Tech innovation s5_intelligence

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process of gathering technology intelligence for making strategic decisions .Analyze the influence of technology on competition

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Tech innovation s5_intelligence

  1. 1. Technology and InnovationManagement:S5Technology Intelligence and CompetitionRaj C Thiagarajan, PhDToSIBM SIII MBA Students ATOA Scientific Technologies Engineering Simulation For Innovation
  2. 2. Technology Intelligence and Competition • What is Technology intelligence? • How we collect intelligence? • The methods and Tools • Future Technology (Eng services, Renewable Energy) • Competitive Advantage ATOA Scientific Technologies Pvt Ltd | SIBM , III Semester MBA| Technology and Innovation Management 2
  3. 3. Technology Intelligence• CIA Definition: Intelligence is knowledge and foreknowledge of the world around us - the prelude to Presidential decision and action”• Technology related knowledge and foreknowledge that is used for strategic decision making.• By which, how, when and by whom the Technology meets markets demands.• Data, information, to Technology knowledge intelligence is a challenge. ATOA Scientific Technologies Pvt Ltd | SIBM , III Semester MBA| Technology and Innovation Management 3
  4. 4. Technology Intelligence analogy• The business behaves like an organism in an ecosystem• Technical intelligence enables the organism to sense its environment.• Respond to increase the probability of survival.• Higher business performance ATOA Scientific Technologies Pvt Ltd | SIBM , III Semester MBA| Technology and Innovation Management
  5. 5. The intelligence Function• To Gain a Competitive Advantage• The process of ethically collecting, analyzing, and disseminating accurate, relevant, specific, timely, foresighted and actionable intelligence regarding the implications of the business environment, competitors, and the organization itself.• The Intelligence Process is NOT: – Industrial Espionage – Insider trading – Corporate Spying – Searching the Web ATOA Scientific Technologies Pvt Ltd | SIBM , III Semester MBA| Technology and Innovation Management 5
  6. 6. TI Advantages• Monitors research and development issues• Reduces risky decision making• Reduces Uncertainty• Broadens awareness of competitive situation• Identifies business alternatives• Improves the reliability of business plans ATOA Scientific Technologies Pvt Ltd | SIBM , III Semester MBA| Technology and Innovation Management 6
  7. 7. Who is Doing?• Almost all in some form.• 90% of Fortune 500 firms in the U.S.• Chemical and telecommunications firms• Firms with high R&D expenditures• Firms that own many patents• leading innovative product manufacturers ATOA Scientific Technologies Pvt Ltd | SIBM , III Semester MBA| Technology and Innovation Management 7
  8. 8. Components of TI Technology• Early identification of technologies, intelligence technological trends and technological source shocks• Raising the attention for the threats and Process of mapping opportunities of technological development• Provision of relevant knowledge on Mechanism for data collection technology and the evaluation of their impact on the firm. Tools for analysis• Used for decision making Technology and organizational strategy Strategy• Exploit future growth opportunities and avoid risks. ATOA Scientific Technologies Pvt Ltd | SIBM , III Semester MBA| Technology and Innovation Management 8
  9. 9. TI Strategic Questions ?• What is driving competition in the industry segment?• What are the risks?• What shall we do concerning the promising emerging technology, buy (acquisition, license-in) or build (own competencies) or cooperate (joint venture; joint research and development with universities/research institutes)?• How will the industry evolve?• What actions are competitors likely to take, what are the options to respond? ATOA Scientific Technologies Pvt Ltd | SIBM , III Semester MBA| Technology and Innovation Management 9
  10. 10. Tactical Questions?• Strategic patent?• Can we block technical developments for the rival’s product line by a “tactical” patent?• Shall we complete our line of offerings by a product “imitation” of an existing successful competitive product?• How do we respond to the new regulations at the horizon in new green protocal concerning our product line?• What is the best mode to protect our recent innovation (patents, trade secrets)?• How do we react after detecting infringement of a patent which is of “minor” importance for us?• How do we gain competitive edge with our patents? ATOA Scientific Technologies Pvt Ltd | SIBM , III Semester MBA| Technology and Innovation Management 10
  11. 11. Technology Intelligence?• Covers also market and business information• Links Technology and corporate strategy• Links Organizational functions• Liaison role between various industries for co-evolution.• Effective on the strategic, tactical and operational level.• Used for critical decision making in the invention, innovation and NPI tool gate process ATOA Scientific Technologies Pvt Ltd | SIBM , III Semester MBA| Technology and Innovation Management 11
  12. 12. TI Process• The process consists of gathering, assessing and communicating technological opportunities and threats. Identification Selection Assessment Dissemination Technology Organizational Strategy CXO R&D and Marketing ATOA Scientific Technologies Pvt Ltd | SIBM , III Semester MBA| Technology and Innovation Management 12
  13. 13. IdentificationFirst step: what information is needed?Depends, industry, current and future plan Open EndedFour principle search modes TRAWL SCAN• Trawling: making in-house information explicit, particularly information that is not known to be there.• Mining: extracting explicit intelligence information from internal resources such as TARGET MINE libraries and databases. Directed• Targeting: focusing on new technologies outside the company and monitoring their development. Internal External• Scanning: keeping abreast of any unforeseen developments beyond the firm Examples of Search Method that could have an impact on the business. ATOA Scientific Technologies Pvt Ltd | SIBM , III Semester MBA| Technology and Innovation Management 13
  14. 14. Selection Selection• Narrow your Scope Method• Use convergence and Function of the intelligence Heterogeneity of organization frame of reference divergence approach Corporate Time Period of the• Select based on the Culture assessment priority Resource Uncertainty of the restriction selection situation• Use both Technology and Industry specific market metrics Familiarity Perception of the importance technology development ATOA Scientific Technologies Pvt Ltd | SIBM , III Semester MBA| Technology and Innovation Management 14
  15. 15. Source of info• Internal experts, customers, and suppliers• Marketplace surveys• Industry analysts• Associations• Observations• Unpublished documents• Patents• Publications• Search engines• Industry database ATOA Scientific Technologies Pvt Ltd | SIBM , III Semester MBA| Technology and Innovation Management 15
  16. 16. Assessment • dasddMarket sizeCost savingsDisruptive Potential Complexity Implementation risk Value ATOA Scientific Technologies Pvt Ltd | SIBM , III Semester MBA| Technology and Innovation Management 16
  17. 17. Assessment Methods• Publication, Patent frequency analysis• Publication, Patent citation analysis• S-curve Analysis• Benchmarking studies• Portfolios• Delphi Studies, Expert panel• Technology, Product Road maps• What if scenario analyses• QFD• SWOT ATOA Scientific Technologies Pvt Ltd | SIBM , III Semester MBA| Technology and Innovation Management
  18. 18. Function of the assessment Extrapolative Explorative Normative Organizational Individual information information information Learning LearningPublication, Patentfrequency analysisPublication, Patent citationanalysisS-curve AnalysisBenchmarking studiesPortfoliosDelphi Studies, Expert panelTechnology, Product RoadmapsWhat if scenario analysesQFDSWOT ATOA Scientific Technologies Pvt Ltd | SIBM , III Semester MBA| Technology and Innovation Management
  19. 19. Time Horizon 0- 5 years 10 years 15 years 20 Years 25 YearsPublication, Patentfrequency analysisPublication, Patent citationanalysisS-curve AnalysisBenchmarking studiesPortfoliosDelphi Studies, Expert panelTechnology, Product RoadmapsWhat if scenario analysesQFDSWOT ATOA Scientific Technologies Pvt Ltd | SIBM , III Semester MBA| Technology and Innovation Management
  20. 20. The Information Challenge• Insight from information• Translating industry insights into action for innovation and growth.• The challenge today is how to manage and use the data for competitive edge.• Data – info – Knowledge – Competitive advantage ATOA Scientific Technologies Pvt Ltd | SIBM , III Semester MBA| Technology and Innovation Management 20
  21. 21. Attributes of TI : DA&4P• Descriptive:• what is done (in the firm’s “environment”)• Anticipative:• what will be done (in the firm’s “environment”)• Prospective: what may be done (by the firm);• Proscriptive: what cannot be done (by the firm);• Prescriptive: what should be done (by the firm);• Prohibitive: what must not be done (by the firm). ATOA Scientific Technologies Pvt Ltd | SIBM , III Semester MBA| Technology and Innovation Management 21
  22. 22. Technology and Competition• Technology environment• Technological process• Consequences -> Competitive Dynamics• Technology acquisition vs market deployment Technology Competitive Competitive Value Dynamics Advantage Creation ATOA Scientific Technologies Pvt Ltd | SIBM , III Semester MBA| Technology and Innovation Management 22
  23. 23. Technology and Competition• Changes in Value chain – New technology – Automation – Superior process• Competitive Rivalry – Barrier to entry – Substitution – Refine the rule of competition• Environmental trends – Globalization, Time compression, Integration• Strategic competitive advantage ATOA Scientific Technologies Pvt Ltd | SIBM , III Semester MBA| Technology and Innovation Management 23
  24. 24. TI summary• Begins with an understanding compnay (culture, IP, competency”) and the factors that impact the industry and company.• Focuses on current and future situations, competitors, technologies, opportunities and threats of complementary and substitutive technologies and offerings.• Targets a “Big picture”• Is basically comparative (SWOT)• Anticipates your future actions and reactions and actions/trends of competitors, customers, suppliers, government and society.• Foundation for Strategic Decision making. ATOA Scientific Technologies Pvt Ltd | SIBM , III Semester MBA| Technology and Innovation Management 24
  25. 25. Metamaterial• Negative Refraction• Clocking• Unusual properties and applications ATOA Scientific Technologies Pvt Ltd | SIBM , III Semester MBA| Technology and Innovation Management 25
  26. 26. Metamaterial• Patent• Vs• Google ATOA Scientific Technologies Pvt Ltd | SIBM , III Semester MBA| Technology and Innovation Management 26
  27. 27. Technology Development ATOA Scientific Technologies Pvt Ltd | SIBM , III Semester MBA| Technology and Innovation Management 27
  28. 28. Meta applicaitons Antennas 19 Distribution of Patents Antennas Lens Structures 3 Lens Structures Cloaking 1 Cloaking Negative Refractive Index 8 Negative Refractive Index Fliters 7 Fliters General 29 General Waveguides 8 Waveguides Photonic Crystals 4 Photonic Crystals Fabrication 7 Fabrication Radome 5 Radome High Efficiency Devices 8 High Efficiency Devices Transmission Line Approach 3 Transmission Line Approach ATOA Scientific Technologies Pvt Ltd | SIBM , III Semester MBA| Technology and Innovation Management 28
  29. 29. Technology intelligence• Technology intelligence definition• Collecting intelligence• The methods and Tools• Competitive Advantage• Metamaterial example. ATOA Scientific Technologies Pvt Ltd | SIBM , III Semester MBA| Technology and Innovation Management 29

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