Commenting on the recent GE investment in research and development for emerging markets, Navi Radjou recently cautioned against the traditional approach. Too often, he says, this hires only engineers and scientists. “Global R&D model 1.0,” he calls it.
R&D 2.0 needs new personnel, Radjou argues, including anthropologists and economists. What a wonderful idea, resonant for those of us who loiter at this intersection!
Goldman Sachs predicts that the bulk of the global economic growth over the next three decades will occur in emerging markets like India, China, and Brazil. But multinationals can’t capture this explosive growth unless they first upgrade their technically-skewed innovation model to a multidisciplinary R&D approach.
Radjou, Navi. 209. R&D 2.0: Fewer Engineers, More anthropologists. Harvard Business Blog. June 10, 2009. here.
Thanks to Susan Mazur-Stommen and the AnthroDesign list serve.
Navi Radjou (pictured) is the Executive Director of the Centre for India & Global Business at the Judge Business School at the University of Cambridge.