Enhancing market-oriented R&D planning by integrated market and patent portfolios
نویسندگان
چکیده
Marketing and R&D strategies need to be aligned to increase the return from investment in new technologies. Various portfolio techniques have been widely used to support strategic planning. A new portfolio approach integrating market and technology portfolios to support market-oriented R&D planning is developed. The integrated portfolio is based on objective market and patent data and empirical evidence that the respective portfolio dimensions impact a company’s business performance. This contributes significantly to the relevance of the proposed integrated portfolio approach for strategic planning. It is tested in a practical application in the chemical industry. Based on these experiences, a set of recommendations for the effective use of the integrated portfolio for market-orientated strategic R&D planning is derived. Journal of Business Chemistry Ernst, Fabry, Soll May 2004 © 2004 Institute of Business Administration 3 ISSN 1613-9615 www.businesschemistry.org
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