Innovation 2010: A Return To Prominence-And The Emergence Of A New World Order
Businesses are tempering their innovation investments in RDEs. Forty-one percent of respondents said their company plans to raise its R&D investment in RDEs in 2010, down from 45 percent in 2009. Simultaneously, companies are broadening the types of innovation functions they are targeting with those investments. In particular they are aggressively expanding their emphasis on product development and idea generation. Executives consider a risk-averse corporate culture, lengthy product-development times, and inadequate measurement practices to be key areas of weakness. Executives identify a risk-averse corporate culture and lengthy product-development times as the two biggest factors holding down the return on their innovation spending.