Integrating R&D and Commercial Functions: Business Management Models for Scalable Product Commercialization
Abstract
The ability to commercialize products at scale remains a persistent challenge for organizations operating in competitive and innovation-driven markets. While significant attention has been devoted to improving research and development (R&D) efficiency and market-facing capabilities independently, less emphasis has been placed on the managerial systems that integrate these functions. This paper argues that scalable product commercialization is not primarily a technical or functional problem, but a business management challenge rooted in organizational design, decision-making, and cross-functional coordination. Adopting a business management and consultancy-oriented perspective, the study reframes R&D–commercial integration as a managerial capability that shapes speed, consistency, and value realization in product commercialization. Traditional models that separate R&D and commercial functions often generate late-stage misalignment, delayed market feedback, and scalability constraints. The paper contends that these outcomes stem from fragmented decision rights and governance structures rather than from deficiencies in technical expertise or market knowledge. The study develops conceptual business management models that explain how organizations can integrate R&D and commercial functions through shared decision-making frameworks, governance mechanisms, and cross-functional coordination processes. It emphasizes the role of managerial judgment in aligning innovation priorities with market realities and operational constraints. Rather than proposing new innovation tools, the paper focuses on managerial design choices that enable repeatable and scalable commercialization outcomes. This research contributes to business management literature by positioning R&D–commercial integration as a core management capability rather than a functional interface. It offers theoretical insights and practical implications for managers and consultants seeking to accelerate product commercialization while preserving strategic coherence, margin discipline, and long-term competitive advantage.
Keywords
Business Management, R&D–Commercial Integration, Product Commercialization, Scalable Growth, Managerial Models
Citations
IRE Journals:
Eyup Doruk "Integrating R&D and Commercial Functions: Business Management Models for Scalable Product Commercialization" Iconic Research And Engineering Journals Volume 8 Issue 8 2025 Page 1055-1062 https://doi.org/10.64388/IREV8I8-1713935
IEEE:
Eyup Doruk
"Integrating R&D and Commercial Functions: Business Management Models for Scalable Product Commercialization" Iconic Research And Engineering Journals, 8(8) https://doi.org/10.64388/IREV8I8-1713935
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