Business Commons^™

R&D Project Portfolio Collaboration: How To Structure The Strategic Alliance, Guiyun Feng, Pascale Crama, Wenqi Lian

Research Collection Lee Kong Chian School Of Business

Incumbent companies target innovative firms with promising research and development (R&D) projects to rejuvenate their product portfolio. Such strategic alliances create value by combining the innovator’s research expertise with the partner firm’s superior marketing capability. The partner firm chooses the timing and payment terms of the strategic alliance, accounting for the innovator's budget and marketing capability, and the project portfolio's market interaction and revenue variability. The partner firm may prefer delayed alliances post R&D completion for innovator firms with high marketing capability when the innovator has sufficient budget or when market interaction is weak. Upfront alliances - prior to the …