'A Harvard project' Teece's profiting from technological innovations * MASI * ALVINA * SA DON *...
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Transcript of 'A Harvard project' Teece's profiting from technological innovations * MASI * ALVINA * SA DON *...
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MGMT S-5016 * MASI * ALVINA * SA DON * VERDONCK * NG *
TEESE’S PROFITING FROM TECHNOLOGICAL
INNOVATION
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David J. Teese
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EMI Cat Scanner
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RC Cola
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Complimentary Assets
1
2 Imitability
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Imitability
Appropriability
Regime
Dominant Design
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Appropriability Regime
Most important dimensions: nature of technology and efficacy of legal mechanisms.
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TRADE SECRETS
COPYRIGHT
PATENTS
LEGAL INSTRUMENTS
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Nature of Technology
Product Process Tacit Codified
Tight A.R - ex. Coca Cola (trade secret)Weak A.R – ex. Bottled water industry
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Dominant Design
Pre-paradigmatic stage and paradigmatic stage
Competition amongst firms manifests itself in competition amongst designs
One design or a narrow class of designs begins to emerge
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Once a dominant design emerges, competition shifts to price and away from design Competitive success then shifts to a whole new set of variables
Innovation is not necessarily halted once the dominant design emerge
Dominant design is of great significance to the distribution of profits between innovator and follower
Dominant Design
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Dominant Design: Examples
Most of the early PDA companies failed, even if they had innovative and sophisticated product designs. Palm emerged as the winner of PDA
Videotape format war between Betamax and VHS, where VHS became the video standard
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Examples of Dominant Design
War of currents between Direct current and AC power
Microsoft Windows in the PC operating system
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COMPLIMENTARY ASSETS
“ Assets, infrastructure or capabilities needed to support the successful commercialization and marketing of a technological innovation ”
CRM SOCIAL
MEDIA
VALUE
CHAIN
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AAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAA
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Porter’s Value Chain Model
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Innovation
Competitive
Manufacturing
Distribution
Service
Complementary
Technology
Other
Other
Contractual Mode
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Contractual Mode
• Inexpensive• Ideal with Strong
Appropriability• Gain from Partner
Pros
• Difficult to form Partnerships
• Bad PartnersCons
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Apple
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Apple Vs. Samsung
http://www.youtube.com/watch?v=Z19vR1GldRI
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Apple Vs. Samsung
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Integrated Mode
Innovation
Competitive Manufacturi
ng
Distribution
Service
Complementary
Technology
Other
Other
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Integrated Mode
• Scalability• Ideal with Strong
AppropriabilityPros
• Expensive• Need a lot of
Complementary Assets
Cons
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Google.com
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Google.com
Google has spent north of $23.5 Billion in acquisitions Motorola for $12.5 Billion DoubleClick for $3.1 Billion YouTube for $1.7 Billion Waze for $1.3 Billion Android for $50 Million
Google Engineers – “Googlers”
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Google.com
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Implications
Research according to Strategy
Co-specialized assets make or break an innovation
Forging links within the Industry
Try to keep the Manufacturing in-house
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A story of Dell
ASUSTeK slowly took upon itself the responsibility of manufacturing Dell’s laptops, and eventually usurped them
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Conclusion
REGIME OF APPROPRIABILITY
DOMINANT DESIGN
COMPLIMENTARY ASSETS
CONTRACTUAL & INTEGRATED MODE
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