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Research and Development (R&D) 研究与发展（R&D）

All businesses need to develop long-term strategies, and an important part of this strategy must be the continual development and launch of new products, or amendments made to existing products. This is the purpose of research and development (R&D).

所有企业都需要制定长期战略，而这个战略的一个重要部分必须是不断开发和推出新产品，或对现有产品进行修正。这就是研究与发展（R&D）的目的。

R&D can basically be defined as 研发基本上可以被定义为:

'carrying out extensive scientific research into the product and its design, and then developing a range of prototypes, each to a slightly different specification.'

对产品及其设计进行广泛的科学研究，然后开发一系列的原型，每个原型的规格略有不同。

The prototype which best meets the needs of the customers and the business is then likely to be commercialised.

然后，最能满足客户和企业需求的原型可能会被商业化。

The development of products can take several years to complete and many businesses spend a huge amount of money on this process (e.g. Unilever spent over £600 million on R&D in 1997). It can often be a veryrisky process, since much money can be spent on ideas that will never be commercialised.

产品的开发可能需要几年的时间才能完成，许多企业在这个过程中花费了大量的资金（例如，联合利华在1997年花费了超过6亿英镑用于研发）。这往往是一个非常有风险的过程，因为很多钱可能花在永远不会被商业化的想法上。

It is within the 'sunrise' industries (i.e. industries which are fairly young and have rapid growth potential, such as computers and aerospace) that extensive R&D spending today can result in a huge competitive advantage in the future.

正是在 "朝阳 "产业（即相当年轻并具有快速增长潜力的产业，如计算机和航空航天）中，今天广泛的研发支出可以在未来带来巨大的竞争优势。

The benefit of being the first company to launch a new, innovative product is immeasurable, since the company can charge a high price and build up a strong market share as it faces no competition.

作为第一家推出创新产品的公司，其好处是不可估量的，因为该公司可以收取高价并建立强大的市场份额，因为它没有面临竞争。

It is estimated that only aboutoneproduct in the pharmaceutical industry reaches the commercialisation stage (i.e. launched onto the market)for every tenwhich are developed and test-marketed. Therefore, the company will have massive R&D costs to recoup when it actually launches a new product, and it will probably take several years before it will have broken-even and covered all the R&D costs.

据估计，在制药业中，每开发和试销10个产品，只有1个达到商业化阶段（即投放市场）。因此，当公司真正推出新产品时，将有大量的研发成本需要收回，而且可能需要几年的时间才能达到收支平衡并支付所有的研发成本。

The businesses which are most likely to succeed in the future are those which develop more new products than their closest rivals, bring their new products to the market in less time than their rivals, compete in more product- and geographic-markets than their rivals, and provide very strong after-sales service to customers.

未来最有可能成功的企业是那些比其最接近的对手开发更多的新产品，比其对手在更短的时间内将其新产品推向市场，比其对手在更多的产品和地理市场上竞争，并为客户提供非常强大的售后服务。

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