If you are into a market to attack a competitor, the classic move is to try to change the rules of the game. Traditionally, research and development have been two separate events. Researchers would identify a new technology. If the business units bought into the technology, they'd turn it into products. This process is commonly called technology transfer.
Technology transfer is perhaps the most terrible pair of words ever invented.
The most successful researchers have created new models in which discovery and development occur simultaneously. For instance, Lucent uses a fast-track process for breakthrough discoveries, such as the WaveStar LambdaRouter. It matches central lab engineers with developmental engineers, business managers and marketing people in the business units so that a product can be developed while it is being invented. SunLabs relies on a more traditional technology transfer model but lets the technology creators become its long-term champions, and to move with the technology to the business unit for development. They return to the lab once the technology is turned into product, Mitchell says.