Tiêu đề cooperative technology roadmaps.pdf ✅

Co-operative Technology Roadmapping CO-OPERATIVE TECHNOLOGY ROADMAPPING TOA June 1st, 2003 TOA i
Co-operative Technology Roadmapping preface An integral part of the master course xxxxxxxxxxxxxxxx is to individually explore a subject relevant to contemporary developments in the particular field of interest. The findings of the exploration are to be summarized in a thesis. This thesis focuses on the subject of ‘Co-operative Technology Roadmapping’. In brief, this subject entails the collaborative use of the technology planning tool for making investment decisions. I first got acquainted with Technology Roadmapping during a presentation of Mr. G. Muller for the Capita Selecta course. Because I was interested a lot in it and in search for a subject to do my literature thesis, I began reading other literature on Technology Roadmapping. A student project group assignment at the NorthWestern University gave me the idea of combining co-operation with Technology Roadmapping. I learned that roadmapping is receiving a lot of attention the last couple of years and not only for technology purposes, because also organizations involved in environmental issues are seen to profit by this technique. Moreover, at the moment of writing the leaders of Israel and Palestina seem to make more progress than ever in the peace process, thanks to the “Roadmap to Peace” introduced by U.S. officials. The Abstract provides a concise overview of the research of this thesis. However, readers that are interested in the specifics of Technology Roadmapping or the use of the TAO model are recommended to read respectively chapter 2 or 4. More detailed information about Real Options theory is provided in paragraph 5.2. I would like to thank xxxxxxxx, my coach, for guiding me in my research and for taking time to discuss my subject with other academics and specialists in the field. He provided useful insights especially on the use of the TAO model and Real Options theory. Furthermore, I would like to mention that the relative large size of this thesis is due to the inclusion of the case examples and the many pictures needed to visualize both TRM and TAO. I enjoyed working on this thesis a lot, because I was free to invent and design my own research subject. And I hope it will enhance the understanding of the inter-organizational use of Technology Roadmapping. TOA June 1st, 2003 TOA ii
Co-operative Technology Roadmapping TABLE OF CONTENTS PREFACE.................................................................................................................................................... I TABLE OF CONTENTS......................................................................................................................... III TABLE OF FIGURES..............................................................................................................................VI GLOSSARY.............................................................................................................................................VII ABSTRACT...............................................................................................................................................IX 1 INTRODUCTION............................................................................................................................... 1 1.1 OBJECTIVE AND METHODOLOGY .................................................................................................... 2 1.2 STRUCTURE OF THE THESIS ............................................................................................................ 2 2 TECHNOLOGY ROADMAPPING.................................................................................................. 5 2.1 TECHNOLOGY MANAGEMENT ........................................................................................................ 5 2.2 WHAT IS ROADMAPPING / A ROADMAP? ......................................................................................... 7 2.3 WHY ROADMAPPING? .................................................................................................................. 12 2.4 CREATING A TECHNOLOGY ROADMAP......................................................................................... 14 2.5 NEGATIVE ASPECTS...................................................................................................................... 16 3 CO-OPERATION ............................................................................................................................. 17 3.1 WHAT IS CO-OPERATION? ............................................................................................................ 17 3.2 SEQUENTIAL CO-OPERATION........................................................................................................ 20 3.3 PARALLEL CO-OPERATION ........................................................................................................... 21 3.4 REASONS, RISKS AND SUCCESS FACTORS TO CO-OPERATING AND PARTNERING.......................... 22 4 ANALYSIS WITH THE TAO MODEL ......................................................................................... 25 4.1 EXPLANATION OF THE TAO MODEL............................................................................................. 25 4.2 VALUE CREATION ........................................................................................................................ 28 4.3 CO-OPERATION AND THE TAO MODEL......................................................................................... 29 4.4 TRM PLACED IN THE TAO MODEL .............................................................................................. 32 5 THEORETICAL APPROACH........................................................................................................ 37 5.1 MOTIVATION FOR CO-OPERATIVE TRM ....................................................................................... 37 5.1.1 Sequential co-operation ............................................................................................................. 38 TOA iii
Co-operative Technology Roadmapping 5.1.2 Parallel co-operation................................................................................................................. 41 5.1.3 General Drivers ......................................................................................................................... 42 5.2 VALUE CREATION THROUGH CO-OPERATIVE TECHNOLOGY ROADMAPPING ................................ 43 5.2.1 Real Options Theory .................................................................................................................. 44 5.2.2 Real Options and Emerging Technologies................................................................................. 45 5.2.3 Real Options and Co-operative Technology Roadmapping ....................................................... 47 5.3 WAYS AND RISKS OF CO-OPERATIVE TECHNOLOGY ROADMAPPING ............................................ 51 5.3.1 Introducing co-operative Technology Roadmapping................................................................. 51 5.3.2 Structure of the co-operative roadmap(ping process)................................................................ 52 5.3.3 Potential risks and problems...................................................................................................... 53 6 SITUATIONS IN PRACTICE......................................................................................................... 55 6.1 EXAMPLES OF SEQUENTIAL CO-OPERATION IN TRM.................................................................... 55 6.1.1 Motorola..................................................................................................................................... 55 6.1.2 Philips........................................................................................................................................ 58 6.1.3 Supplier Integration for Product Development.......................................................................... 59 6.1.4 AT&T.......................................................................................................................................... 61 6.2 EXAMPLES OF PARALLEL CO-OPERATION IN TRM ....................................................................... 62 6.2.1 SIA.............................................................................................................................................. 62 6.2.2 IMTR .......................................................................................................................................... 63 6.2.3 MATI .......................................................................................................................................... 66 6.2.4 Vision2020 ................................................................................................................................. 67 6.3 CONCLUSIONS OUT OF PRACTICE ................................................................................................. 68 6.3.1 Sequential relationships............................................................................................................. 68 6.3.2 Parallel relationships................................................................................................................. 69 7 CONCLUSION.................................................................................................................................. 72 7.1 EVALUATION OF THEORY AND PRACTICE ..................................................................................... 72 7.2 CONCLUSION ............................................................................................................................... 74 7.3 RECOMMENDATIONS.................................................................................................................... 76 REFERENCES.......................................................................................................................................... 78 TOA iv