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Dumbing Down RD Trend in QSR Restaurant Industry

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If we can start with the premise that new products drive sales growth in the food industry or any industry, then why does it seem that QSR restaurant chains spend a decreasing percent of sales on the new product R&D engine compared to other departments? Creativity seems to reign supreme, but outside the context of coordinated Marketing, Sales, and R&D development and product commercialization process. Creativity must function within a strategic framework to realize meaningful results, and a long-term commitment ...

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