Slide 8.

Chapter 8
Management of research and
development

Trott, Innovation Management and New Product Development, 5th Edition, © Pearson Education Limited 2013
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Trott, Innovation Management and New Product Development, 5th Edition, © Pearson Education Limited 2013
Slide 8.3

Figure 8.1 The R&D continuum

Trott, Innovation Management and New Product Development, 5th Edition, © Pearson Education Limited 2013
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Table 8.1 Europe’s R&D expenditure league (2010)

Source: http://iri.jrc.ec.europa.eu/research/scoreboard_2010.htm.

Trott, Innovation Management and New Product Development, 5th Edition, © Pearson Education Limited 2013
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Table 8.2 R&D expenditure across industry sectors

Source: www.innovation.gov.uk/rd_scoreboard (2010).

Trott, Innovation Management and New Product Development, 5th Edition, © Pearson Education Limited 2013
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Comparison of share price performance of R&D-intensive firms and the

Figure 8.2
FTSE 100 firms
Trott, Innovation Management and New Product Development, 5th Edition, © Pearson Education Limited 2013
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Figure 8.3 Classification of areas of research emphasis in industry and university

Trott, Innovation Management and New Product Development, 5th Edition, © Pearson Education Limited 2013
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Figure 8.4 The strategic role of R&D as viewed by the business

Source: EIRMA (1985) ‘Evaluation of R&D output: working group report, 29’, European Industrial research Management Association, Paris; P.A. Roussel, K.N. Saad and T.S. Erickson
(1991) Third Generation R&D, Harvard Business School Press, Boston, MA.

Trott, Innovation Management and New Product Development, 5th Edition, © Pearson Education Limited 2013
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Table 8.3 Description of five generations of the R&D process

Source: Nobelius, D. (2004) Towards the sixth generation of R&D management, International Journal of Project Management, Vol. 22, 369 –75.

Trott, Innovation Management and New Product Development, 5th Edition, © Pearson Education Limited 2013
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Figure 8.5 Strategic pressures on R&D

Source: Adapted from G.R. Mitchell (1988) ‘Options for the strategic management of technology’, UNESCO Technology Management, Interscience Enterprises Ltd, Geneva.

Trott, Innovation Management and New Product Development, 5th Edition, © Pearson Education Limited 2013
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Figure 8.6 The R&D strategic decision-making process

Trott, Innovation Management and New Product Development, 5th Edition, © Pearson Education Limited 2013
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Figure 8.7 Classifying the level of research using technology leverage

Trott, Innovation Management and New Product Development, 5th Edition, © Pearson Education Limited 2013
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Comparison of R&D expenditure within the European pharmaceutical

Table 8.4
industry
Source: www.innovation.gov.uk/projects/rdrscoreboard (2006).

Trott, Innovation Management and New Product Development, 5th Edition, © Pearson Education Limited 2013
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Table 8.5 The main stages in the development of Viagra

Source: Pfizer.com.

Trott, Innovation Management and New Product Development, 5th Edition, © Pearson Education Limited 2013
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Table 8.6 Sales of impotence drugs

Trott, Innovation Management and New Product Development, 5th Edition, © Pearson Education Limited 2013