|| MAS MTEC Managing the Technology-Driven Enterprise – SS2015 High ‐ Tech Industry Chapter Group Gamma: D. Dürrenmatt, I. Höhener, M. Knuchel, J. Imhof, Ch. Tschumi1 Source:

|| MAS MTEC Managing the Technology-Driven Enterprise – SS Introduction 2.Fuel Cells 3.Microprocessors 4.Speed of High-Tech 5.Subsidies Group Gamma: D. Dürrenmatt, I. Höhener, M. Knuchel, J. Imhof, Ch. Tschumi2 High-Tech Industry

|| MAS MTEC Managing the Technology-Driven Enterprise – SS Group Gamma: D. Dürrenmatt, I. Höhener, M. Knuchel, J. Imhof, Ch. Tschumi3 Aerospace Automotive industry Artificial intelligence (AI) Biotechnology Computer engineering Computer science & IT Nano- technology Nuclear physics Photonics Robotics Semiconductor Tele- communication  Freezing rate doesn’t drop down to zero Source: Wikipedia Source: Wikipeia

|| MAS MTEC Managing the Technology-Driven Enterprise – SS Group Gamma: D. Dürrenmatt, I. Höhener, M. Knuchel, J. Imhof, Ch. Tschumi4 GDP expenditure on R&D in % Source: Eurostat, OECD R&D intensity is the ratio of expenditures by a firm on research and development to the firm's sales Total R&D expenditure as a % of GDP < 0,5 % 0.5 – – – 3.0 > 3.0 Source: Eurostat “Research_and_innovation_statistics_at_regional_level”,ec.europa.eu Regional Innovation Performance Very low performance Low performance Moderate performance High performance Very high performance Investment R & D

|| MAS MTEC Managing the Technology-Driven Enterprise – SS Group Gamma: D. Dürrenmatt, I. Höhener, M. Knuchel, J. Imhof, Ch. Tschumi Otto engine, Petrol powered 1927 World speed record: still steam-powered cars! 1930 Great Depression 2015 Looking for oil substitution Source: Wikipedia Source: ozebook.com To much already invested in dominant design Source: cartalk.com 2016 Toyota Mirai FCV Fuel Cell System - YouTube#

|| MAS MTEC Managing the Technology-Driven Enterprise – SS Group Gamma: D. Dürrenmatt, I. Höhener, M. Knuchel, J. Imhof, Ch. Tschumi6 Fuel Cell as typical example of a high-tech: Improves fastHuge market potential Investments from government & industry Needed not only for product itself but also in processes Better technology prevails (Performance/$) Close to science & driven by engineering High production costs Storage and distribution of high explosive hydrogen

|| MAS MTEC Managing the Technology-Driven Enterprise – SS Group Gamma: D. Dürrenmatt, I. Höhener, M. Knuchel, J. Imhof, Ch. Tschumi7 Development of the Computer industry An example how co-opetition can benefit all market players An example how over time the business model changes from vertical competition to horizontal competition An example for over-engineering Source Source:

|| MAS MTEC Managing the Technology-Driven Enterprise – SS Group Gamma: D. Dürrenmatt, I. Höhener, M. Knuchel, J. Imhof, Ch. Tschumi8 Development of the life cycles High-tech speed is usually very fast But it slows done There is nothing as old as a processor when the next model is about to be released Dominant designs can be outdated really fast An example for fast change An example for over-engineering Source: Source: McGrath, M. E. (1995). Product strategy for high-technology companies. New York: Richard Irwin, Inc

|| MAS MTEC Managing the Technology-Driven Enterprise – SS Group Gamma: D. Dürrenmatt, I. Höhener, M. Knuchel, J. Imhof, Ch. Tschumi9 Development of copycats An example for a positive externality in the computer industry and one of the arguments for subsidizing – Internet. An example for copycat ( IBM compatible PC’s ) And yes it is an ultrabook ! Source: Source: An example for fast follower Source:

|| MAS MTEC Managing the Technology-Driven Enterprise – SS Group Gamma: D. Dürrenmatt, I. Höhener, M. Knuchel, J. Imhof, Ch. Tschumi10 Subsidies: Positive externalities : ¥1000 = €7.70 Source: Going even further by 2025: 100,000 hydrogen passenger vehicles 100 hydrogen buses 80 refueling stations  ¥ 3m (€ 23k) for buyers of fuel-cell vehicles  >80 % of costs of building hydrogen stations Source: Toyota Mirai FCV Fuel Cell System Japan’s 2020 strategy for Tokyo: 32 hydrogen stations 6000 hydrogen cars on the road  ¥ 45.2bn (€ ~348m) for fuel-cell vehicles and hydrogen stations of alternative fuels

|| MAS MTEC Managing the Technology-Driven Enterprise – SS Group Gamma: D. Dürrenmatt, I. Höhener, M. Knuchel, J. Imhof, Ch. Tschumi11 Subsidies: International trade Source: First mover advantage Funding through military contracts and tax breaks R&D supported by NASA Catch-up race / copycat Official subsidies by European governments Strategic R&D level of nation  beggar-thy-neighbor policy

|| MAS MTEC Managing the Technology-Driven Enterprise – SS2015 superior Group Gamma: D. Dürrenmatt, I. Höhener, M. Knuchel, J. Imhof, Ch. Tschumi12 Subsidies & Politics new demand cleanefficient high value new jobs Bacon’s Linear Model (16th century) Source: Growth Through Innovation: Managing the Technology-Driven Enterprise (Boutellier, Heinzen; 2014)Source: Alternative: Penalties  Politics decide which technology  Choice of technology by engineers High-Tech