Unlike Chap. 3 , this chapter attempts a hard landing into the realm of R&D and technology commercialization by exploring the historical evolution and strategic frameworks that have shaped R&D management over the last 50+ years. It examines the transition of R&D from a “technology push” model to a hybrid “technology-market coupling” process and delves into topics like optimizing R&D networks, managing technical staff, and fostering collaboration between industry, academia, and government. The chapter also covers methodologies such as stage-gate, lean start-up, and agile innovation, while addressing modern challenges like open innovation, green technology, and digital transformation. Through historical insights backed by an extensive literature review and contemporary strategies, this chapter provides a comprehensive foundation for understanding and advancing R&D management in today’s dynamic landscape.