Integrating market and patent portfolios for market-oriented R&D planning

PICMET '03: Portland International Conference on Management of Engineering and Technology Technology Management for Reshaping the World, 2003. Pub Date : 2003-07-20 DOI:10.1109/PICMET.2003.1222786

H. Ernst, J. Soll

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引用次数: 5

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 process. In order to balance marketing and R&D in the strategic planning process, it is necessary to integrate different portfolio concepts. A new portfolio approach integrating market and technology portfolios 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-oriented strategic R&D planning is derived.

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整合市场和专利组合，进行市场化的研发规划

市场营销和研发战略需要协调一致，以增加新技术投资的回报。各种组合技术已被广泛用于支持战略计划过程。为了在战略规划过程中平衡营销和研发，有必要整合不同的投资组合概念。提出了一种新的组合方法，将市场和技术组合结合起来，支持面向市场的研发计划。综合投资组合基于客观的市场和专利数据，以及各自的投资组合维度影响公司经营绩效的实证证据。这极大地促进了拟议的战略规划综合投资组合方法的相关性。它在化学工业的实际应用中得到了检验。基于这些经验，本文提出了一套有效利用整合投资组合进行市场化战略研发规划的建议。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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PICMET '03: Portland International Conference on Management of Engineering and Technology Technology Management for Reshaping the World, 2003.

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