Chapter 1 Intro to MOT v2
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Transcript of Chapter 1 Intro to MOT v2
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MAZRI BIN YAAKOB
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CHAPTER 1
INTRODUCTIONTO TECHNOLOGY MANAGEMENT
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CHAPTER OUTLINE
Definition of management, technologyand technology management
Framework of technology management
Technology classification/ TechnologyChoices
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WHATISMANAGEMENT?
Art of carrying a business.
Involves directing and controlling anorganization and steering it towardachieving its objectives.
Needs an understanding of human andorganizational behaviour.
Include planning, organizing, staffing,motivating and controlling functions.
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PLAN ORGANIZE
CONTROL LEADING
Basic
Managementfunction
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WHATISTECHNOLOGY?
The practical implementation of learningand knowledge by individuals andorganizations to aid human endeavor.Technology is the knowledge, product,processes, tools and systems used in the
creation of goods or in the provision ofservices (White & Bruton, 2007).
All the knowledge, products, processes,tools, methods and systems employed inthe creation in goods or providing services(Khalil, 2000).
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DEFINITIONOFTECHNOLOGY MANAGEMENT
A field that links different disciplines to plan,develop, implement, monitor, and controltechnological capabilities to shape and accomplishthe strategic objectives of an organizations (White& Bruton, 2007).
An interdisciplinary field that integrates science,engineering and management knowledge &practice(Khalil, 2000).
Example: iBot, new solution ofwheelchair,flat&smooth surfaces-carry a person upand down the stairs Engineers design, financial experts write the
cost,marketing personnel test products (entireorganization develop product)
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INTERDICIPLINARYNATUREOFMOT
NATURAL
SCIENCE
SOCIAL
SCIENCE
INDUSTRIALPRACTICES
MOT
BUSINESS
THEORY
ENGINEERING
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(Source: Khalil, 2000)
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Management technologyRefers to the technology used to
manage organizations or certain
functions
Eg: MIS, ICT, E-commerce
Technology management
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FRAMEWORKIN TECHNOLOGY MGT
Technology management creates a linkage amongscience, engineering & management disciplines.
The ability to become a competitive enterprise andsustain economic growth is affected by the economicsystem, technical capabilities & trade conditions.
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Technology
Mgt
Science &Engineering
Disciplines
BusinessAdministration
Disciplines
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MAKING DECISIONFOR MANAGINGTECHNOLOGY
The firm must determine the scale of products orservices. How it will price the products, where it will market the
products, and where it will manufacture the products.
The firm also needs to determine the scope ofproducts or services it wants to offer. Determine how it can leverage its technology and
innovations to create a total platform of products andprocesses.
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KEYDECISIONSINMANAGINGTECHNOLOGY
The firm must determine if it wants to be a leader orfollower in its industry. Both has own benefits, but the choice will result in the firm
taking radically different measures.
Eg.Du Pont,TEFLON, RC Cola-Coca Cola,Seiko, KodakPolaroid
The firm must also determine whether it willdevelop its own new technology or buy the
technology. Each approach has benefits and drawbacks that need to
be weighed by the firm itself.
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METHODSOFACQUIRINGTECHNOLOGY
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Usinginternal R&D
Participatingin JV
Contractingout for R&D
Buying thetechnology
Licensing inof technology
Develop or buy technology?
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USING INTERNAL R&D
Organization relies on its own human & technicalresources to develop the technology in-house.
Requires strong technical workforce.
Requires strong financial backing for R&Doperations.
Have their own laboratory /R&D department tosupport their efforts to create the technology.
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EXAMPLE (USINGINTERNAL R&D)
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PROTON BERHAD
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PARTICIPATINGINA JOINT VENTURE
Two or more organizations/firms combine their know-how, financial and technological resources to developtechnologies.
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EXAMPLE (PARTICIPATINGIN JV)THECASEOF OLED
Kodak and Sanyo Electric recently formed a joint venture named SKDisplay corporation to manufacture organic light emitting diode(OLED) displays for consumer devices such as cameras, PDA andportable entertainment machines.
OLEDs enable a greater range of colors, brightness, and viewingangle than LCDs, because OLED pixels directly emit light.
This JV cost Kodak a $125 million investment (financial resources)
Sanyo will contribute less financially but will contribute moretechnical expertise.
OLEDs have been found in models of the Sony Walkman and someSony Ericsson phones.
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CONTRACTINGOUTFOR R&D
Conduct R&D without having to invest heavily in an in-house R&Deffort.
Contracting out their R&D to a contract R&D company.
A contract R&D company, i.e. a company that provides R&D services.
Many companies are increasing their use of this approach to cut R&Dexpenditures.
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EXAMPLE (CONTRACTINGOUTOF R&D)
1. Gulf and Pacific Industries Sdn. Bhd.
- Manufacturer of Roselle jam, cordial andcarbonate drink.
- Contracting out R&D to MARDI.
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2. Sendayu Tinggi Body & Skincare Sdn. Bhd.
A cosmetic manufacturer were assisted through
contract research with SIRIM on new formulation andtrial production for market testing.
http://int.clarins.com/bon/int/minisites/2008_hydratation/index.cfmhttp://int.clarins.com/bon/int/minisites/2008_hydratation/index.cfmhttp://int.clarins.com/bon/int/minisites/2008_hydratation/index.cfmhttp://int.clarins.com/main.cfm?sec=pb&sub=9http://int.clarins.com/bon/int/minisites/2008_hydratation/index.cfm -
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LICENSINGINOFTECHNOLOGY
An organization purchases the right to utilizetechnologies owned by someone else.
There is a premium to be paid of using the name of thatcorporation and for offering its products.
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Example (licensing in of technology)
Acquiring a franchise of a well known
corporation such as Burger King, Mcdonaldsetc.
Sony corporation bought a license for thetransistor from AT&T
Was able to widely deploy the technology in itsproducts.
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BUYINGTHETECHNOLOGY
Outright purchase of technology.
Fastest way to obtain technology.
Not involve any resource commitment for technologydevelopment on the part of acquirer.
Requires building strong bridges with the supplier of thetechnology.
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EXAMPLE (BUYINGTHETECHNOLOGY)
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18 units of Sukhoi Su-30MKM -AS$900 million
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CLASSIFICATIONOF TECHNOLOGY
NewTechnology
EmergingTechnology
HighTechnology
AppropriateTechnology
MediumTechnology
LowTechnology
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NEW TECHNOLOGY
Any newly introduced or implemented technologythat has an explicit impact on the way a companyproduces products or provides services.
The technology could be around for many years,but if it is newly introduced into an organization, it isconsidered a new technology.
Computer software replace manual drafting,Internet website
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EMERGING TECHNOLOGY
Any technology that is not yet fully commercializedbut will become so within about 5 years.
It may be currently in limited use but is expected toevolve significantly.
Genetic engineering, nanotechnology
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HIGH TECHNOLOGY
Refers to the advances or sophisticatedtechnologies.
Utilized by a wide variety of industries having
certain characteristics.
High tech companies: Employs highly educated people
Technology is changing at a faster rate Competes with technological innovation
High levels of R&D expense
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LOW TECHNOLOGY
Refers to the technologies that havepermeated large segments of humansociety.
Low technology companies: Employs people with relatively low level of
education
Uses manual/semi automated operation
Low R & D expense Technology base used is stable with little
change
Products to satisfy basic human needs 28
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MEDIUM TECHNOLOGY
Comprises a wide set of technologies that fallbetween high and low technologies.
Refers to mature technologies that are moreaccommodating than others to technology transfer.
Examples?
Industrial automation, mobile phones
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APPROPRIATE TECHNOLOGY
Technology that is balanced between the level oftechnology utilized and the resources required forits optimal use.
The technology could be at any level low, mediumor high.
Results in better use of labour resources and betterproduction efficiency.
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