The Promise of Targeted Innovation
Large players in the consumer goods industry might see better returns from their R&D if they copied their smaller competitors.
Who are the kings of R&D spending? High tech and health care, of course. These sectors each account for nearly one-quarter of global R&D.1 Consumer goods companies? Theyâre near the bottom, at just less than 3%.2 But what they do spend is hardly trivial. The largest consumer goods companies each lay out more than $1 billion annually. Spending by one of the biggest, Procter & Gamble, has averaged about $2 billion per year for the past decade.3
What have these behemoths gotten in return for their hefty R&D ...
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