Managing Technology for Corporate Success: Technology and Corporate Involvement

1. Managing Technology for Corporate Success
Technology and Corporate Involvement
Technology and Shareholder Value
1
MGMG558 Innovation and Technology Strategy

2. Three Drivers for Corporate Involvement
in Technology Management
Corporate Growth, Corporate
Strategy and Technology Choices
Scale of Investment
Technology Synergies
“Underpins current competitiveness and opportunity for future.”

3. Technology and Corporate Involvement
Corporate Style
Company
Management Style
Strategic planning
Strategic control
Financial control
Decision on
Technology Policy
Corporate centre
Division
Business unit
Balancing Technology Portfolios
Monitoring Business Unit Activity
Time Horizon
Long term
Medium term
Short term

4. Areas of Active Corporate Involvement
1. Identifying appropriate technology policy.
2. Deciding the technology activities for BUs.
In essence :
- Positioning the corporation in the long term.
- Balancing the portfolio of technology activities spread
across the business.
- Realising synergies across the corporation.
- Creating and overseeing joint ventures and alliances.
- Monitoring business unit activity.

5. Balancing Technology Portfolios
Assess the Risk-Reward and Trade-Off of specific projects
1. Balance between level of risk and reward projects
2. Timescale
Risk
High
Low
High
Low
Reward

6. Monitoring Business Unit Activity
Summary of questions need to ask in assessing business unit
technology policy
1. Technology development plans consistent with business
strategy ?
2. Business unit has the skills needed to achieve the desired
results ?
3. Appropriate balance of technology development activities ?
4. Appropriate balancing technology portfolio ?
5. Net financial impact ?
“Technology Policy Checklist”

7. Creating R&D Technology Value
“Selling the Importance of
Technology”
Internal
Tangible
External
Quantitative
e.g. profit,
Intangible
Image
Value Determines
Satisfaction
Technology Investment  Increase Profitability

8. Techniques for Evaluating Innovation
 Technologies should be able to outline, succinctly and
in non-technical language – Expected outcomes,
financial benefits compare against cost, etc.
 Consumer Buying Model
 Set disclosure and communication rules
 Check list on “Would I invest in my own company”

9. Consumer Buying Model
Is Product
image good?
New prospect
No, lost prospect
Yes, consider
purchase
Yes, purchase again
and recommend
Is product
giving
satisfaction?
Is product
value
attractive?
Yes, purchase
No, lost goodwill
No, lost scale

10. Innovation Risk
Competitors’
Action
External
Influences
Technology
Problem
Delay
Risk

11.  Case study / practice sharing
 Mini workshop

12. Pfizer Inc.
 Established in 1849 (more than 150
years)
 the world's largest research-based
pharmaceutical company
 portfolio includes medicines and
vaccines as well as many of the
world's best-known consumer health
care products

13. Pfizer Pipeline Snapshot

14. What “Innovation” means to Pfizer
 Committed to apply science and our global resources
to bring therapies to people
 Strived to set the standard for quality, safety and
value in the discovery, development and
manufacture of health care products.
 Innovation’s is one of Pfizer’s enduring values

15. Technology and Shareholder Value
Technique
Action Plan
Communication / disclose information
•
•
•
•
•
Consumer Buying Model
• Image: set clear vision & mission,
• Value: communicate expected
profit/growth or new drugs in pipeline
• Satisfaction: continue on R&D and other
program
Checklist
“Would I invest in my own company?”
Annual report
Pipeline report
Press releases/interview/press conference
Use non-technical language
Dedicated spokesperson

17. Would I invest in my own company?

18. A charity consulting project !!!
: Ask
Mini workshop
: Answer
MS15C
Dear Classmates,
Please suggest us in these questions …
1. What technology (or project) that Pfizer should invest to
meet the vision significantly ?
2. What should Pfizer do (strategic drive) for corporate
involvement to these technologies (or projects) ?