Should a company ever implement a (recent) published cryptographic protocol
So, should a company ever implement a published protocol for a commercial product?


Yes, if it's something that really adds value for your users. No if it's about saving 4 signature bytes and 112 CPU cycles.


  And if so, what guidelines should they follow?



Publish the source code, at least for the crypto part, so it can be peer reviewed.
Hire experts in the field as consultants to review the implementation.


Both of the above points will help make a strong case for adoption to clients who may have conservative attitudes to security.