OVERVIEW: A highly effective CREATIVE R&D culture combines Customer-focused, Risk-tolerant, Entrepreneurial, Alignment with strategy, Technology and scientific excellence, Innovative, Virtual organization (Collaboration), and Execution elements to consistently drive true product innovation. To generate this culture, R&D leaders should examine attitudes and values, and eliminate barriers that impede behaviors based on these characteristics. Constructing the CREATIVE R&D culture involves a change process of building on inherent strengths and compensating for organizational gaps. This starts with a foundation of leadership and executes product innovation at the juncture of customer insight, technology and business alignment powered by risk tolerance and collaboration. This holistic framework has evolved from the practice of product development and has been applied successfully in various companies and industries.
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