Aligning R&D to Business Strategy: A Longitudinal Study from 1997 to 2002

The present paper addresses the important issue of the alignment of corporate R&D to business strategy, by presenting the CUSVALIN model (Customer Value Learning in INnovation). This empirical model typically assesses the gaps between the self perception of the R&D staff and that of their internal BU customers on the dimensions: strategic alignment, responsiveness, timeliness, R&D-BU communication, and perceived R&D performance. The CUSVALIN model has been tested in a longitudinal survey from 1997 to 2002 (696 R&D and BU responses) in a large technology-based industrial company (+/- 30,000 employees world-wide). It is concluded, that the CUSVALIN model can be used to monitor R&D-BU perception gaps, and that the regular feedback provided by this monitoring leads to better alignment of R&D to corporate strategy.