This white paper describes a multigenerational strategy to develop a sustainable technology growth plan for your business.
Technology planning is the process by which firms map out their product growth plans for the business. It is the forward-looking, strategic exercise of evaluating current product offerings, the competition, and market trends. Technology planning seeks to provide the very complex answer to the very simple question: “Where should I invest today in order to create profitable products tomorrow?”
Multigenerational technology planning takes this basic concept one step further and implements a deliberate sequence in which technology is developed. This process outlines a series of technological iterations over time. The multigenerational aspect of a technology plan helps bridge the gaps between the end desired technology and the present data technology.
New product development strategy of samsunghiteshkrohra
This document is a project report on Samsung's new product development strategy. It provides an introduction to new product development and discusses types of new products, the role of product development in companies, and entrepreneurial new product development. It then introduces Samsung and provides background on its history and objectives. The report analyzes Samsung's methodology, data collection, R&D investments, and compares it to other brands. It concludes that new product development is critical to a company's long term sustainability and competitive advantage.
This document analyzes Samsung's growth strategy and core competencies. It discusses Samsung's financial performance, market share, and key ratios compared to Apple. Samsung has a global R&D network, strong production capabilities, and pursues vertical integration. However, its market share and profits have declined recently as it loses share in high-end and low-end smartphone markets to competitors like Apple and Chinese brands. The document considers options for Samsung's sustainable growth strategy going forward.
Samsung is a South Korean multinational electronics company founded in 1938. It has annual revenue over $305 billion and employs 489,000 people globally. Samsung operates in 80 countries through 15 regional headquarters and has diverse business areas including consumer electronics, IT, mobile communications, and semiconductor manufacturing. It has a strong focus on innovation through its $9 billion annual R&D budget and 34 R&D centers worldwide. Samsung holds the top market share position for LCD screens and mobile phones. It faces challenges from short product lifecycles and aggressive Chinese competitors, but maintains its leading position through localized marketing, premium pricing, and vertical integration across manufacturing and supply chain.
This document contains a case study summary for a class on strategic management. It discusses Samsung's history and strategy, including how it moved from competing on price to developing its own capabilities in manufacturing and software. It struggled financially in 1997 when relying only on lower-priced products using others' technology. Samsung reoriented its strategy by focusing on innovation, working closely with retailers, and changing to a merit-based advancement system. The document also provides an overview of Samsung's vision, mission, business highlights, products, marketing strategies, and recommendations for developing products to meet needs in parts of Africa.
Challenges in implementation of technology in businessBala Gayathirri
The document discusses the implementation of technology in business. It outlines several technologies used in business like mobile devices, computers, software, and networking. It then discusses challenges to implementing technologies in business like uncertainty, the need for senior leadership support, ensuring technologies are easy to use, and shortages of skilled labor. The conclusion states that while there are challenges, technology provides advantages for businesses and is necessary for profits and goals.
William Kim is seeking a country manager position with over 20 years of experience in technology companies. He has a proven track record of growing sales and developing new business at companies like Samsung, LG, Universal Electronics, and Transwitch. Kim has extensive experience managing business in Korea and other Asian markets and aims to leverage his relationships and market insights for continual growth.
Samsung Electronics Group 7 Strategic Management Case Study Samuel Krushniskysleekdude
Samsung has several competitive advantages over potential Chinese competitors seeking to enter the semiconductor market, including its technological leadership, large investments in R&D, diverse product portfolio, strong brand, and efficient production processes. However, Chinese companies may achieve cost advantages from lower costs, government subsidies, and access to engineering talent. Samsung can withstand this threat by continuing to innovate, customizing products, investing in people through merit-based hiring and incentives, and considering strategies like focusing on niche markets or acquiring new entrants.
Dell worked with advertising agency AdPeople to develop DellShare, a technological platform to introduce "Lean" processes and improve Dell's marketing organization. This led to reductions in agency costs by 50% over 5 years, time to market by 60%, and improved market share in Europe through significant yearly growth. The case examines how the partnership between Dell and AdPeople created an effective marketing function through continuous gains in communication, organization, partnerships, and process optimization.
New product development strategy of samsunghiteshkrohra
This document is a project report on Samsung's new product development strategy. It provides an introduction to new product development and discusses types of new products, the role of product development in companies, and entrepreneurial new product development. It then introduces Samsung and provides background on its history and objectives. The report analyzes Samsung's methodology, data collection, R&D investments, and compares it to other brands. It concludes that new product development is critical to a company's long term sustainability and competitive advantage.
This document analyzes Samsung's growth strategy and core competencies. It discusses Samsung's financial performance, market share, and key ratios compared to Apple. Samsung has a global R&D network, strong production capabilities, and pursues vertical integration. However, its market share and profits have declined recently as it loses share in high-end and low-end smartphone markets to competitors like Apple and Chinese brands. The document considers options for Samsung's sustainable growth strategy going forward.
Samsung is a South Korean multinational electronics company founded in 1938. It has annual revenue over $305 billion and employs 489,000 people globally. Samsung operates in 80 countries through 15 regional headquarters and has diverse business areas including consumer electronics, IT, mobile communications, and semiconductor manufacturing. It has a strong focus on innovation through its $9 billion annual R&D budget and 34 R&D centers worldwide. Samsung holds the top market share position for LCD screens and mobile phones. It faces challenges from short product lifecycles and aggressive Chinese competitors, but maintains its leading position through localized marketing, premium pricing, and vertical integration across manufacturing and supply chain.
This document contains a case study summary for a class on strategic management. It discusses Samsung's history and strategy, including how it moved from competing on price to developing its own capabilities in manufacturing and software. It struggled financially in 1997 when relying only on lower-priced products using others' technology. Samsung reoriented its strategy by focusing on innovation, working closely with retailers, and changing to a merit-based advancement system. The document also provides an overview of Samsung's vision, mission, business highlights, products, marketing strategies, and recommendations for developing products to meet needs in parts of Africa.
Challenges in implementation of technology in businessBala Gayathirri
The document discusses the implementation of technology in business. It outlines several technologies used in business like mobile devices, computers, software, and networking. It then discusses challenges to implementing technologies in business like uncertainty, the need for senior leadership support, ensuring technologies are easy to use, and shortages of skilled labor. The conclusion states that while there are challenges, technology provides advantages for businesses and is necessary for profits and goals.
William Kim is seeking a country manager position with over 20 years of experience in technology companies. He has a proven track record of growing sales and developing new business at companies like Samsung, LG, Universal Electronics, and Transwitch. Kim has extensive experience managing business in Korea and other Asian markets and aims to leverage his relationships and market insights for continual growth.
Samsung Electronics Group 7 Strategic Management Case Study Samuel Krushniskysleekdude
Samsung has several competitive advantages over potential Chinese competitors seeking to enter the semiconductor market, including its technological leadership, large investments in R&D, diverse product portfolio, strong brand, and efficient production processes. However, Chinese companies may achieve cost advantages from lower costs, government subsidies, and access to engineering talent. Samsung can withstand this threat by continuing to innovate, customizing products, investing in people through merit-based hiring and incentives, and considering strategies like focusing on niche markets or acquiring new entrants.
Dell worked with advertising agency AdPeople to develop DellShare, a technological platform to introduce "Lean" processes and improve Dell's marketing organization. This led to reductions in agency costs by 50% over 5 years, time to market by 60%, and improved market share in Europe through significant yearly growth. The case examines how the partnership between Dell and AdPeople created an effective marketing function through continuous gains in communication, organization, partnerships, and process optimization.
Samsung Electronics is a South Korean electronics company and the flagship subsidiary of Samsung Group. It conducts SWOT analysis which reveals its main strengths are strong brand loyalty, market position, and supplier relationships, while weaknesses include strong competition and need for improved marketing. Opportunities include favorable economic conditions and technological advances. Main threats are frequent legislation changes and high industry innovation. The document discusses Samsung's segmentation, targeting, positioning, and marketing mix strategies. It focuses on maintaining leadership in the TV and other consumer electronics markets through continuous innovation.
Samsung - International Marketing StrategyMKTGatHPU
This document discusses Samsung's marketing strategy that has led it to become a global leader in electronics. It describes how Samsung originally manufactured low-cost electronics but transformed its brand image through innovative, high-quality products. Samsung sponsored the 1988 Olympics and other global events to increase brand awareness. It also partnered with top retailers like Best Buy and luxury brands like Giorgio Armani. Today Samsung leads in key product categories like smartphones, TVs and home appliances through continuous innovation, including being first to market with new technologies like 3D TVs.
Samsung follows a differentiation strategy across its product lines. It focuses on innovation through heavy investments in R&D and developing products with unique features like large screens, connectivity, anti-microbial properties. This allows Samsung to maintain leadership in key categories like smartphones, TVs and appliances. The strategy has proven successful, helping Samsung increase its market share and sales significantly over the past decade.
Samsung is a South Korean multinational conglomerate company headquartered in Seoul. It comprises numerous international affiliated businesses united under the Samsung brand, including Samsung Electronics, the world's largest electronics company. The document traces Samsung's history from its founding in the 1960s to its growth as a global electronics leader through strategic investments in R&D, innovative new products, and a globalization strategy. It discusses Samsung's continued focus on innovation, design, and partnerships to remain competitive in the electronics industry.
This document discusses Samsung's management decision making regarding international competition and presence in the smartphone market. It analyzes Samsung's domestic and global competitive position, market share, and strategies for market development internationally. Specifically, it describes how Samsung has become the top smartphone manufacturer in Europe and globally, with a 32.3% share of the European market in 2012. It also examines Samsung's main competitors in the smartphone space and how the market has shifted from hardware to software-driven.
NAGILITI is a global management consulting practice offering a robust set of product cadences, including advisory services, for Corporate Clients, Executives and Senior Level Professionals.
Samsung aims to inspire the world and create the future through innovative products and creative solutions. It has a mission to become a creative leader in new markets and change its reputation from being a fast follower. Currently in Bangladesh, Samsung targets segments like tech enthusiasts, social contacts, value seekers, and music lovers. It positions itself as a challenger to market leader Nokia, with a goal of achieving market leadership by 2013. Samsung analyzes factors like the growing economy, technology advancement, and social trends in Bangladesh to develop effective marketing strategies.
Samsung Electronics was founded in 1969 and has since grown to become the world's largest technology company based on revenue. It offers a wide range of consumer electronics products including televisions, mobile phones, and other devices. Samsung uses marketing strategies such as brand ambassadors, promotional offers, contests, and customer service to promote its products. It targets demographics like middle-aged groups, teenagers, and executives, as well as businesses. Samsung positions itself as a high-end and innovative brand and sees opportunities in capturing more of the Indian mass market and leveraging its reputation for quality products.
Special Project, Challenges of IT ImplementationTonjeB
Implementing new technologies presents many challenges for companies. Constant changes in technology, customer needs, and product life cycles make it difficult for companies to keep up. Employees also need continuous training to adjust to new technologies. A clear strategy and communication between management and employees is important for successful implementation. The eight step model provides a framework for identifying, planning, and integrating technologies that meet business needs and lead to long-term success. Focusing on both efficiency and effectiveness throughout the implementation process helps companies overcome challenges and realize the advantages of new technologies.
This document discusses how technological factors affect business. It identifies key technological factors like the internet, mobile devices, wireless connectivity, software, and cloud computing that have impacted businesses. Some advantages of these technologies are increased reach through digital marketing and greater speed and flexibility to adapt to market changes. However, these same technologies also lead to increased competition and homogenization of products and marketing approaches as businesses adopt similar effective strategies.
This presentation was given to the staff of the NYSERDA NYC office as a primer to market transformation principles and specifically to NYSERDA\'s application of those principles through the Clean Energy Continuum.
This document is a resume for Philip D. Fulmer, who has over 15 years of experience in product marketing, management, and technology roles for technology companies. He has launched over 25 new products and managed budgets up to $150M. His experience includes roles at Mercury Systems, several technology startups, TT Electronics, TE Connectivity, and Applied Materials. He has a proven track record of strategic planning, business development, process improvement, and leadership.
Nokia underwent major organizational changes including restructuring its business units and adopting the Windows Phone platform. This led to impediments like employee protests and resignations due to fears about job losses. Nokia managed these impediments by educating employees about the reasons for change and how it would benefit them through workshops and online communities. However, the changes were implemented quickly without fully addressing stakeholders' concerns, leading to disastrous consequences for Nokia.
305C h a p t e r19 Technology Roadmap Benefits, Eleme.docxdomenicacullison
305
C h a p t e r
19 Technology Roadmap: Benefits, Elements, and Practical Steps1
If you don’t know where you are going, any road will get you there.
Lewis Carroll (1865)
The preceding quote applies rather well to technology roadmaps. In the past, companies have followed a number of different technology paths that have not always led to the “promised land” despite conscientious effort. There are
many reasons for this. First, the target evolves, which means that development of a
technology roadmap should be an ongoing process. To continue the analogy, we are
forever “traveling” but never “arriving.” Second, technology has many different
masters. Vendors, trade associations, standards-setting boards, alliance and/or trade
partners, mergers and acquisitions, growth and expansion, strategic directional change,
new technological development, and economic shifts (e.g., price performance, adoption
patterns, and obsolescence) are all continuously influencing where companies want
to go with technology. Third, unexpected roadblocks occur (e.g., the company that
produces the application platform that runs your business declares bankruptcy). If
building and evolving a technology roadmap were easy, it would always be done well.
Why do we need a technology roadmap? IT managers believe that without the
guidance of a roadmap, their companies run the risk of making suboptimal decisions—
technology choices that make sense today but position the company poorly for the
future. There is also a strong sense that the exercise of developing a technology roadmap
is valuable even if the actual roadmap that is developed is subject to change. Another
adage that applies is, “Plans are nothing; planning is everything.” It is through the artic-
ulation of a technology roadmap that you learn what you did well, where you failed,
and how to improve the process. Finally, a technology roadmap limits the range of
technology options and reduces the decision-making effort compared to facing one-off
1 This chapter is based on the authors’ previously published article, McKeen, J. D., and H. A. Smith, “Creating
and Evolving a Technology Roadmap.” Communication of the Association for Information Systems 20, no. 21
(September 2006): 451–63. Reproduced by permission of the Association for Information Systems.
M19_MCKE0260_03_GE_C19.indd 305 12/3/14 8:54 PM
306 Section IV • IT Portfolio Development and Management
decisions repeatedly over time. Because a roadmap has cast the evolution of technology
on a defined path, it means that an organization can simply accept this decision and not
revisit it continuously. Thus, a technology roadmap reduces the organization’s cogni-
tive workload.
This chapter begins with a general discussion of technology roadmaps and
presents a model to explain various input factors. It then describes each of the compo-
nents of a technology roadmap and offers advice derived from the shared experiences
of the fo.
305C h a p t e r19 Technology Roadmap Benefits, Eleme.docxlorainedeserre
This document discusses the key elements and benefits of developing a technology roadmap. It begins by outlining the need for technology roadmaps, as without guidance companies risk making suboptimal technology decisions. The main benefits of roadmaps are both external, such as aligning IT with business goals and reducing complexity, and internal, like providing a common design point. The key elements of developing a roadmap discussed are establishing guiding principles, assessing current technology, performing a gap analysis, evaluating the technology landscape, defining future technology needs, creating a migration strategy, and establishing governance. Developing and maintaining a living roadmap through an annual review process is emphasized.
The document provides information about assignment help available for MBA students. It lists the program/semester, subject code and name, book ID, credits, and marks for an assignment on the topic of technology management. It includes 3 sample questions from the assignment on the impact of technology, dimensions of technology transfer, and a technology diffusion case study. It requests students to send their semester and specialization to receive fully solved assignments by email or phone.
This document discusses strategies for deploying technological innovations. It makes three key points:
1) Deployment is a core part of the innovation process, as it determines how easily people can access and integrate the innovation.
2) Timing of product launches can be an important deployment strategy, as companies can take advantage of business cycles, seasons, or wait to cannibalize older products.
3) Pricing objectives, distribution channels, marketing methods, and building partnerships are all important elements of a deployment strategy to accelerate adoption of the innovation.
Innovation technology questions1 Explain how computer-aided de.docxjaggernaoma
Innovation technology questions
1 Explain how computer-aided design and flexible manufacturing technologies help create small niches in the market place. Provide an example to illustrate your answer
Answer: Computer-aided design and flexible manufacturing help create small niches in the marketplace by allowing firms to develop and produce a greater number of versions of their products. This means that companies can now tailor their offerings to small niches in the marketplace. For example, in 2012, Toyota offered 16 different passenger vehicle lines under the Toyota brand (e.g., Camry, Prius, Highlander, and Tundra). Within each of the vehicle lines, Toyota also offered several different models (e.g., Camry L, Camry LE, Camry SE) with different features and at different price points. Students’ answers will vary.
Page: 1
2At a retreat by the Cleveland City Council, community leaders held a discussion on attracting and developing new businesses and increasing employment rates in the city. One leader suggested that the city should consider sponsoring a business incubator. Explain what an incubator is and how this might help the city meet its goals. What other ideas should be considered
Answer: An incubator is an institution designed to nurture the development of new businesses that might otherwise lack access to funding or advice. It allows companies to share costs and resources until they can stand on their own. If an incubator were started in Salisbury, it would help new businesses to grow and prosper. These businesses could then move out to locations of their own and hire local residents as employees. The city would not have to offer tax breaks or compete with other cities for the location of existing companies, but would be growing their own businesses.
Page: 29-31
3 How can the s-curves be used as a prescriptive tool? What would be the limitations of this approach?
Answer: Managers can use the s-curve model as a tool for predicting when a technology will reach its limits and as a prescriptive guide for whether and when the firm should move to a new, more radical technology. Firms can use data on the investment and performance of their own technologies, or data on the overall industry investment in a technology and the average performance achieved by multiple producers. Managers could then use these curves to assess whether a technology appears to be approaching its limits or to identify new technologies that might be emerging on s-curves that will intersect the firm’s technology s-curve. Managers could then switch s-curves by acquiring or developing the new technology.
However, there are many limitations to doing this. First, it is rare that the true limits of a technology are known in advance, and there is often considerable disagreement among firms about what a technology’s limits will be. Second, the shape of a technology’s s-curve is not set in stone. Unexpected changes in the market, component technologies, or complementary techno.
The document discusses strategies for deploying technological innovations. It addresses that deployment is a core part of the innovation process and not just about earning revenues. It discusses using launch timing strategically by considering business cycles, positioning relative to previous technologies, and ensuring production capacity. Pricing strategy is also important for positioning in the market, adoption rate, and cash flow. Distribution methods like selling direct or through intermediaries can impact control and efficiency. Strategies like alliances, bundling, sponsoring customer groups, and sales guarantees can accelerate distribution and build an installed user base. The marketing strategy should consider the target market and innovation characteristics. Common methods are advertising, promotions, and publicity.
This document discusses strategies for deploying technological innovations. It addresses timing a product launch to take advantage of business cycles or seasons. It also discusses pricing strategies like maximizing profits or ensuring survival. The document also covers distribution strategies like forging alliances with distributors, creating bundling relationships, and sponsoring large customer groups to accelerate adoption of the technology. Marketing strategies are also important to consider based on the target market and innovation characteristics.
Samsung Electronics is a South Korean electronics company and the flagship subsidiary of Samsung Group. It conducts SWOT analysis which reveals its main strengths are strong brand loyalty, market position, and supplier relationships, while weaknesses include strong competition and need for improved marketing. Opportunities include favorable economic conditions and technological advances. Main threats are frequent legislation changes and high industry innovation. The document discusses Samsung's segmentation, targeting, positioning, and marketing mix strategies. It focuses on maintaining leadership in the TV and other consumer electronics markets through continuous innovation.
Samsung - International Marketing StrategyMKTGatHPU
This document discusses Samsung's marketing strategy that has led it to become a global leader in electronics. It describes how Samsung originally manufactured low-cost electronics but transformed its brand image through innovative, high-quality products. Samsung sponsored the 1988 Olympics and other global events to increase brand awareness. It also partnered with top retailers like Best Buy and luxury brands like Giorgio Armani. Today Samsung leads in key product categories like smartphones, TVs and home appliances through continuous innovation, including being first to market with new technologies like 3D TVs.
Samsung follows a differentiation strategy across its product lines. It focuses on innovation through heavy investments in R&D and developing products with unique features like large screens, connectivity, anti-microbial properties. This allows Samsung to maintain leadership in key categories like smartphones, TVs and appliances. The strategy has proven successful, helping Samsung increase its market share and sales significantly over the past decade.
Samsung is a South Korean multinational conglomerate company headquartered in Seoul. It comprises numerous international affiliated businesses united under the Samsung brand, including Samsung Electronics, the world's largest electronics company. The document traces Samsung's history from its founding in the 1960s to its growth as a global electronics leader through strategic investments in R&D, innovative new products, and a globalization strategy. It discusses Samsung's continued focus on innovation, design, and partnerships to remain competitive in the electronics industry.
This document discusses Samsung's management decision making regarding international competition and presence in the smartphone market. It analyzes Samsung's domestic and global competitive position, market share, and strategies for market development internationally. Specifically, it describes how Samsung has become the top smartphone manufacturer in Europe and globally, with a 32.3% share of the European market in 2012. It also examines Samsung's main competitors in the smartphone space and how the market has shifted from hardware to software-driven.
NAGILITI is a global management consulting practice offering a robust set of product cadences, including advisory services, for Corporate Clients, Executives and Senior Level Professionals.
Samsung aims to inspire the world and create the future through innovative products and creative solutions. It has a mission to become a creative leader in new markets and change its reputation from being a fast follower. Currently in Bangladesh, Samsung targets segments like tech enthusiasts, social contacts, value seekers, and music lovers. It positions itself as a challenger to market leader Nokia, with a goal of achieving market leadership by 2013. Samsung analyzes factors like the growing economy, technology advancement, and social trends in Bangladesh to develop effective marketing strategies.
Samsung Electronics was founded in 1969 and has since grown to become the world's largest technology company based on revenue. It offers a wide range of consumer electronics products including televisions, mobile phones, and other devices. Samsung uses marketing strategies such as brand ambassadors, promotional offers, contests, and customer service to promote its products. It targets demographics like middle-aged groups, teenagers, and executives, as well as businesses. Samsung positions itself as a high-end and innovative brand and sees opportunities in capturing more of the Indian mass market and leveraging its reputation for quality products.
Special Project, Challenges of IT ImplementationTonjeB
Implementing new technologies presents many challenges for companies. Constant changes in technology, customer needs, and product life cycles make it difficult for companies to keep up. Employees also need continuous training to adjust to new technologies. A clear strategy and communication between management and employees is important for successful implementation. The eight step model provides a framework for identifying, planning, and integrating technologies that meet business needs and lead to long-term success. Focusing on both efficiency and effectiveness throughout the implementation process helps companies overcome challenges and realize the advantages of new technologies.
This document discusses how technological factors affect business. It identifies key technological factors like the internet, mobile devices, wireless connectivity, software, and cloud computing that have impacted businesses. Some advantages of these technologies are increased reach through digital marketing and greater speed and flexibility to adapt to market changes. However, these same technologies also lead to increased competition and homogenization of products and marketing approaches as businesses adopt similar effective strategies.
This presentation was given to the staff of the NYSERDA NYC office as a primer to market transformation principles and specifically to NYSERDA\'s application of those principles through the Clean Energy Continuum.
This document is a resume for Philip D. Fulmer, who has over 15 years of experience in product marketing, management, and technology roles for technology companies. He has launched over 25 new products and managed budgets up to $150M. His experience includes roles at Mercury Systems, several technology startups, TT Electronics, TE Connectivity, and Applied Materials. He has a proven track record of strategic planning, business development, process improvement, and leadership.
Nokia underwent major organizational changes including restructuring its business units and adopting the Windows Phone platform. This led to impediments like employee protests and resignations due to fears about job losses. Nokia managed these impediments by educating employees about the reasons for change and how it would benefit them through workshops and online communities. However, the changes were implemented quickly without fully addressing stakeholders' concerns, leading to disastrous consequences for Nokia.
305C h a p t e r19 Technology Roadmap Benefits, Eleme.docxdomenicacullison
305
C h a p t e r
19 Technology Roadmap: Benefits, Elements, and Practical Steps1
If you don’t know where you are going, any road will get you there.
Lewis Carroll (1865)
The preceding quote applies rather well to technology roadmaps. In the past, companies have followed a number of different technology paths that have not always led to the “promised land” despite conscientious effort. There are
many reasons for this. First, the target evolves, which means that development of a
technology roadmap should be an ongoing process. To continue the analogy, we are
forever “traveling” but never “arriving.” Second, technology has many different
masters. Vendors, trade associations, standards-setting boards, alliance and/or trade
partners, mergers and acquisitions, growth and expansion, strategic directional change,
new technological development, and economic shifts (e.g., price performance, adoption
patterns, and obsolescence) are all continuously influencing where companies want
to go with technology. Third, unexpected roadblocks occur (e.g., the company that
produces the application platform that runs your business declares bankruptcy). If
building and evolving a technology roadmap were easy, it would always be done well.
Why do we need a technology roadmap? IT managers believe that without the
guidance of a roadmap, their companies run the risk of making suboptimal decisions—
technology choices that make sense today but position the company poorly for the
future. There is also a strong sense that the exercise of developing a technology roadmap
is valuable even if the actual roadmap that is developed is subject to change. Another
adage that applies is, “Plans are nothing; planning is everything.” It is through the artic-
ulation of a technology roadmap that you learn what you did well, where you failed,
and how to improve the process. Finally, a technology roadmap limits the range of
technology options and reduces the decision-making effort compared to facing one-off
1 This chapter is based on the authors’ previously published article, McKeen, J. D., and H. A. Smith, “Creating
and Evolving a Technology Roadmap.” Communication of the Association for Information Systems 20, no. 21
(September 2006): 451–63. Reproduced by permission of the Association for Information Systems.
M19_MCKE0260_03_GE_C19.indd 305 12/3/14 8:54 PM
306 Section IV • IT Portfolio Development and Management
decisions repeatedly over time. Because a roadmap has cast the evolution of technology
on a defined path, it means that an organization can simply accept this decision and not
revisit it continuously. Thus, a technology roadmap reduces the organization’s cogni-
tive workload.
This chapter begins with a general discussion of technology roadmaps and
presents a model to explain various input factors. It then describes each of the compo-
nents of a technology roadmap and offers advice derived from the shared experiences
of the fo.
305C h a p t e r19 Technology Roadmap Benefits, Eleme.docxlorainedeserre
This document discusses the key elements and benefits of developing a technology roadmap. It begins by outlining the need for technology roadmaps, as without guidance companies risk making suboptimal technology decisions. The main benefits of roadmaps are both external, such as aligning IT with business goals and reducing complexity, and internal, like providing a common design point. The key elements of developing a roadmap discussed are establishing guiding principles, assessing current technology, performing a gap analysis, evaluating the technology landscape, defining future technology needs, creating a migration strategy, and establishing governance. Developing and maintaining a living roadmap through an annual review process is emphasized.
The document provides information about assignment help available for MBA students. It lists the program/semester, subject code and name, book ID, credits, and marks for an assignment on the topic of technology management. It includes 3 sample questions from the assignment on the impact of technology, dimensions of technology transfer, and a technology diffusion case study. It requests students to send their semester and specialization to receive fully solved assignments by email or phone.
This document discusses strategies for deploying technological innovations. It makes three key points:
1) Deployment is a core part of the innovation process, as it determines how easily people can access and integrate the innovation.
2) Timing of product launches can be an important deployment strategy, as companies can take advantage of business cycles, seasons, or wait to cannibalize older products.
3) Pricing objectives, distribution channels, marketing methods, and building partnerships are all important elements of a deployment strategy to accelerate adoption of the innovation.
Innovation technology questions1 Explain how computer-aided de.docxjaggernaoma
Innovation technology questions
1 Explain how computer-aided design and flexible manufacturing technologies help create small niches in the market place. Provide an example to illustrate your answer
Answer: Computer-aided design and flexible manufacturing help create small niches in the marketplace by allowing firms to develop and produce a greater number of versions of their products. This means that companies can now tailor their offerings to small niches in the marketplace. For example, in 2012, Toyota offered 16 different passenger vehicle lines under the Toyota brand (e.g., Camry, Prius, Highlander, and Tundra). Within each of the vehicle lines, Toyota also offered several different models (e.g., Camry L, Camry LE, Camry SE) with different features and at different price points. Students’ answers will vary.
Page: 1
2At a retreat by the Cleveland City Council, community leaders held a discussion on attracting and developing new businesses and increasing employment rates in the city. One leader suggested that the city should consider sponsoring a business incubator. Explain what an incubator is and how this might help the city meet its goals. What other ideas should be considered
Answer: An incubator is an institution designed to nurture the development of new businesses that might otherwise lack access to funding or advice. It allows companies to share costs and resources until they can stand on their own. If an incubator were started in Salisbury, it would help new businesses to grow and prosper. These businesses could then move out to locations of their own and hire local residents as employees. The city would not have to offer tax breaks or compete with other cities for the location of existing companies, but would be growing their own businesses.
Page: 29-31
3 How can the s-curves be used as a prescriptive tool? What would be the limitations of this approach?
Answer: Managers can use the s-curve model as a tool for predicting when a technology will reach its limits and as a prescriptive guide for whether and when the firm should move to a new, more radical technology. Firms can use data on the investment and performance of their own technologies, or data on the overall industry investment in a technology and the average performance achieved by multiple producers. Managers could then use these curves to assess whether a technology appears to be approaching its limits or to identify new technologies that might be emerging on s-curves that will intersect the firm’s technology s-curve. Managers could then switch s-curves by acquiring or developing the new technology.
However, there are many limitations to doing this. First, it is rare that the true limits of a technology are known in advance, and there is often considerable disagreement among firms about what a technology’s limits will be. Second, the shape of a technology’s s-curve is not set in stone. Unexpected changes in the market, component technologies, or complementary techno.
The document discusses strategies for deploying technological innovations. It addresses that deployment is a core part of the innovation process and not just about earning revenues. It discusses using launch timing strategically by considering business cycles, positioning relative to previous technologies, and ensuring production capacity. Pricing strategy is also important for positioning in the market, adoption rate, and cash flow. Distribution methods like selling direct or through intermediaries can impact control and efficiency. Strategies like alliances, bundling, sponsoring customer groups, and sales guarantees can accelerate distribution and build an installed user base. The marketing strategy should consider the target market and innovation characteristics. Common methods are advertising, promotions, and publicity.
This document discusses strategies for deploying technological innovations. It addresses timing a product launch to take advantage of business cycles or seasons. It also discusses pricing strategies like maximizing profits or ensuring survival. The document also covers distribution strategies like forging alliances with distributors, creating bundling relationships, and sponsoring large customer groups to accelerate adoption of the technology. Marketing strategies are also important to consider based on the target market and innovation characteristics.
The document discusses strategies for deploying technological innovations. It explains that deployment is a core part of the innovation process, as the value of an innovation depends on how easily people can access and integrate it into their lives. It then discusses using timing as a deployment strategy, with examples from the video game industry of taking advantage of seasonal effects like the Christmas season. Finally, it discusses other deployment tactics like pricing strategies, distribution channels, accelerating distribution through alliances and bundling, and tailoring marketing methods to different types of customers.
The document discusses strategies for deploying technological innovations, including:
1. Timing product launches can be an important deployment strategy, as illustrated by video game companies releasing new consoles in time for the Christmas season.
2. Pricing is also crucial, with objectives like maximizing profits or ensuring survival through covering costs.
3. Distribution methods like selling directly, using intermediaries, or partnering with distributors can accelerate adoption of an innovation. Building alliances and bundling with existing popular products helps the new technology gain traction.
4. Marketing must consider the target market and innovation's benefits, employing methods like advertising, promotions, and generating publicity to educate customers and shape perceptions of the
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1. The document discusses key aspects of digital transformation including focusing on speed, data, and ecosystems. It emphasizes the importance of building digital capabilities like customer experience, operations, and business models.
2. Transformation requires changes in information technology, strategy, and organizational agility. Companies should move along a continuum from pre-digital to digital pure play.
3. Accelerating transformation involves increasing speed through shorter feedback loops, leveraging large amounts of available data, and developing partnerships within ecosystems. Digital thread and twin approaches can also drive continuous improvement.
This document discusses key aspects of project management for information technology projects. It defines what a project and program are, explains the triple constraints of scope, time and cost. It describes the role of the project manager and important elements they oversee like stakeholders, knowledge areas, and tools/techniques. The document also notes the growing importance and professionalization of project management, with over 16 million regarding it as their profession and certification numbers rising.
Here are a few key points about disruptive technology and ethics:
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- New technologies like AI, robotics, biotechnology raise novel ethical issues that existing frameworks may not fully address. We need ongoing discussion of how to ensure these technologies are developed and applied responsibly.
- Issues like privacy, data use, automation of jobs, human augmentation/enhancement, and new kinds of inequality need to be considered. Regulations may be needed to guide development in an ethical direction.
- Public engagement and education are important so people understand technologies and can participate in
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How Multigenerational Technology Planning Can Grow Your Business
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How Multigenerational Technology Planning Can Grow Your Business
As the business environment continues to evolve and as national borders of business increasingly
soften, companies will face increased competition. Though Silicon Valley holds a certain amount of
prestige, technology hubs are forming in places like Bangalore, Shanghai and Tel Aviv. Advanced
technologies coming out of Germany are now going up against products designed in South Korea. With
competition for fresh ideas and innovation accelerating, businesses need to dedicate resources and map
out detailed plans for their technological growth. One of the most effective ways of defining technology
growth strategy is through Multigenerational Technology Planning (MTP).
What is Multigenerational Technology Planning?
In order to define MTP, we must first define technology planning. Technology planning is the process by
which firms map out their product growth plans for the business. It is the forward-looking, strategic
exercise of evaluating current product offerings, the competition, and market trends. Technology
planning seeks to provide the very complex answer to the very simple question: “Where should I invest
today in order to create profitable products tomorrow?”
Technology planning is an activity that any producer of technology should undertake. Examples can
include software firms, consumer product companies and industrial equipment manufacturers.
Technology planning requires firms set long term strategic goals for their product offering based on their
knowledge of what is to come.
Multigenerational technology planning takes this basic concept one step further and implements a
deliberate sequence in which technology is developed. MTP outlines a series of technological iterations
over time. The multigenerational aspect of a technology plan helps bridge the gaps between the end
desired technology and the present data technology.
Take for example, the mobile phone. The mobile phone is a great example generational technology.
The first device was demonstrated in 1973 and weighed in at 2.2 pounds, with the first commercially
available phone coming to market about a decade later. Over time, the mobile phone grew increasingly
smaller. As they continued to be put into smaller and smaller packaging, mobile phones then received
color screens. The long antenna was then embedded into the phone body. There was the flip phone.
Phones got smaller and thinner. Then there was the keypad. Today, the smartphone enables you to
control the lights in your home while you are on vacation. Each of these improvements represents a
technological generation.
Granted, in 1973 it was not possible to see such a dramatic progression, but the point is that technology
evolves. Technology firms need to recognize this evolution and need to establish long-term plans to
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introduce new technology. Multigenerational technology planning defines the evolutionary steps of
technology to a plausible end product at some time in the future.
Technology Planning is Good. Multigenerational Technology Planning is Better
Technology planning is important because it creates a central objective towards which a business can
align its investment and resources. It helps establish a basis for research and development funding as
well as define the technological hurdles that need to be overcome in order to reach the desired goal.
Using the mobile phone example, basic technology
planning in the 1980s may have led a firm to strive for
a smaller, more sophisticated phone that would
become common place in society. While setting a
general direction, such a plan would not have yielded
specific activities to be pursued. How much smaller?
By when? (See Figure 1a.)
A multigenerational technology plan breaks down
longer term goals that may be too abstract or
advanced into smaller problems to solve. MTP should
be viewed as building a staircase. An MTP will outline
short term, incremental steps and identify how those
plans will be used to feed the next iteration in
technology. These steps should lead towards and end
goal or desired product with certain functionality.
Using the mobile phone example, a phone
manufacturer’s MTP from the early 1990s might have
stated that phones were to become 10% lighter every
year for the next 5 years (See Figure 1b.). This MTP
may have also stated that the large fixed antenna should be made shorter, then retractable by the end
of the same 5 year period. A phone that was about half the original weight and that had a retractable
antenna would have been the 5 year goal. Of course, additional design improvements and iterations
could be conceived and introduced to the MTP over time such that the MTP contains a perpetual 5 year
outlook.
It should be noted the time period of a multigenerational technology plan should be reflect the market.
In slower market segments such as the aerospace industry, the technology plan may identify progressive
steps over a 10 years for technological evolution. In fast paced industries such as the computer
manufacturing, the technology plan may last only 2 years and include several technical iterations on a
quarterly basis.
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A Simple Example of MTP
Consider a company that manufactures a variety of products for the fitness and exercise equipment
market. Their product portfolio includes items such as weight machines, exercise bikes and treadmills.
Figure 2 provides an example of what their treadmill MTP may have looked like around the year 2000.
On the left side are market drivers and consumer trend, to which the company’s technology planning is
aligned. On the right side are the various projects, initiatives and incremental technologies that the firm
plans to develop.
In this example, a series of new technologies are introduced to their treadmill product line. For
instance, in the early part of Year 2, this company plans to introduce a built-in speaker so that users can
listen to the radio while exercising.
The cooling fan evolution illustrates the multigenerational aspect of technology planning. In this case,
the company plans to introduce a fan for user comfort in Year 2. Later, in Year 3 and Year 5, the firm
plans to upgrade the fan technology to reduced noise and ultra-quiet versions, respectively. From an
MTP perspective, the end goal is a quiet but effective cooling fan. The company works towards this
objective by introducing gradual improvements that build upon existing technology.
Figure 2. MTP for a Treadmill
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Other elements of this MTP include identification of technology category (Audio/Visual, Cooling,
Connectivity and Mechanical Systems) under which each activity falls. This can help businesses
recognize resource bottlenecks within certain departments as well as visualize the alignment of the
systematic improvements for a given technology space. Additional data included in this MTP example
are notional investment value and timeframe required for development, which are useful in
communicating a project’s size.
While the left side highlights complimenting technology to treadmills, Year 3 of the MTP also identifies
that the National Gym Company plans a large expansion of their business. Because of this, the treadmill
manufacturing company plans several upgrades in Year 2 to enhance the sophistication of their
products. In doing so, the treadmill manufacturer positions itself to win a large sales order with National
Gym which will need to fill its new facilities with the cutting edge fitness equipment.
While simple, this example shows how an MTP can be used to align product development with market
trends. Further, the MTP shows a clear link between related technologies that are planned for
incremental development over time.
The Benefits of Multigenerational Technology Planning
There are numerous benefits to using MTP to develop a growth strategy. MTPs serve as communication
tool and a roadmap that helps a business leverage existing technological skill and product design to
create new designs. Here are some specific benefits to adopting an MTP strategy:
Creating a Vision – Perhaps the single most important aspect of MTP is the creation of a strategic vision
and the incremental means by which a firm plans to obtain its long term technology goals. MTP
establishes a foreseeable objective as well as the stepping stones to get there. When a technology
company’s strategic vision is shared with employees, it communicates to various stakeholders the
expectations and goals of their effort. This communication then aligns energy within the organization
around various projects and initiatives. Having a strategic vision alone is not enough. It must be well
publicized within the company and its various departments.
Market Leading Technology – Classic strategic theory suggests
that businesses need to decouple basic execution activities
from strategic activities. Multigenerational technology
planning enables the research and development arms of a
given firm to work in parallel to the more visible day to day and
customer-focused activities. It also allows firms to map out
and execute long term plans while gathering market trends and
customer trends along the way.
By segregating more routine work from the research and
development work, firms can consistently churn out new
product ideas. Using the auto industry as an example, each
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year a given vehicle style will change with small improvements and updates. This could be seen as the
day-to-day short term technology evolution. The day-to-day also allows firm to feed the MTP based on
new data or customer feedback (See Figure 3). Every 3 to 5 years, though, a completely overhauled
vehicle is introduced based on new stylistic preferences and technological advancements. The new
overhauled design represents the long term technology strategy.
Financial Planning – One of the most difficult aspects of managing technology is securing financial
commitment to activities that may not return revenue back to the firm for several years. Many
businesses are becoming increasingly short-term focused, which often comes at the expense of long-
term planning.
By leveraging a multigenerational design philosophy, firms can improve their financial planning ability
and investment strategies. Since MTPs outline a series of technological steps to reach a given end
product, say five years away, the investment can be deconstructed into annual objectives and smaller
increments. The increments will help define more specific spending needs. Requesting €5 Million for a
new project is very different than asking for €1 Million a year for the next 5 years for the very same
project.
Customer Relationships – Customers are a great source of information that can help align and develop
Depending on the industry, multigenerational technology planning can help forge relationships with
customers.
Consider the auto industry, which has an extensive supply chain network. The automakers are routinely
working on the next generation of vehicles. Imagine that an injection-molded plastics company
develops an MTP to that will introduce lighter and stronger polymers. These lighter weight materials
can result in improved fuel economy. Working with the automaker, the plastic company can obtain
direct feedback on improvements to their technology growth plans, as well as forge a relationship with
the automaker for partnerships in future designs.
Sustainability – The most successful businesses are those that find the ability to adapt. Adapting is far
easier when there is an alternative plan in place or there are behind-the-scenes activities that can be
called upon to reposition a business in short order.
MTP enables firms to improve their sustainability in a changing marketplace because the diligence,
forced dialog and capturing of new ideas helps keeps technology plans fresh and relevant. Working
towards technology objectives on an MTP allows a given company to accelerate the development of a
given technology if needed. If acceleration in a given area is required, increased or redirected
investment can help develop technology more quickly
As a simple example, consider a television manufacturer which has plans to improve picture quality
followed by plans to improve sound quality. If this firm gathers market data that suggest customers are
far more interested in sound quality enhancements, the firm can accelerate pre-defined initiatives on
their MTP and defer or slow down the picture improvements.
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How Can You Create a Multigenerational Technology Plan?
Though outlining your firm’s staged growth requires effort, establishing an MTP is not difficult. A good
way to go about creating an MTP is to arrange for a brain storming and innovation summit. Participants
should include technology leaders, such as engineers and scientists, people within the production
domain, sales and marketing staff, and any other individuals who have direct feedback from customers.
The key is to integrate the technical thinkers with production skill and customer and market feedback.
A good way to start the process is by reviewing not only the products the firm makes, but also the
features of those products that formulate the user’s impression. From the example of the television
manufacturer, the user’s interaction could be broken down into picture quality, sound quality, remote
control use, size and shape of the screen and even installation and setup difficulty.
Here are some simple questions that can help one create an MTP for a given product:
• Can current technology and skill be combined to create new technology?
• What market needs are expected in the coming years?
• Are there market trends forming in areas where the portfolio is lacking?
• Are there holes in technology that can be filled to satisfy a given market trend or area of pain?
• Are there current products in the portfolio that could benefit from improvements?
• Are competitor products deficient and able to be displaced by a better product?
• What market and industry threats exist to the current portfolio?
• Has business been lost due to specific gaps in technology or offering?
Multigenerational Technology Plan Essentials
Here are some basic elements of a good multigenerational technology plan:
• Should be placed in a clear, simple, visual format that others can easily follow
• Can be understood by the technical and non-technical communities.
• Aligns timing of technology maturation with market needs or changes
• Is generalized and can communicate a sequence or flow of activity
• Can be easily modified and updated over time
• Should convey themes for your technology growth (faster, smarter, better)
• Length is established based on technological lifecycle of the products and industry
• Aligns to availability of new and complimenting technology
• Stretches the technological limits, but does not consist of unachievable end goals.
In general, an MTP should act as a communication and alignment tool within a firm.
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Helping Managers and Businesses
Succeed Through Real Experience
Refresh and Revisit
A best practice in multigenerational design is to revisit the plan periodically. Reviewing an MTP with
technology and business leaders with a firm quarterly or semiannually ensures that the MTP alignment
remains fresh in people’s minds.
More importantly, frequent revisiting of the MTP enables a firm to modify and amend based on newly
obtained information. Just as establishing a progressive series of steps is important to defining and
planning future activities, revisiting and revising to adapt to market changes is equally as important.
For instance, the treadmill manufacturer in the earlier example was able to foresee that MP3 players
were becoming popular and that they could adapt their treadmills to accommodate such products.
However, early it would have been unlikely for the treadmill manufacturer to predict the dominance of
the Apple iPod. Thus, by revisiting the MTP, the firm would have likely highlighted the iPod as a
complimenting technology to which they wanted to curtail their own products.
Develop Successful Technology Strategies for Continued Growth
At its core, multigenerational technology planning is about alignment, planning and strategy. The key to
long-term success is the continuous forecasting and prediction of market needs and changes. While
accurate prediction may not be entirely possible, MTP drives businesses to continue examining their
market and related technologies.
Moreover, MTP embodies the idea of incremental change and progress. Considering the pace at which
technology changes and evolves, MTP offers a roadmap that serve as a technological compass to help
firms remain competitive, innovative and relevant. Businesses that do not employ a long-term and
strategic plan for their product run the risk of becoming uncompetitive and out of touch with their
customers’ need.
It should be said that MTP will apply to businesses in different ways depending on the industry and the
customer. However, the fundamental ideas that are generated through the creation of an MTP help a
business better understand their market needs as well as plan for future changes to their portfolio. By
leveraging an incremental growth strategy, technology companies can examine long-term trends and set
the firm on course to continuously adapt to market needs.