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Bibliographic Metadata

  • Title
    Enhancing market-oriented R&D planning by integrated market and patent portfolios
  • Author
    Ernst, Holger ; Fabry, Bernd ; Soll, Jan Henrik
  • Is part of
    Journal of Business Chemistry, Issue Journal of Business Chemistry, page 2-13
  • Published
    2004
  • Annotation
    Section "Research Paper"
  • Language
    English
  • Document type
    Journal Article
  • URN
    urn:nbn:de:hbz:6-45649652072 
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  •  The document is publicly available on the WWW
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Abstract
  • 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.
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