Mobilizing An R&D Organization Through Strategy Cascading

Abstract

OVERVIEW: Cascading business strategy down into an R&D organization is widely used to drive strategy into the organization and align researchers and developers behind the organization's strategy. However, the key benefit from cascading lies not in top-down control, but in clarity for the technical personnel about what they can contribute, in the motivation that stems from being able to voice their views and concerns, and in the dialogue between senior management and the R&D organization. Dialogue is what mobilizes a technical organization to not only “make the numbers,” but also to contribute creatively according to its abilities. In other words, cascading becomes most useful when it is seen not as a tool to enforce strategy, but rather as an empowerment device for the R&D personnel to understand the sources of value for the business and to explore how to innovatively produce the highest value.