Abstract
With discontinuity in technology, it can be frustrating to gauge its influence on Research and Development structure. What managers need, therefore, is a framework to help them understand significant advances in technology – something that will enable them to anticipate new innovation paradigms. This article examines the way that an explosion of biotechnologies has forced managers to question the relevance of the former pharmaceutical R&D model. For companies like Procter & Gamble, being able to recognise big discontinuities in the innovation model – and being proactive about implementing change strategies – has helped them reshape their innovation models whilst staying competitive.
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