2008 | OriginalPaper | Buchkapitel
The Market as a Challenge for R&D
Erschienen in: Managing Global Innovation
Verlag: Springer Berlin Heidelberg
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Market orientation is the single most important reason for increasing R&D effectiveness. On the other hand, aligning R&D activities completely with existing customer demands may have negative effects on the role R&D has to fulfill on a corporate level. In particular, there is rising concern about sustained long-term innovativeness when R&D is focused to early on customer demands.