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Technologie- und Innovationsmanagement (Subject) / 2) Basics of technology management (Lesson)
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- Theory, Technology, Technique - Definitions 3 Theory:- theoretical cause-effect relationships (finding a reason for/the cause of an effect)- Theory can be transformed into a technology; only relevant theories are selected to be transformed into a technology- goal: checking the truth of theoretical statements- outcome: theoretical, general frameworks to explain empirical phenomena- example: quantum theory Technology:- technological means-end (Mittel-Ziel) relationships (means: How can a set goal be reached?; end: goal that is aimed to be reached)- technology can lead to new theoretical problems (-> Theory)- technologies can be applied to techniques; only relevant technologies are selected to be applied to techniques- goal: checking the usability of technological statements- outcome: application-oriented frameworks- example: laser technology Technique:- is used in products or processes as a materialized tool- techniques can lead to new technological problems (-> Technology)- technique = applied technologies- goal: concrete application in problem solutions- outcome: a realized problem solution- examples: laser printer, laser pointer
- Example: Which technologies enabled DB ticket vending machine and CLS headlights? DB ticket vending machine: laser technology, display technology, self-service CLS headlights: Laser technology, LED 4
- Distinction between Technology and Technique Theoretical distinction:- Technology: pattern (Muster); knowledge about processes and methods that are used in companies or offered as products by companies; know-how that can be applied in order to solve technical problems- Technique: material application of technology within products and processes appropriate definition of "technology":- all forms of knowledge-based resources and capabilities which can be used to solve customer problems distinction in corporate context:- the term technology is more generally used (patents are also considered technologies)- "upgrading techniques to the technology level" 5
- Technology management - Definition - getting, storing and exploiting a technology/knowledge- management of technological knowledge- one goal: maintaining technological competitiveness (being able to compete with the technologies of others) 6
- Technology life cylce (TLC) 7, 8 - general S-curve- potential of technologies is often unknown- degree of reaching competitive potential and technology performance is depending on the phase of the technology life cycle (see slide)- phases: emerging, growing, mature, decline- 3 kinds of technologies: pacing technologies (emerging), key technologies (growing, mature), base technologies (decline) -> pacing: highest uncertainty, high investment (for development) -> key: time to build competitve advantage, high investment -> base: everyone has this technology (no more competitive advantages can be built), high uncertainty (why??? vlt weil es sein kann dass diese technologie von einer anderen abgelöst wird) see slide 9 for examples
- 3 questions for strategic technology planning 1) Is the technology life cycle helpful to evaluate the current state and future development of a technology? 2) Does the technology life cycle allow an analysis of technological strenghts and weaknesses and a comparison with competitors? 3) Is it reasonable to invest in the improvement of old technologies or is a change to a new technology more beneficial? 10
- Technological Substitution 11 - Benkenstein 1989- When to replace an old technology with a new technology- When old technologies are in their base technology phase, their performance will stagnate and newer technologies will be more useful and will have a higher performance-level
- 3 types of technological dynamics within markets 12 Stable technology development:- 1 market, 1 technology, 1 product- demand for market and technology is nearly the same and has the same progress(? Verlauf)- the demand for a product rises until a certain point and then decreases until the demand is 0- only one product with its product life cycle- marketing and quality brand building is the most important Dynamic technology development:- 1 market, 1 technology, many products- demand for market and technology is nearly the same and has the same progress(? Verlauf)- many products with their own product life cycles- innovation and marketing is really important Turbulent technology development:- 1 market, many technologies- many technologies with short life cycles - example: consumer electronics (What is the most important: marketing-, innovation- or technologymanagement?- stable technology development: marketing is the most important (building a quality brand)- dynamic technology development: innovation and marketing is the most important)
- Characteristics of technologies and their interrelationships 14 Substitutability:- when to change to a new technology and abandon the old?- is connected to degree of maturity and potential and to dynamics Degree of maturity and potential:- is connected to substitutability and dynamics Hierarchy and interlinking:- is connected to dynamics
- Dynamics - Management of discontinuities 15 I: discontinuous, non-linear; old technologyII: has a higher technology performance level than I; new technology When to change from old to new technology?- just before the performance level of the old technology begins to flatten (effort to change isn't that high and the full potential of the new technology can be exploited)
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- Degree of maturity and potential 16 - every technology has a performance level and a specific effort that is needed to develop the technology- some technologies are the foundation for developing new technologies (CNC milling machine is the foundation for 3D printer)
- Substitutability - Shape of a substitution curve 17 - technologies substitute each other/will always be substituted- some old technologies survive and are put to another use (for example sailing boats were substituted by steam boats but are now used as hobby boats)- substitution through new technologies is slowed down by required complementary technologies
- PINGO: Process technologies are defined as... ... technologies that are part of a product in order to ensure its functionality. ... technologies that are employed in order to manufacture a product. ... technologies for the generation and exchange of information. ... technologies that are employed in order to manufacture a product. (process technology) ... technologies that are part of a product in order to ensure its functionality. (product technology)... technologies for the generation and exchange of information. (information technology) 20
- Hierarchy and interlinking - technologies should be compared to and evaluated based on other technologies -> close interrelationships and joint employment with other technologies -> technology bundles or system of technologies - development of new technologies impacts conventional technologies -> old technologies are replaced -> new technologies emerge 18
- Classification of technologies 19 Scope:- What type of technology? Relevance:- Which value does the technology deliver? Degree of diffusion/novelty:- How diffused is the technology?
- Scope of technologies What type of technology? Product technology:- technologies that are part of a product in order to ensure its functionality- example: laser technology Process technology:- technologies that are employed in order to manufacture a product- example: fire protection technology (because the customer doesnt perceive this technology, only the effects) Information technology:- technologies for the generation and exchange of information- example: MP3 audio data 22
- Degree of diffusion/novelty 23, 24 How far diffused is the technology? Emerging -> Pacing -> Key -> Base Emerging technology:- low competitive advantage, low integration into products and processes Pacing technology:- high competitive advantage but low integration into products and processes Key technology:- high competitive advantage and high integration into products and processes Base technology:- low competitive advantage but high integration into products and processes => emerging and pacing technologies are just "narrowly"/barely diffused; key and base technologies are widely diffused Internet technologies Cloud computing:- key technology; is integrated into products with the effect of a competitive advantage but isn't standard E-commerce (Electronic-commerce; elektronischer Handel):- base technology; is a standard/must-have; when it isn't integrated it causes a competitive disadvantage Gopher:- is a replaced technology but could become an emerging technology (when it is put into a new use)
- Relevance Which value does the technology deliver? Core technologies:- contributes to gaining competitive advantages- emerged from the combination of core competencies; lead to the development of core products- highly contributes to value creation Complementary technologies:- part of the minor technologies (together with additional technologies)- contributes to the realization of secondary functions- contributes to improving the employment of core technologies- mediocre/average contribution to value creation Additional technologies:- part of the minor technologies (together with complementary technologies)- supports core and complementary technologies- doesn't really differentiate with competitor's technologies -> low contribution to value creation 25