A Model of Technology Strategy Development Based on Hill’s Manufacturing Strategy Model - PowerPoint PPT Presentation

Slide1 l.jpg
Download
1 / 12

A Model of Technology Strategy Development Based on Hill’s Manufacturing Strategy Model Aryantono Martowidjojo <aryantono@strath.ac.uk> Supervisor: Prof. Allan S. Carrie DMEM DMEM Background The dynamics of industrial competition require : a dynamic technology strategy development process

I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.

Download Presentation

A Model of Technology Strategy Development Based on Hill’s Manufacturing Strategy Model

An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -

Presentation Transcript


Slide1 l.jpg

A Model of Technology Strategy Development

Based on Hill’s Manufacturing Strategy Model

Aryantono Martowidjojo

<aryantono@strath.ac.uk>

Supervisor: Prof. Allan S. Carrie


Background l.jpg

DMEM

DMEM

Background

  • The dynamics of industrial competition require:

    • a dynamic technology strategy development process

    • technology strategy which focuses on competitive advantage

  • Issues:

    • linking corporate strategy and technology strategy

    • the structure of technology strategy

    • the market pull versus technology push


Theoretical background l.jpg

Theoretical Background

Finding the theory that provide analytical foundation for creating corporate strategy and technology strategy

Finding the similar approach to technology strategy in manufacturing field

Converting the selected manufacturing strategy model


The elements of a business design l.jpg

The Elements of a Business Design

  • Customer Selection and Value Proposition.

  • Value Capture/Profit Model.

  • Strategic Control.

  • Scope of Operations.

  • Organizational Systems.


Hill s manufacturing strategy model l.jpg

Learning from Manufacturing Strategy Field

Hill’s Manufacturing Strategy Model

Hill’s Manufacturing Strategy Model

1. Corporate Objectives

2. Marketing Strategy

3. How do products win orders?

Manufacturing Strategy

4. Process Choice

5. Infrastructure

  • Growth

  • Survival

  • Profit

  • Return on investment

  • Other financial measures

  • Choices of alternative processes

  • Trade-off embodied in the process choice

  • Role of inventory in the process configuration

  • Process positioning

  • Capacity

  • Size

  • Timing

  • Location

  • Function support

  • Manufacturing planning and control systems

  • Manufacturing systems engineering

  • Quality assurance and control

  • Clerical procedures

  • Work structuring

  • Organisational structure

  • Payment systems

  • Product markets and segments

  • Range

  • Mix

  • Volumes

  • Standardisation versus customisation

  • Level of innovation

  • Leader versus follower alternatives

  • Price

  • Conformance quality

  • Delivery;

    • Speed

    • Reliability

  • Colour range

  • Product range

  • Design

  • Brand image

  • Technical support


Converting hill s manufacturing strategy model to create a technology strategy model l.jpg

Converting Hill’s Manufacturing Strategy Model to create a Technology Strategy Model

What is needed in order to adapt manufacturing strategy model:

  • Corporate objective - business strategy

  • Marketing strategy - strategic advantage

  • How products win orders - how technology adds enhanced value

  • The conversion of:

Manufacturing Strategy = Process Choice + Infrastructure

Technology Strategy = Technology Portfolio + Technology Management


Slide7 l.jpg

DMEM

DMEM

Effective Technology Strategy

Competitive strategy

The role of technology

Value captured

Strategic Advantage

the innovator’s

share

Value created

How do technologies create value

Tech. Portfolio + Tech. Management


Technology strategy model l.jpg

New Technology Strategy Model

Technology Strategy Model

Technology Strategy

1. Corporate Objectives

2. Strategic Advantage

3. Technology Advantage Criteria

4. Technology Portfolio

5. Technology Management

  • Select the competitive strategy:

    • product leadership

    • customer intimacy

    • operational excellence

  • The business strategy:

    • mission

    • strategic action programs

    • the role to be played by technology

    • the aggressiveness of innovation

  • The mode of competitive advantage:

    • Price

    • Quality – Cost

    • Know-how

    • Timing

  • Selection of technology trajectory:

    • Science based

    • Specialised supplier

    • Scale intensive

    • Information intensive

    • Supplier dominated.

  • How different technologies create enhanced value

    • Rivalry Stance

    • Value Chain Stance

    • Scope

    • Depth.

  • Core technologies

  • Type of innovation

  • Rate of innovation

  • R&D programmes

  • Investment levels

  • Risks

  • The implementation requirements:

  • R&D investment

  • People and competence development

  • Organisational structure

  • Acquisition, exploitation and protection methods.


Case study background l.jpg

DMEM

DMEM

Case Study - Background

  • Name: Vought Aero Products HBS 9-687-008, 1995

  • Product: Military aeroplanes (since World War I)

  • Problems: Lack of major contracts in the late 1970s

  • Competencies: Design and Building whole aeroplane and their weapon systems

    • expert in the development and fabrication of advance material composite

    • leader in vibro-acoustics

  • Competitors: Many


  • Case study application of model l.jpg

    DMEM

    DMEM

    Case Study - Application of Model

    • A. Corporate Objectives

    • Adapt "near prime" business strategy

    • Operational excellence strategy + customer intimacy.

    • B. Strategic advantage

    • Gain know-how advantage technological niches

    • Move from a specialist supplier to between a specialist supplier and scale intensive

    Centre for Strategic Manufacturing

    • C. Technological Advantage criteria

    • Narrower and Deeper

    • Better service to customers


    Slide11 l.jpg

    DMEM

    DMEM

    Case Study - Application of Model

    • A. Corporate Objectives

    • Adapt "near prime" business strategy

    • Operational excellence strategy + customer intimacy.

    • B. Strategic advantage

    • Gain know-how advantage technological niches

    • Move from a specialist supplier to between a specialist supplier and scale intensive

    • C. Technological Advantage criteria

    • Narrower and Deeper

    • Better service to customers

    D. Technology Portfolio

    Two niches: the fabrication of large, complex-contour, advanced fibre composite parts, and high-throughput machining of large, complex geometry titanium parts.

    Centre for Strategic Manufacturing

    • E. Technology Management

    • Transform the existing core skills form original engineering to manufacturing and detailed engineering within customers' designs.

    • Invest in R&D in these niche technologies


    Conclusions l.jpg

    Conclusions

    • The model captures key factors to guide the technology strategy development process

    • Technology Strategy =Technology Portfolio + Technology Management

    • Linking Corporate Objective and Technology Strategy via Competitive Advantage


  • Login