If it's easy to implement,it can easily be copied.If it's easily copied and especially if the returns are good competition will easily increase and margins will decrease.Then it boils down to differentiation(which requires investment in R&D with time being the advantage) or price wars(which still requires R&D to maintain lower production costs).Invest in the competitive advantage.

R&D is the most unappreciated investment since it's returns aren't 'foreseeable' and actualized in the present.But isn't investment about sacrificing potential gains now for future gains? R&D has always been the bedrock of future profits.

Build a brand and not a product. All products and businesses can be copied and even made better but a brand is a promise and a relationship, very hard to imitate.

Simple fact: We all know that better concepts than Facebook exist, better and cheaper cars exist, better phones and Tvs than Samsung exist yet these brands are less worried.

R&D is important in fact someone once said research is like visiting a doctor to know your health. I agree but brand is the way to go.

I totally agree with 2012.

A brand has a longer shelf life than the product/service.

Some of us are used to the 'omo brand'we don't bother with the fact that it's very hostile on hands.
You may need Sunlight washing powder (yellow),but find yourself asking for 'omo ya yellow'.

That's Brand power.