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We now have the research-based insights and tools to help firms to both innovate and exploit today's success, as well as explore into the future to sustain tomorrow's success. We have deep insights into managerial and organizational dynamic capabilities. Our field has the tools to help managers diagnose to roots of engineering and innovation pathologies, as well as to take strategic action to shape the nature of technological change and in turn, innovation streams. Yet, while our field knows much about the phenomena of engineering and innovation management, we do not have substantial impact on the actual practice of engineering/innovation management.