Research findings in strategic management with implications for R&D management

Abstract
The author has reviewed the literature, predominantly North American, on the relationships between corporate strategy and corporate performance.
The general context is the question of where and how a firm should diversify. The author considers three areas of decision: corporate strategy, (where to compete), business strategy, (how to compete), and corporate organization (receptiveness to diversification). It appears that the most advantageous corporate strategy is to diversify into a high-profit area but to maintain a substantial relatedness to existing businesses; the best business strategy is to have a market-related perspective, to use R&D to develop new products with a marked competitive advantage rather than new processes, to minimise investment but to enter the market on a sufficiently large scale. This last condition presupposes a high degree of top-management commitment to the venture. Furthermore, consideration has to be given to whether the organizational culture is such as to nurture rather than stifle the venture by insisting on administrative controls appropriate to the firm's traditional base.
The author points to three areas deserving of further investigation: How a firm in a mature industry can find a related area that is sufficiently attractive; how to fix on the correct scale of an entry taking into account the long lead times before the venture shows a net return; and how to ensure that the corporate culture will be able to accommodate novel interests and procedures.
All the above matters pose questions for the management of technology and the direction of R&D.     

Core competencies and the strategic management of R&D

There is an increasing concern amongst R&D managers and their immediate 'customers' and sponsors within companies to have reliable mechanisms to direct R&D simultaneously toward effective rapid innovation and accumulation of long term technological strength. This is leading R&D managers to seek analytical tools to help them identify technologies which have particular significance for competitive advantage, for multiple SBUs, and for longer term strategic positioning, and to manage them in ways which do not leave them at the mercy of business unit strategies, but situate them closer to the core of corporate strategies. This paper conducts an examination of the parallel literature on the idea of core competencies as a new paradigm in corporate strategy and shows that core competencies can be useful focusing devices for assisting in the creation of this linkage between the technological and non-technological aspects of the corporate strategy agenda. Implications are drawn out for: R&D decisions in the areas of shaping strategic research programmes; funding and organisation regimes for R&D and measuring the effectiveness of R&D.     

The budgeting process for R&D laboratories

The author had been associated with the writing of a short series of case studies into the process by which companies allocate their R&D budgets to individual departments or projects. A key question became the location of responsibility for determining the objectives of work under-taken in R&D, and also responsibility for the allocation of resources in R&D.
The cases revealed that decisions were taken by senior R&D managers at one extreme, and by marketing or production managers at the other, but also most often jointly between the functions with different weightings of authority. The parameter most clearly differentiating between the loci of responsibility was the project duration. This led to the development of a two dimensional diagram correlating the expected remaining duration of the project, with the locus of responsibility for its management.
It is expected that this model which fits current practice into a normative framework will enable organizations to review and adjust their present methods of coping with the complexities of R&D budgeting.     

Initial directors of international R&D laboratories

Technology intensive companies establish new R&D laboratories in regions of high innovation and near centers of scientific excellence. Identifying the right R&D director to head up such greenfield investments is central to the success or failure of the new lab. Analyzing 162 interviews with senior R&D managers, we identify eight different directorship profiles. Examples of new R&D sites and their directors include IBM, Daimler, Leica, Microsoft, Xerox, Lucent and Ciba. The initial mission and the intraorganizational and intraregional integration of the new lab are principal factors for director selection, determining expatriate or national management, cultural and ethnic familiarity, as well as local or international transfers. The analysis of succeeding R&D directors indicates a trend towards locally rooted yet organizationally competent R&D managers. The paper concludes with desired qualifications of director candidates for newly established international R&D sites.     

Managing foreign R&D laboratories in China

This paper focuses on the management of R&D units established by foreign companies in China, investigating R&D missions, site build-up, integration with the parent organization, and overall performance measurement. The research is based on 37 qualitative expert interviews with local R&D directors and managers conducted between 2001 and 2004, using a semi-structured research questionnaire, and semi-quantitative research done on 199 foreign R&D labs in China. Cultural influences on R&D management, location advantages, expatriate involvement, and organizational evolution of local laboratories are discussed. We find that foreign R&D laboratories in China are not only important vehicles for local market development but also increasingly important sources of locally developed technology.     

Fostering knowledge management deployment in R&D workspaces: a five-stage approach

In recent years, R&D institutes have encountered various intensified challenges. New instruments are needed to manage knowledge-related activities more effectively and efficiently. This paper presents and discusses the lessons learned from a case study in fostering knowledge management (KM) initiatives and systems in a research-oriented institute serving the metal industry, specifically the Metal Industries Research and Development Centre (MIRDC) in Taiwan. We perform a comparative review of the experience of embarking on KM among Taiwanese R&D institutes, a very rarely performed job. Following this, we investigate, by conducting the primary and secondary researches, how MIRDC has adopted a five-stage approach to develop a deliberate framework of KM deployment in order to manipulate the KM operations in the context of a Chinese R&D institute. The MIRDC case demonstrates a sophisticated KM process that provides an activity-based perspective of the plan, control, coordination and evaluation framework in an R&D workspace. This paper argues that well-defined deployment frameworks embody qualities of goal pursuing that are important to KM activities and compel managers to examine more closely how to realize the KM initiatives. This paper also reveals that a rigid hierarchical R&D structure inhibits the dynamics of the knowledge cycle due to technology segmentation. A parallel R&D structure supported by mission offices and a 'pioneer and innovation program' that is cross-departmental and industry-focused can positively motivate horizontal 'coopertition' networking so as to better exploit and leverage knowledge assets. The practices applied in these elemental KM activities are useful to other R&D organizations by suggesting how each of the KM activities can be configured and implemented.     

Global R&D management

Abstract
Global R&D management, the management of company R&D effort distributed over different countries, a task that concerns multinational firms, has not been widely studied. The authors have therefore carried out in-depth studies of global R&D conducted by 7 European and 15 Japanese companies. Their objective was to identify 'best practice' and so construct a framework for future research.
The authors' conclusions are as follows. Globalisation, that is decentralisation of R&D, has become a necessity for multinationals as a result of the localisation of competition, of product life becoming shorter than development time, and the need to locate laboratories near sources of new technological know-how.
Because foreign acquisitions often lead to the acquisition of laboratories, questions are raised about how best to integrate them with the administrative practices of the 'home' organization, whether to reorganize them or to close them down. When it is necessary to set up a new foreign-based laboratory deciding its exact location will require the weighing of factors such as whether the activities are to be market or process oriented, where on the R to D scale the activities will be placed, and how far direction of the laboratory's programmes and work will be decentralised.
Global management also demands special attention to the building of an open communication network among the laboratories, the best form of which has yet to be determined. The main concern in human resource management will be how to select and develop an internationally oriented management corps and how to train R&D professionals to communicate across sites.
If globally dispersed R&D laboratories are to be most effectively used then a new framework for their management needs to be developed.     

New directions in R&D: current and prospective challenges

This paper investigates the paradox of research and development (R&D), that is being increasingly undervalued by firms and nations, and yet continues to grow and prosper in terms of overall size and reach. The analysis outlines key developments that are currently affecting the growth and development of R&D activity and highlights the issues and problems that R&D managers and policymakers may likely face over the next decade.     

Organizational energy: an empirical study in Indian R&D laboratories

Analyzing the way organizations function and the processes that operate within these organizations is an important managerial responsibility. We have adopted a people–oriented approach called organizational energy to develop a simple process for diagnosing the level of satisfaction of scientists working in R&D laboratories. Psychic energy as reflected in different work activities in an organization is manifested in energy generating and energy draining activities that can be reduced to an energy count. The present study assesses the use of mental energy by scientific personnel working in three national laboratories in India with the objective of increasing the energy count for improving organizational effectiveness. We hope that the results can be used as the basis for initiating action to improve the motivation and utilization of scientists in India, to support the overall goal of self–reliance in science and technology.     

Stakeholder analysis for R&D project management

R&D projects affect the interests of different stakeholders in different ways. Understanding the stakeholders and analysing their interests helps in the better management of R&D projects. In this paper we discuss a methodology to systematically analyse the stakeholders of R&D projects. This methodology includes Freeman's (1984) three levels of analysis: rational, process and transactional. Based on these three levels, the stakeholder management capability of an R&D project is determined. The final stage is based on Mitchell et al . (1997) approach to analysing the dynamics of stakeholders. This methodology is illustrated using a New Zealand case relating to a road pricing R&D project.     

Technology analysis and R&D management

Technology analysis is a new field of knowledge aimed at creating a fuller understanding of the technological setting within which business operates. It provides a macro-discipline and is specifically aimed at improving the effectiveness of management of technology. As such it is of direct relevance to R&D management.
The essential tools of technology analysis constitute a set of analytical frameworks covering aspects such as: (i) a common approach to describing individual technological artefacts, (ii) a taxonomy of technologies, (iii) a classification of technological trends, (iv) a chart of technological limits, and (v) a socio-technical preference profile.
These frameworks help the R&D manager to dissect and debate typical R&D management problems such as: (i) selecting R&D projects, (ii) setting broad R&D objectives in the case of a given project and (iii) setting specific R&D goals to meet the said objectives. The frameworks also help the R&D manager to portray and present research achievements within a simple and intuitively appealing framework.     

Emerging challenges for R&D executives — an American perspective

In recent years, many companies have witnessed dramatic changes in their business environment. Emergence of global markets and competitors coupled with new competitive strategies based on quality, speed and/or alliances have forced business managers — especially in the United States — to adopt new management strategies, structures and systems. These in turn have caused many R&D executives to progress from their traditional agenda of managing R&D activities in domestic laboratories to a new agenda of coordinating and integrating technology development and exploitation on a world-wide basis. This paper discusses this evolution of R&D management agenda in the United States and its implications. It also reviews the approaches being used and the experiences being gained by the American R&D management community to address the emerging challenges.     

Management of R&D for reduction of technological delay: a strategic viewpoint

The establishment and effective use of R&D potential is considered as a way to reduction of technological delay. On the basis of analysis of alternative starting positions of a follower on the technological scene the adequate trajectories for technological pursuit are drawn. Five strategies are indicated as the most typical ones. Illustration is given for respective strategies of pursuit based on S-shaped performance development within given technological generation. Conditions and limitations are indicated in order to adapt general analysis to the practice of a company willing to overcome the technological gap and/or reduce the existing delay.     

Applying a system concept to R&D management

The author has long been an advocate of the systems approach to forecasting, particularly in the area of resource allocation. In making a number of seminar presentations to middle and senior management, both in the U. K. and the U. S. A., questions from the floor revealed that systems thinking is not as widespread as had been believed. While the media's past attention to the ‘Limits of Growth’ (Meadows, 1972) has communicated the impossibility of infinite expansion, many decision makers remain unaware of the closed-loop characteristics of the systems in which they work. On the contrary. While activities are often seen as the prime raison d'etre, the nature and origin of the driving force is often mis-interpreted and the modifying feed-back controls completely ignored. This paper, therefore, attempts to show that a basic closed-loop system is the only rational precursor to methodology development for decision making. If this action reveals the genuine system parameters then the researcher may well be performing his most helpful service to the decision maker.     

Barriers to scientific and technical knowledge acquisition in industrial R&D

An understanding of how companies acquire external knowledge is important for any organisation which participates in technology transfer partnerships. The process of external knowledge acquisition within the development function of the pharmaceutical industry is described. Six pharmaceutical companies participated in this study. Group depth interviews were conducted with scientists from a wide range of disciplines and at different levels of seniority within their companies. Senior managers and information officers were interviewed individually. The findings indicated that, although this industry is a leader in formalised information services and commercial database usage, even here significant barriers to the acquisition of scientific and technological knowledge exist. In several of the companies examined the process of information acquisition is not addressed strategically and implemented at laboratory level.     

R&D management through network mapping: using the Internet to identify strategic network actors in cooperative research networks

Most R&D management techniques to date have emphasized the immediate organizational context or the internal structure and process of the R&D project. Recently however attempts have been made at situating R&D management in a wider context of inter‐organizational R&D activities. This paper presents the technique of R&D network mapping as a means of providing strategic intelligence to the R&D manager. The paper backgrounds this technique with a discussion of the general issue and significance of R&D networks. A methodology for R&D network mapping is then exemplified by outlining how a network database of cooperating projects and institutes in the telecom research sector was built by utilizing the World Wide Web. Finally a number of suggestions are made as to how and when network mapping should be applied in strategic R&D management.     

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.