The Role of Research and Development on Sustainable Competitive Advantage

Research and Development (R&D) strategy is one of the important factors in supporting the business continuity of the cigarette industry, especially Nojorono because the R&D strategy has an impact on the development of innovative products. Supporting factors of R&D strategy are innovation, internal and external factors which include R&D control management, company size and age, and government regulations. R&D strategy is carried out as a step in achieving a sustainable competitive advantage. This research is a qualitative research with descriptive analysis from in-depth interviews with informants. Objective of the research is to analyze the role of R&D in achieving sustainable competitive advantage. The results of this research indicates that supporting factors of R&D strategy have a significant role to the performance of the R&D business as well as the company