[eldavido]

A better definition might be, how much revenue (measured % of sales) does this firm reinvest back into R&D?

Let's try a few examples: P&G: Not a tech company. They spend tons of money on advertising to get products on shelves and on TV that tons of Americans buy. They can innovate in packaging and distribution, but honestly not that much.

Tesla: tech company. Spending tons of R&D. I don't know how much, but it's a lot.

Pepsi: Not a tech company.

Your local grocery store: tight margins, probably not a tech company.

AmaGooFaceSoftPle: Billions/yr on new product development. Tech companies for sure.

[greglindahl]

This search gives a nice summary of P&G's supercomputing-driven research:

https://www.google.com/search?q=procter+and+gamble+high+perf...

It's not just packaging and distribution. Now it's fair to point out that P&G spends less on R&D than tech companies, but it's not zero.