|
Price Elasticity
Penetration
Pricing
Product
Life Cycle
Prospect
Theory
Product
Placement
Advertising
Business
Model
Customer
Distribution
Demographics
Drop
Shipping
Franchising
Guerrilla Marketing
Logistics
Loss Leaders
Market
Dominance
Marketing Research
Marketing
Plan
Network Marketing
Product
Promotion
Packaging & Labeling
R &
D
Retail
Sales
Target
Market
Telemarketing
Television Advertising
Viral
marketing
Word of Mouth
|
Research and
Development R&D
R&D has a special economic significance
apart from its conventional association with scientific and technological
development. R&D investment generally reflects a government's or organization's
willingness to forego current operations or profit to improve future
performance or returns, and its abilities to conduct research and development.
The phrase research and
development (also R and D or, more often, R&D), according to the Organization
of Economic Cooperation and Development, refers to "creative work undertaken
on a systematic basis in order to increase the stock of knowledge, including
knowledge of man, culture and society, and the use of this stock of
knowledge to devise new applications"
In 2006, the world's four largest spenders of R&D were the United States
(US$343 billion), the EU (US$231 billion), Japan (US$130 billion), and
China (US$115 billion). In terms of percentage of GDP, the order of
these spenders for 2006 (no figure available for China) was Japan, United
States, EU with approximate percentages of 3.2, 2.6, and 1.8 respectively.
The top spenders in terms of percentage of GDP were Sweden, Finland,
Japan, Korea, Switzerland, Iceland, United States, followed by 9 other
countries, and then the EU.
In general, R&D activities
are conducted by specialized units or centers belonging to companies,
universities and state agencies. In the context of commerce, "research
and development" normally refers to future-oriented, longer-term activities
in science or technology, using similar techniques to scientific research
without predetermined outcomes and with broad forecasts of commercial
yield.
Statistics on organizations devoted to "R&D" may express the state of
an industry, the degree of competition or the lure of progress. Some
common measures include: budgets, numbers of patents or on rates of
peer-reviewed publications.
Bank ratios are one of
the best measures, because they are continuously maintained, public
and reflect risk.
In the U.S., a typical ratio of research and development for an industrial
company is about 3.5% of revenues. A high technology company such as
a computer manufacturer might spend 7%. Although Allergan (a biotech
company) tops the spending table 43.4% investment, anything over 15%
is remarkable and usually gains a reputation for being a high technology
company. Companies in this category include pharmaceutical companies
such as Merck & Co. (14.1%) or Novartis (15.1%), and engineering companies
like Ericsson (24.9%).
Such companies are often
seen as poor credit risks because their spending ratios are so unusual.
Generally such firms prosper only in markets whose customers have extreme
needs, such as medicine, scientific instruments, safety-critical mechanisms
(aircraft) or high technology military armaments. The extreme needs
justify the high risk of failure and consequently high gross margins
from 60% to 90% of revenues. That is, gross profits will be as much
as 90% of the sales cost, with manufacturing costing only 10% of the
product price, because so many individual projects yield no exploitable
product. Most industrial companies get only 40% revenues.
On a technical level, high
tech organizations explore ways to re-purpose and repackage advanced
technologies as a way of amortising the high overhead. They often reuse
advanced manufacturing processes, expensive safety certifications, specialized
embedded software, computer-aided design software, electronic designs
and mechanical subsystems.
Research often refers to
basic experimental research; development refers to the exploitation
of discoveries. Research involves the identification of possible chemical
compounds or theoretical mechanisms. In the United States, universities
are the main provider of research level products. In the United States,
corporations buy licenses from universities or hire scientists directly
when economically solid research level products emerge and the development
phase of drug delivery is almost entirely managed by private enterprise.
Development is concerned
with proof of concept, safety testing, and determining ideal levels
and delivery mechanisms. Development often occurs in phases that are
defined by drug safety regulators in the country of interest. In the
United States, the development phase can cost between $10 to $200 million
and approximately one in ten compounds identified by basic research
pass all development phases and reach market.that help
|
|