The introduction of a business culture in a research centre : the case of France Télécom's R&D department

A research centre should serve the strategic objectives of a company. In a world which is increasingly complex and where innovation cycles are increasingly short and operational pressures increasingly strong, it is essential for a company to have a R&D department which is more reactive and proactive with respect to its markets. It is equally important that its researchers understand more than ever the logic behind the business of the company. With this in mind, France Télécom's R&D department launched an action programme in one of its research centres in charge of services to companies. Difficulties were numerous in a changing world which requires that one should overcome cultural and identity differences between engineers, marketing experts and strategic advisors. France Télécom has already proved in the past, however, its capacity to rise to a challenge…