TECHNOLOGY MANAGEMENT

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Topics
Introduction
Syllabus
Concepts
Why Technology Management

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Course Structure
Teaching Evaluation
Lecture Practical Tutoria Internal
(Hours per Continuous Term End Examinations
(Hours per (Hours Credit
week) Assessment
week) per (TEE)
week) (ICA)
3 --- --- 2 Marks 50 Marks 50

ICA (50 Marks)

Assessment Component
Viva / Quiz Project Class Test1 and
(Group activity) Class Test 2
Marks 10 20 10+10
(5 ‘With Class Test-1’ + 5 (10 ‘With Class
‘With Class Test-2’) Test-1’ + 10 ‘With
Class Test-2’)

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 Syllabus
Unit Topics Duration Unit Topics Duration
Introduction Technology Planning - Evaluation,
Selection, and Implementation
Definitions and classifications of Technology,
Management of Technology at the firm level Forecasting technology,
and at the national level (PP. 17-19) Technology audit,
1 1 3 3
Planning according to technology life
cycle,
Enterprise Architecture planning

Technology Life Cycles

Acquisition and Exploitation of
The S-curve of technological progress, Technology
Multiple-generation technologies,
Technology and market interaction, New Technologies - SMACIOT,
Product life cycle, Blockchain, AI, ML, Nanotechnology, 3D
Printing.
Competition at different phases of Methods of acquiring technology,
2 technology life cycle, 4 4 Factors affecting technology exploitation 4
Diffusion of technology, decisions,
Stages of technology development,
Diffusion-communication-channel
Technology portfolio and industrial R&D,
relationship
Justification of R&D expenditures,
Global management of R&D

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 Syllabus
Durat
Unit Topic Duration Unit Topic
ion
Technology Transfer Innovation as a Core Business Process
Definitions and classifications, Services and Innovation,
Channels of technology flow, Contingency Model of the Innovation Process,
5 International technology transfer, 3 Evolving Models of the Process,
Intra-firm technology transfer, Learning to Manage Innovation,
Building the Innovative Organization,
ERP- selection and Implementation 7 4
Shared Vision, Leadership,
Appropriate Organizational Structure,
Innovation beyond High Technology High Involvement in Innovation,
Roadmap for Innovation,
The Importance, Scope & Types of
Effective team building
Innovation, The Importance of
6 Innovation, 4
Key Aspects of Innovation, Developing an Innovation Strategy

Innovation Management Different types of Innovation Strategies,

The Dynamic Capabilities of Firms, (pp. 133-133)
8 Exploiting Technological Trajectories, 7
Developing Firm-specific Competencies,
Sources of Innovation and Search Strategies,
Innovation networks & Decision making under
uncertainty

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Books Prescribed
1. Margaret A. White, Garry D. Bruton - The Management of
Technology and Innovation_ A Strategic Approach, 2nd Edition-
Cengage Learning (2010)
2. Management of Technology :Tarek Khalil and Ravi Shankar
3. Melissa Schillings, Ravi Shankar. Strategic Management of
Technological Innovation, Sixth Edition Paperback. McGraw-Hill
(Indian Edition), 2019
4. Technology Management: Dilek Cetindamar, Rob Phaal,David
Probert.

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 Project
Understand and analyze an Industry or its segment for all its main technologies (2 to 3)
that are currently in use or likely to emerge in near future
 Identify 2-3 Technologies Critical for the industry
 Understand Innovation related aspect of each Company with regard to each technology
and give view-points about whether innovation in a particular technology will happen
within or outside the Industry.
 Technology
 Draw Tech block diagram
 Identify firms that have made sizable investments into these technologies
 Identify the Technology’s position on Technology S curve

 Market
 History of the firms in that market
 List of firms that entered the market/Closed down/Acquired
 Startups in this segment
 How does the company/You perceive Innovation and changes in the market 5 years from now.

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General Electric Case Study
GE established 1890 by _____?
Today Revenue $,67 with 1,72,000 + employees, 170+ Countries.
Aerospace, Energy, Medical Devices,
History: Merged with Thomson-Houston in 1892.
Manufacturing Diesel Engine and Radio by 1919.
WWI GE moved to mfg Aircraft Engine.
WWII Pioneered Superchargers for Airplane engines for planes to go
higher and faster.
WWII GE moved to manufacturing Jet Engines .

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How?
GE made changes to
◦ Organisation Structure
◦ Policies
◦ Leadership: Ex: GE introduced a Ultrsound machine worth half the price in 5 years to address health
needs in developing countries
◦ Created a new Business unit to handle this portable machine called Local Growth team( LGT)
Followed following 5 principles
1. Shift power where growth is
2. Build new offering grounds up
3. Build LGT like Startups
4. Customise Objectives , Targets and metrics to fit business
5. Have LGT report higher up in the organisation so that resources are available.

Above LGT now have grown to more than 20 driving most of GE growth.
Companies' Long strategy is based on 4 principles
◦ Be Global- Connect locally, Scale Globally
◦ Drive Innovation
◦ Build Relationships.
◦ Leverage Strengths

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Technology

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Impact of Technology
•Early part of this century, information of product and prices was highly
inefficient.
•It was difficult to know the exact price from different firms.
•Prices varied at different time of the month
• Buyers spent a lot of time looking for the right price of the product.
•Technology has resulted in more demand at less price.: More info about
product drives demand. Pricing availability also results lower price.

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Impact of Technology on
Society
Job Opportunities
Technology innovations in communication and computers helped
Increase outsourcing.
Internet: Society was not demanding it. Business can be pulled to adopt
Tech. Example need to high mileage in vehicle drove innovation of
hybrid vehicles.

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Technology and Innovation Do
Not stand Still.
Industries can be created or wiped out with Technology.
Ex: Recorded Music Industry.
Photography: Polaroid went to bankruptcy due to Digital Camera.
Travel Industry: Advent of VR.
Business models are changing.

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Global Effect
Global Suppliers
Global Customers.
Supply chain is complex
Organisation Technology Map is heterogenous. Speaking to multiple
other Technologies.
Collaboration is Key. Ex: Global Product Development
Global Compliance models . Ex: SOX.

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15
Definitions of Technology
 The processes used to change inputs into outputs
 The application of knowledge to perform work.
 The theoretical and practical knowledge, skills, and artifacts that can be
used to develop products as well as their production and delivery system.
 The technical means people use to improve their surroundings.
 The application of science, especially to industrial or commercial
objectives; the entire body of methods and materials used to achieve such
objectives
Technology : The practical implementation of learning and knowledge by
individuals and organizations to aid human endeavor. Technology is the
knowledge, products, processes, tools, and systems used in the creation of
goods or in the provision of services

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What is Technology
Management?
Management of technology is defined as linking “engineering, science,
and management disciplines to plan, develop, and implement
technological capabilities to shape and accomplish the strategic and
operational objectives of an organization.”
Above definition does not include Evaluation and Control
Dynamic Capabilties Theory to understand TM:
1. Not Specific Technology but capability to generate products and
services for long term performance
2. Firms reorganise due to changes in capabilities
3. Dynamic Capabilities theory considers market or product as object
of strategic reconstruction hence emphasises role of Management
in adapting , integrating reconfiguring skills towards changing
environment.
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 FOUR FUNCTIONS OF THE
MANAGERIAL PROCESS

PLANNING

CONTROLLING ORGANIZING

LEADING

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Why Management of
Technology?
1. Organisation to take advantage of Technological Advances.- Tech
Supports automated with the advent of Generative AI.
2. Shortened Product life cycles.
3. Idea to Market lead time to be reduced. Build more flexibility in
organisations.
4. Increasing International Competition.

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Management

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Management of Technology:
Timing
1960: National Cash Register set up state of art plant for Mechanical
adding and Calculating Machine.
By the time the plant was ready Silicon Chips and LED
displays were technology of choice for this requirement.
Just as Production activity began, Electronic calculators were introduced
in the market.
Better Technology Auditing could have prevented this.

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Technology Organisation Wide
Case 1
Soft Drink Company
Company is a leading Softdrink manufacturer.
Company has 2 self-owned bottling plants and has additionally
outsourced bottling to 20 vendors.
The vendors have to procure Bottles, labels, bottle caps from the
designated vendor.
The outsourced company must return the completed products to the
parent company
Softdrink has spent big budgets on creating brand.

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Discussion
What are the potential current Business Challenges?
What could be the possible growth hinderances?
Who should be concerned of this?
What changes would you suggest for the current setup.
What are the Technologies that you would recommend?
What could the possible problem areas in adopting the same.

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Concepts
Technology
Science
Innovation
Management
Technology Management

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Importance of Technology and
Innovation for Business
1. Operational excellence
2. New products, services, and business
models
3. Customer and supplier intimacy
4. Improved decision making
5. Competitive advantage
6. Survival

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Successful Companies…

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Areas Influencing Management of Technology

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Technology S Curve

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Changes in Natural Limits of
Technology

Ex:Ceramic for IC engine

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Technology Life Cycle

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Multiple Generation
Technologies

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Improvements in Intel’s
Microprocessor Transistor Density
over Time

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Graph of Transistor Density versus
Cumulative R&D Expense, 1972–
2007

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Science Push

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Class Discussion
Radical Innovation of Products in a Technology area create Economic
Growth.

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Market Pull

Technology developed to meet market demand

Strong Demand from Consumer can trigger major breakthrough.

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Combined Effect

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Product Life Cycle

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Technological Progress

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Competition at Different
Phases of Technology
Embryonic : Competition is based on Innovation.
Growth Phase: Technology expands and changes market. Company
should balance growth strategy with marketing strategy. Company must
continue innovation at this stage.
Mature Stage: Technology defines industry standard. Company must
increase capability in this area to compete.
Ageing: Rate of Innovation declines. Technology has little ability to give
company edge.

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Osborne Computer Company
Established in mid 70’s
Manufactured and shipped first personal Compact Computer in 1981
In 2 months company clocked $ 1 Million Revenue and in 1 year reached $ 100
Million
Osbone used 5 Inch display to keep computer compact. Customers wanted 80
character display whereas Osborne offered 60 character display.
Did not raise any funds to grow when at peak.
Kaypro a competitor took advantage and launched 80 character display
computer.
Osborne also announced 80 character display computer at the same time
despite having inventory of its original model.
Within 6 months Osborne announced Bankruptcy.

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Lessons from Osborne
Entering market with Innovation gives advantage.
If company competes with Innovation it should continue to compete
with innovation. Osborne did not innovate and introduce 80 character
screen early on.
A new product concept creates new market or alters old market.
All products have life span. Companies must listen to customers and
innovate.
Timing of announcements is very important.
Companies should plan for capital for growth.
Companies should plan for increasing competition.

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Competition with Product and
Process Innovation
Leader in Innovation has advantage to set standards for Technology.
Once standard is set it difficult for competition to overcome this
standard and have to settle to be a follower.
One approach for follower could be to focus on Process innovation to
reduce cost . Other could be to gain market share or innovate on
customer service.

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Competition in Mature
Technology.
Competition switches from innovation to price.
Process Innovation tends to dominate.
Companies compete by introducing product lines.
Companies rely on economies of scale to reduce price.
Specialisation and production efficiency gain more importance.
Mergers and Acquisitions gain more importance since firms with
dominant market tend to survive.
Organisations tend to be rigid and bureaucratic.
Continuously under threat to be replaced by new technologies.

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S Curve in Technology Diffusion
Discontinuous Technology:
A new innovation is
discontinuous when it fulfills
a similar market need, but
does so by building on an
entirely new knowledge
base
1. Earliest Automobile by
Nicholas Cugnot 1771 was
never commercialised
because it was slower than
Horse carriage.

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Example:Technology Diffusion
Calculators
Industry Robots: Reasons: Knowledge and development of
complementary resources
Electric Light: Humphry Davy invented in 1809. Edision invented
filament bulbs in 1890.
MP3.
Electric Vehicles
ERP
Cloud Technology

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