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Technological Myopia (1)

Technological Myopia (1). Recall Marketing Myopia: Failure to see customer-need-oriented business (vs product/service-oriented business) <Too narrowly perceiving their businesses.> What is Technological Myopia? <Too narrowly perceiving the impact/usage of technologies.>

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Technological Myopia (1)

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  1. Technological Myopia (1) • Recall Marketing Myopia: • Failure to see customer-need-oriented business (vs product/service-oriented business) <Too narrowly perceiving their businesses.> • What is Technological Myopia? • <Too narrowly perceiving the impact/usage of technologies.> • Counter example: HP Inkjet die mfg. • External: failure to see how tech. in other industries can affect the company • Internal: failure to appreciate how comp/industry available tech can be applied in a strategic way. • Xerox example. • GM research lab example. Sheu

  2. Technological Myopia: Assessment • How to overcome Technological Myopia? • 4-phase process: assessment, involvement, selection, integration 1) Assessment: measure the degree of T. myopia by Strategic value matrix (fig 2.1) • isolated usage, budget needs, expense needing control <isolated operational tools> • packaged usage, operational plan, necessary expense <organized operational tools> • higher-level mgmt, tactical support for strategic plan, necessary investment <support business/operations> • senior mgmt, strategic usage to support business plan, priority investment <develop business/operations> • Fig. 2.2. Current status of IT use. (McGraw Hill Study) • What is your co. position? Sheu

  3. Degree of T. myopia by Strategic value matrix: strategic usage, develop, business/operations: priority investment support business/ operations, tactical support for str. plan: necessary investment organized operational tools: necessary expense isolated operational tools: expense needing control Other definition: Strategic Offensive Defensive Cost-justified Controlled Comparison of Maturity Level Def. Sheu

  4. Technological Myopia: Involvement 2) Involvement • Ask yourself: What str. approach can give you competitive advantages? • 3 generic strategies w/ permutations • Low cost producer: via: productivity, inventory, material cost, design, ... • Product/service differentiation: via: improved service, distri., quality, design, ... • Niche marketing: via: develop business opportunities, targeting MKT, better service to the niche, … • How can tech help you achieve your strategic advantages? (Use tech to help open up new opportunities.) Sheu

  5. Technological Myopia: Selection 3) Selection: • Select a strategic advantage to exploit. • Choose a strategy that makes sense for your business. • Which box is your strategic focus ? • Is there an opportunity for revolutionary change? • Start small. Use prototype. Sheu

  6. Technological Myopia: Integration 4) Integration: • Integrate technology application to business strategy & corporate culture - not simple. (what is culture?) • The biggest obstacle is corporate culture. Be very sensitive to culture. (BIG deal) • To bring about a revolutionary change, strong TOP mgmt leadership/commitment is needed. • What if CEO does not buy-in? (what is needed?) Sheu

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