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This article presents the authors' perspectives on the transfer of research results in control to industrial practice. The distinction between the immediate recipient of a technology development and the end user or beneficiary is drawn and the notion of customer value chains for control applications explained. We argue that successful technology transfer in control requires awareness of current practices in the targeted industry sector, highlighting three critical areas: control development processes, automation system platforms, and work roles. Compatibility challenges in these areas need to be addressed and often overcome, on the basis of criteria that matter to customers. We cite examples from several application domains to contrast industry-specific requirements. Substantial economic and societal impact can be gained from advanced control research with due awareness of customer needs and industry practices.