Today's industry is witnessing a revolution where continuous innovativeness is the key to sustainable competitive advantage. As competition is getting widened day by day and organizations facing increasing competitive challenges particularly by firms that rely more on core-competences to create customer value. Competitiveness of firms depend on several parameters including research and development, innovations and some path cutting edge breakthroughs. Focus on R&D and decisions to adapt to environmental changes can make or break an organization. This paper presents a management case involving impact of core competence, R&D, customer consciousness, among differentiation, etc. on customer value. The case highlights that that benefits of R&D endevours should be used as functional strategies by integrating with business strategies.
Innovation, sustainable competitive advantage, core competence, research and development, customer value
