There are a few commercially valid strategies.
1. Goodwill and mindshare. If you're known as "the best" or "the most innovative", then you'll attract customers.
2. Talent acquisition. Smart people like working with smart people.
3. Becoming the standard. If your technology becomes widely adopted, and you've been using it the longest, then you're suddenly be the best placed in your industry to make use of the technology while everyone retools.
4. Deception. Sometimes you publish work that's "old" internally but is still state of the art. This provides your competition with a false sense of where your research actually is.
5. Freeride on others' work. Maybe experimenting with extending an idea is too expensive/risky to fund internally? Perhaps a wave of startups will try. Acquire one of them that actually makes it work.
6. Undercut the market leader. If your industry has a clear market leader, the others can use open source to cooperate to erode that leadership position.