2. Tracy Robinson2
TECHNOLOGY STRATEGY BASICS
Firm Founding (NTBF) or an R&D Project in a Firm:
Create protectable value for which real customers
or specific organizations will pay money to the
company rather than its competition
Value Creation
• How does the scientific idea or technology
create protectable market and technical
value?
• Which product, process, application?
Value Capture
• Can we capture the market value inherent in
this idea/technology in the face of
competition?
3. LIFESTYLE CHANGES: VIDEO GAMES
Children Less Active
Spike in Obesity Rate
Less Sun/Lower Immunity
Social Aspect
Aggression
Improved Problem-
Soving Skills
8/9/2014Tracy Robinson
3
4. COMMUNICATION VIA TEXT MESSAGES
Popular Form Of Communication
Fewer Oral Conversations
Between Family/Friends
Special Text Terms and Acronyms
Communication Not Private
8/9/2014Tracy Robinson
4
5. I. Electronic Mail URGENT
II. Speedy Delivery
III. Receive Business Communication
IV. Share Information/Files
V. Emails are Public
8/9/2014Tracy Robinson
5
7. CELL PHONES
Stay in Touch Whenever, Wherever
Computer Within Cell Phones
Ability to Access the Internet
GPS Capable
Portable Means of Communication
8/9/2014Tracy Robinson
7
10. 8/9/2014Tracy Robinson
10
Technology Classes: Opportunities
Key Technology
A crucial element in research/innovation; may
involve the creation of fundamentally new
capabilities (advantages)
Platform Technology
A core competency; basis for “exploitation
strategies”
Enhancing Technology
Incremental shifts in product performance of existing
materials, e.g. chemical nanotechnology (known
markets!)
Enabling Technology
Subset of technologies, prerequisite or essential for a
specific phase of (chemical) science, product or
process development, or manufacturing; also new
functions for existing materials
Pacing Technology
A technological area representing a limiting factor in
the progress of a particular program (project or
innovation)
