Innovation strategies of industrial groups in the global crisis: Rationalization and new paths

In the on-going context of globalization, the strategy of multinational enterprises combines the aims of constant supply renewal (through technological, but also organizational and commercial innovation) and of production rationalization (reduction of production costs). The financial dimension is narrowly linked to these strategies, as the financial deregulation has generated a strong pressure on enterprises, aimed at increasing the shareholder value. In this paper, we study the impacts of the current financial and economic crisis on the strategy and the management of innovation in big industrial firms. We present the result of an enquiry that has been achieved in France in 2009 and 2010 in companies such as Renault, Thales, General Electric, Lesieur, PSA, Saint-Gobain, Valeo, and ArcelorMittal. We show that firms rationalize their R&D expenses, accentuate their open innovation strategies, develop a strategic use of IPRs and try to implement new innovation paths, oriented toward the exploitation (low cost strategies) and the accumulation (clean technologies) of their knowledge-capital.