Recent studies have made it clear: the globalization of R&D has begun. In a 2010 Ernst & Young survey of 1,050 company executives, US companies indicated that they will increasingly shift more R&D dollars and capacity to places like China, India, and Brazil. University of Maryland professor Anil Gupta, author of Getting China and India Right, says there are a few key reasons why Western companies are decentralizing their R&D at an increasing rate. First, many Western-designed products need to be redesigned to lower costs if they are to be successful with the growing middle class who represent the biggest increase in purchasing power in these new markets. A second key driver of the move to overseas R&D: dollar for dollar, higher returns on the R&D investment. Gupta warns companies in the West not to lose site of their local markets in the scramble to emerging markets.
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