TOWARD THE INNOVATIVE FIRM - CHALLENGE FOR RESEARCH-AND-DEVELOPMENT MANAGEMENT

OVERVIEW: Industrial strategies for multinationals have undergone profound changes. Underlying causes are to be found in new market factors, technological developments and intensified competition. More and more, it is recognized that companies are confronted with increasing demands for efficiency, quality and flexibility. Product prices are under continuous pressure, ever-higher quality standards are simply a must, and the rate of product renewal has increased considerably. Under these conditions, it is increasingly difficult for companies to distinguish themselves from competitors. Innovation proves to be the magic word. This places R&D in the midst of the competitive battle, dramatically changing the role of the R&D function.