R& D Strategy deals with product and process innovation and improvement. It also deals with appropriate mix of different types of R & D (Basic, product, or process) and with the question of how new technology should be accessed by internal development, external acquisition or through strategic alliances. The R & D choices may be:

  • Technology leadership in which one pioneers an innovation,

Eg: Nike Inc. or

  • Technological followership in which one imitates the products of competitors.

Eg: Dean Foods Co.

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