R&D, innovation and microeconomic growth: a case study |
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| Authors: | B Schott |
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| Institution: | University of Kiel, Kiel, Germany;Prognos AG, Basel, Switzerland |
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| Abstract: | Although Rollei's camera sales grew as a result of postwar increases in income, its traditional product lines came under competitive pressure in international markets in the mid-1950s from lower-priced Japanese cameras of the same type, and from the newly-developed 35mm camera. By 1964, Rollei's sales and exports were stagnating and profits had disappeared. However, the policy of new management began in 1965 to widen and renew the company's product range through a vigorous programme of R&D, and a strong marketing effort. By 1971, 84% of Rollei's sales were products which had not existed in 1965, and these new products enabled Rollei to remain competitive in the critically important export market. |
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