208KM Tutorial 5 Ans
208KM Tutorial 5 Ans
Question 1
Show why R&D management is dependent on industrial context.
Answer: This question explores the extent to which students understand the importance of industrial context. R&D operations in the industrial chemical industry will be completely different from those in the food industry. For example, R&D managers in industrial chemicals companies may not have to deal with brand managers, whereas in the food industry brand managers will be very influential. Similarly, consumer research scientists will have a significant influence on decision making in consumer markets but not in industrial markets.
Question 2 Discuss the range of operational R&D activities. Answer: Figure 8.1 illustrates the R&D operations commonly found in almost every major research and development department. They may have different labels, but within Siemens, Nokia, BMW and Shell such operations are well documented. In smaller organisations the activities are less diverse and may include only a few of these operations. This section explains what activities one would expect to find within each type of R&D operation. To help put these activities in context, Figure 9.5 shows how they relate to the product life-cycle framework. They are: Basic Research Applied Research Product Development Technical Service
Question 3 What was the traditional view of R&D? Answer: After the Second World War, research and development played an important role in providing firms with competitive advantage. Technical developments in industries such as chemicals, electronics, automotive and pharmaceuticals led to the development of many new products, which produced rapid growth. For a while it seemed that technology was capable of almost anything. The traditional view of R&D has therefore been overcoming genuine technological problems, which subsequently leads to business opportunities and a competitive advantage over one’s competitors.
Question 4
Question 1
Show why R&D management is dependent on industrial context.
Answer: This question explores the extent to which students understand the importance of industrial context. R&D operations in the industrial chemical industry will be completely different from those in the food industry. For example, R&D managers in industrial chemicals companies may not have to deal with brand managers, whereas in the food industry brand managers will be very influential. Similarly, consumer research scientists will have a significant influence on decision making in consumer markets but not in industrial markets.
Question 2 Discuss the range of operational R&D activities. Answer: Figure 8.1 illustrates the R&D operations commonly found in almost every major research and development department. They may have different labels, but within Siemens, Nokia, BMW and Shell such operations are well documented. In smaller organisations the activities are less diverse and may include only a few of these operations. This section explains what activities one would expect to find within each type of R&D operation. To help put these activities in context, Figure 9.5 shows how they relate to the product life-cycle framework. They are: Basic Research Applied Research Product Development Technical Service
Question 3 What was the traditional view of R&D? Answer: After the Second World War, research and development played an important role in providing firms with competitive advantage. Technical developments in industries such as chemicals, electronics, automotive and pharmaceuticals led to the development of many new products, which produced rapid growth. For a while it seemed that technology was capable of almost anything. The traditional view of R&D has therefore been overcoming genuine technological problems, which subsequently leads to business opportunities and a competitive advantage over one’s competitors.
Question 4