Case studies

IBM assembled a global team of innovation management experts, consultants and research managers to assist the client in implementing advanced practices while maintaining current strengths. Client teams visited IBM's Watson Research Lab for detailed benchmarking and to gain insight into strategies that it could use to foster the development of breakthrough technologies for new markets, rather than its present R&D practice of developing and purchasing competitive technologies for existing markets.

IBM's transformation blueprint for the client's R&D activities called for building acceptance and cooperation between the business and R&D units, aligning activities to correspond with market demands and encouraging workers to expand their thinking across disciplines and departments. Researchers were given greater flexibility and encouraged to work more effectively rather than just more efficiently. Some individuals were empowered to make their own decisions, and creativity and effort were nurtured and rewarded. In addition, the client was exposed to new processes, such as one similar to IBM's Global Technology Outlook (GTO), which proved valuable as a forecasting tool. To demonstrate its commitment to the process, the company pledged up to 15 percent of its R&D unit budget to seed activity, which will be allocated to creative research projects. By enhancing its creativity and effectiveness, the client's R&D unit anticipates a more comprehensive response to customer needs while maintaining a strategic focus and taking responsibility for its future as the company's growth engine.