them to sustain competitive advantages for their MPC partners, meanwhile the benefits from economies of both scale and scope shift from MPCs to KPOs (d) KPOs need to monitor their rate of learning to remain competitive. The paper identifies implications for industrial managers and directions for future research.     

The Collaboration of Innovation Intermediaries and Manufacturing Firms in the Markets for Technology

Many manufacturing firms have opened up their product innovation processes and actively transfer knowledge with external partners in the markets for technology. However, the markets for technological knowledge have remained inefficient in comparison with the markets for most products. To reduce some of the market inefficiencies, manufacturing firms may collaborate with innovation intermediaries, which are defined as organizations that act as agents or brokers in the innovation process between two or more parties. These innovation intermediaries comprise different service providers ranging from consulting companies to Internet marketplaces for technology. In light of an increasing importance of intermediary services in the context of open innovation, this paper specifically focuses on the collaboration of manufacturing firms and innovation intermediaries, which may be critical for the success of intermediary services. Based on new interview data from 30 innovation intermediaries and 30 European manufacturing firms, this paper examines the question of how innovation intermediaries and manufacturing firms collaborate concerning the following issues, which emerged as the key themes from the interviews: potential of intermediation, roles of intermediaries, types of intermediation, drivers of intermediation, complementarity of intermediation, compensation of intermediation, and the importance of repeated collaborations. The findings indicate how manufacturing firms may reduce their transaction costs in technology markets by collaborating with intermediaries. However, intermediary services can only be regarded as a complement rather than a substitute of manufacturing firms' internal activities of managing technology transfer. Thus, manufacturing firms need sufficient internal capabilities for managing technology transfer, such as absorptive capacity and desorptive capacity.     

Towards Holistic "Front Ends" In New Product Development

Any firm that hopes to compete on the basis of innovation clearly must be proficient in all phases of the new-product development (NPD) process. However, the real keys to success can be found in the activities that occur before management makes the go/no-go decision for any NPD project. In other words, the most significant benefits can be achieved through improvements in the performance of the front-end activities—product strategy formulation and communication, opportunity identification and assessment, idea generation, product definition, project planning, and executive reviews. Noting the inherent difficulty of managing the front end, Anil Khurana and Stephen R. Rosenthal discuss findings from in-depth case studies of the front-end practices in 18 business units from 12 U.S. and Japanese companies. They offer a process view of the activities that the front end comprises, and they discuss the insights that their case studies provide regarding key success factors for managing the front-end activities. The case studies involved companies in industries ranging from consumer packaged goods to electronics and industrial products. Foremost among the insights provided by the case studies is the notion that the greatest success comes to organizations that take a holistic approach to the front end. A successful approach to the front end effectively links business strategy, product strategy, and product-specific decisions. Forging these links requires a process that integrates such elements as product strategy, development portfolio, concept development, overall business justification, resource planning, core team roles, executive reviews, and decision mechanisms. The case studies suggest that firms employ two general approaches for achieving these links. Some companies rely on a formal process to lend some order and predictability to the front end. Other companies strive to foster a company-wide culture in which the key participants in front-end activities always remain focused on the following considerations: business vision, technical feasibility, customer focus, schedule, resources, and coordination. This cultural approach is more prevalent among the Japanese firms in the study; the U.S. firms tend to rely on formality of the front-end process. The case studies also suggest that the front-end approach must be compatible with the firm's product, market, and organizational contexts. For example, standardized approaches seem to work best for incremental innovations.     

Does imitation reduce the liability of foreignness? Linking distance,isomorphism, and performance

Research summary : Research demonstrates that foreign firms from institutionally distant countries imitate the practices of domestic firms (i.e., adopt an isomorphism strategy). The conjecture has been that pursuing such a strategy can help foreign firms counteract the deleterious performance consequences associated with institutional distance; yet there is scant evidence of such. This study treats isomorphism as an endogenously selected strategy influenced by institutional distance to examine its performance consequences. Using a dataset of 80 foreign banks from 25 countries operating in the United States, we find that foreign firms from institutionally distant home countries benefit initially from selecting an isomorphism strategy. However, the benefits diminish with experience. Managerial summary : Multinational companies experience great difficulty in managing institutional distance, and research suggests that one way to overcome distance‐related constraints is to imitate the strategies of local companies. Unfortunately, we do not know enough about the performance‐related consequences of engaging in such imitative behavior. This study examines whether imitating local firms improves performance for multinational companies from institutionally distant markets. We find that imitation improves a firm's performance at first; however, with experience those same strategies result in performance decrements. Managers of multinationals should therefore be careful not to get locked into imitative strategies that provide performance benefits upon entry, but that fail to provide benefits over time. Copyright © 2015 John Wiley & Sons, Ltd.     

Uncovering institutional orientation as a new strategic orientation in industrial marketing

The environment of industrial markets is highly institutionalized, and research has documented different types of institutional work conducted by firms. However, the way in which individuals within organizations perceive and conduct such work is not well-understood. In this paper, we adopt the “inhabited institutions” approach to study how business-to-business managers experience the institutional work conducted by their companies as a strategic orientation. In-depth interviews with 34 managers reveal that institutional orientation is composed of three dimensions: the key institutional customers concept, institutional embeddedness, and market legitimacy. In addition, our study uncovers the relationships among these dimensions. The article concludes with the theoretical implications of the research as well as with a discussion regarding how a culture of institutional work, i.e., institutional orientation, can be instrumental in enhancing the performance of BtoB firms.