Master’s thesis seminar Technology strategy for a customer-owner dependent firm intending to expand to new markets Author: Juhana Francke Supervisor: Prof.

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Presentation transcript:

Master’s thesis seminar Technology strategy for a customer-owner dependent firm intending to expand to new markets Author: Juhana Francke Supervisor: Prof. Raimo Kantola Instuctor: M.Sc. Antti Alarotu

Contents Objectives Target firm introduction Theoretical background and methodology Work phases Strategic technology areas and objectives Technology strategy process Conclusion

Objectives of the thesis How the strategic and operative management of technology could be organized in the target firm What technology strategic objectives should the target firm have

The target firm 115 employees, turnover ~17 M€ (2002) 95 % of turnover comes from one customer Largest customer had majority of shares (60%) The firm was sold to Novo Group plc. 5/2003

Theoretical background Macroeconomic factors End user’s needs Competition in industry Legislation Technology new entrants Product substitutes Suppliers Customer Firm Core competence, dynamic capabilities

About technology strategy First definitions in mid 80’s Process approach Responsibilities technology portfolio, technological capabilities, development and positioning technology

Responsibilites of technology strategy Source: Sjöman (2001)

Work phases Technology audit: the firm’s technologies were identified and analyzed Gaps and their causes in firm’s technological capabilities were identified Technology classification Trend identification, market analysis and competitive environment Definition of technology strategy process and strategic objectives

Strategic technology areas Spearhead technologiesKey technologiesEnabling technologies Usability layerSoftware development Programming tools, application servers etc. Service ApplicationSystems Integration PlatformSystems management Operating systems, devices etc. Integration Infrastructure

Technology-strategic objectives Deepen knowledge in Internet based software development supporting systems integration Concentrate on systems integration Maintain systems management related knowledge Active follow up of mobile systems Increase cohesion in all strategic technology areas through training, employee turnover.

Technology strategy process Resources, capabilities Objectives Customer’ s needs Trends Technology portfolio Strategic technology area 1. Strategic technology area n. Firm’s technologies Technolog y recom- mendation s Roadmaps Scenarios External environment Business strategy Guide and shape Are included in Defines Sets Define

Conclusion The choice to expand to new markets will be extremely challenging By formalizing technology management the firm may be able to maintain its technological capabilities This thesis has provided the firm a starting point