Software Product Lines
Software product lines have, over the last decade, enjoyed wide adoption in the software industry. Although companies have used externally developed components such as operating systems, databases, GUI frameworks, etc. for decades, the effective use of internally developed software artifacts has proven to be an evasive goal for a long time. SPLs are different in that the approach recognizes that reuse is not a technical challenge, but rather has implications for all aspects of the business, including business strategy, architecture, processes and organization. Companies that have successfully adopted software product lines have turned this into significant business success, sometimes growing their company with an order of magnitude. Some illustrative examples can be found here.
Effective reuse of intra-organizational software assets has been a research topic for me for almost two decades, including object-oriented programming, object-oriented frameworks, component-based software engineering, software product lines and, most recently, compositional software engineering.