The March issue of PDMA's Vision magazine contains a rather interesting chart:

As much as it will upset a few folks, I maintain my stand that OI is a cop-out in most cases, the equivalent of increasing dividends as there are not better ways to invest the cash... Asking others for advice might be an interesting way of solving a technical problem (cross-fertilization does work), but it will not get a company out of the obligation to actually come up with new ideas and product to the market.