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The acquisition and exploitation of technology

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The acquisition and exploitation of technology Draft the technology roadmap & Invest strategically Acquisition of technology Screening through technology auditing ... – PowerPoint PPT presentation

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Title: The acquisition and exploitation of technology


1
The acquisition and exploitation of technology
  • Draft the technology roadmap Invest
    strategically

2
Acquisition of technology
  • Screening through technology auditing
  • Valuation according to the value network in the
    perspective of whole product/service
  • Prioritizing the relevance, transfer flexibility,
    competitive dynamics of technology
  • Determining the timing criteria and scheduling
    sequence
  • Selecting the modes of acquisition

3
Methods of acquiring technology
  • Internal RD process
  • Joint venture process
  • Outsourcing RD
  • Technology licensing transfer
  • Technology purchasing

4
Factors influenced the acquisition mode
  • The relative technology power/position
  • The urgency of technology
  • The scale of investment/resource commitment
  • The stage of technology life cycle
  • The importance degree of technology

5
Technology acquisition matrix
factors Mode Technology position Urgency Scale of investment Stage in the TLC Importance of technology
Internal RD Lowest Highest The emerging stage Core or critical
Joint venture Lower The earlier stage Core or base
Outsourcing RD Low The earlier stage Core or base
Licensing High Lowest The latter stage Core or base
Purchasing High No All the stages External commonality
High
Low
6
Exploitation of technology
  • Open the technology repository/patent shelf for
    market value
  • Leverage the complement assets of industry
    partners
  • Speed the technology diffusion for the dominant
    design (de facto)
  • Define and establish the industry standard (de
    jure)

7
Exploitation modes
  • Internally integrated into the product
    development
  • Outsource manufacturing or marketing
  • New joint venture for applications
  • Technology licensing

8
Factors influenced the exploitation mode
  • Relative market/industry position
  • Urgency of application (competition pressure)
  • Complementary requirements
  • The scale of investment
  • The stage in the TLC
  • The importance degree of technology
  • The unexpoitated potential of technology

9
Technology exploitation matrix
factors Mode Industry position Urgency Stage in the TLC Importance of technology Potential
Internal development Lowest Lowest Lowest Highest The emerging stage Core or critical Narrowest
Outsourcing Mft. Mkt. Lower High High The earlier stage Narrow
Joint venture High Low High The earlier stage Broad
Licensing High High Low Lowest The latter stage Common or minor Broadest
complements
Scale of investment
10
Technology creation through RD
  • Fund/co-fund the private/public RD center for
    basic researches
  • Search the distinguished technology landscape
  • Reach/touch the research center for technology
    awareness license

11
Stages of technology development
  • Basic research
  • Generic knowledge
  • Exploration of curiosity
  • Applied research
  • Specific knowledge for mission purposes or
    breakthrough
  • Development
  • Proprietary knowledge of novel application
    systems, or products
  • Technological enhancement
  • Continuous innovation for market value

12
Technology portfolio
  • Diversity of technology investments

Basic/applied Research
Emerging stage
Emerging technology
New generation technology
Growing stage
Product/process innovation
Technology transfer
Maintenance of competitive advantage
(product/process/market)
Mature stage
13
Justification of RD expenditure
Commitment Uncertainty Low Middle Large
High Overhead expense
Middle Options of Strategic RD
Low Return of investment
Exploration oriented RD
Risky approach for seizing potential opportunity
Commercialization oriented RD
Conservative approach for shareholders interests
14
The government and military role in RD
  • Mission-oriented RD
  • Meeting the exploration task functionality
    requirement regardless of cost
  • Diffusion-oriented RD
  • Commercialization purpose
  • Employment consideration
  • GDP growth
  • Industry reformation transformation
  • Competitive advantage for global exports/market
    entry
  • Cost sensitivity

15
Global management of RD
  • Consideration of technology acquisition
  • Technology-push innovation
  • Coping with the variation of local customer
    preference
  • Market-pull innovation
  • Meeting the transformation of regulation (host
    guest countries)
  • Outsourcing the manufacturing partners
  • Japanese style global RD establish the
    information division for product differentiation
  • European style global RD acquiring the entire
    sources of startups
  • American style global RD hunting the oversee
    talents through global RD laboratories

16
Strategic technology area
  • Define the demanding technology or discipline
  • Which is suitable to which?
  • Articulate the real profitable product/service
  • Propose a valuable segment for targeting

17
Extended readings
  • Wheelwright, Steven C. and Kim B. Clark (1992),
    Revolutionizing Product Development Quantum
    Leaps in Speed, Efficiency, and Quality, The Free
    Press.
  • Mitchell, Graham R. and William F. Hamilton,
    (1988), Managing RD as A Strategic Option,
    Research-Technology Management, May-June,
    pp.15-22.
  • Mayer, David and Martin Kenny (2004), Economic
    Action Does Not Take Place in a Vacuum
    Understanding the Ciscos Acquisition and
    Development Strategy, Industry and Innovation,
    11(4), pp. 299-325.
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