1 / 6

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.>

jess
Download Presentation

Technological Myopia (1)

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. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  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

More Related