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商品編號： F1805A 出版日期： 2018/09/01 作者姓名： Harvard Business Review 商品類別： Other 商品規格： 5p 再版日期： 地域： 產業： 個案年度： -
商品敘述：
Researchers from INSEAD and Kellogg conducted a statistical analysis of R&D spending and growth, using data on the world''s top 2,500 companies. This revealed that consumer packaged goods firms often see better returns on R&D spending when they focus on small changes (such as modifications to packaging) rather than on ambitious "moon shots." Companies operate under two distinctly different philosophies, the researchers found. "The motto of companies with big R&D budgets is ''bigger, better, faster,''" they say, whereas firms with modest R&D budgets "seem to do extremely well by tweaking and improving things in their brands and creating a lot more sales.
涵蓋領域：
Asset management;Corporate strategy;Innovation;International business;R&D
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