R&D strategy development for a leading Japanese toiletry company
Consumer goods & retail


The client was facing loss of market share due to aggressive competitor strategies based around innovative products. They engaged Arthur D. Little to help improve their innovation performance and develop a new R&D strategy.


We first conducted an in-depth innovation diagnosis using ADL proprietary tools in order to identify weaknesses and improvement areas around innovation practices and culture.

We went on to conduct a strategic analysis of the company’s technology capabilities versus their competitors in order to identify the most attractive technology thrusts. We developed these further into an R&D strategy, including R&D project definition and resource allocation.


Based on our advice the client was able to transform its R&D performance including both the ‘How’ – implementing new R&D practices, competencies and evaluation tools, and the ‘What’ – new R&D programmes to deliver business value.