Published by:
MIT Sloan School of Management
Length: 8 pages
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Abstract
The biggest consumer goods companies shell out more than USD1 billion a year for R&D but lately have seen no appreciable impact on their sales. That's troubling for companies whose growth has plateaued in recent years. In contrast, some smaller competitors that spend less on R&D - but do so more shrewdly - have seen a significant boost in sales. In this sector, innovators needn't bet big to reap returns.
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Abstract
The biggest consumer goods companies shell out more than USD1 billion a year for R&D but lately have seen no appreciable impact on their sales. That's troubling for companies whose growth has plateaued in recent years. In contrast, some smaller competitors that spend less on R&D - but do so more shrewdly - have seen a significant boost in sales. In this sector, innovators needn't bet big to reap returns.