Technology Platform Exploitation: Definition and Research Boundaries Dominique R. JOLLY and Maryam NASIRIYAR 16th International Conference on Management.

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Presentation transcript:

Technology Platform Exploitation: Definition and Research Boundaries Dominique R. JOLLY and Maryam NASIRIYAR 16th International Conference on Management of Technology, 2007, Miami Beach.

Jolly & Nasiriyar, 16th International Conference on Management of Technology, 2007, Miami Beach.2 Example: Dassault Aviation

Jolly & Nasiriyar, 16th International Conference on Management of Technology, 2007, Miami Beach.3 Example: GEMPLUS … smart card

Jolly & Nasiriyar, 16th International Conference on Management of Technology, 2007, Miami Beach.4 Example: GEMPLUS … smart card

Jolly & Nasiriyar, 16th International Conference on Management of Technology, 2007, Miami Beach.5 Example: GEMPLUS … smart card

Jolly & Nasiriyar, 16th International Conference on Management of Technology, 2007, Miami Beach.6 Theoretical Issues Raised Technology Platform: Kogut & Zander (1992), Kim & Kogut (1996), Chapelet & Tovstiga (1998), Koruna (2004), Osterloff (2005) Diversification Firm’s Resources, Competencies & Capabilities Firm’s Product Portfolio Firm’s Performance Market Opportunities

Jolly & Nasiriyar, 16th International Conference on Management of Technology, 2007, Miami Beach.7 What do we learn from the literature?  Corporate diversification is associated with higher performance when it takes advantage of economies of scope in valuable, rare, and inimitable resources (Barney, 1986; Prahalad and Hamel, 1990; Robins and Wiersema, 1995; Jolly, 2000) Firm’s resources Compe- tences Econom. of scope when diversify Increase of perform.

Jolly & Nasiriyar, 16th International Conference on Management of Technology, 2007, Miami Beach.8 What do we learn from the literature?  Firm's technological resource significantly influences its diversification decisions and is a major source of product diversification and firm growth (Kim and Kogut, 1996; Patel and Pavitt, 1997; Silverman, 1999; Piscitello, 2000) Technological resources Diversification decisions Firm growth

Jolly & Nasiriyar, 16th International Conference on Management of Technology, 2007, Miami Beach.9 Purpose of this paper  PART 1 – CHARACTERIZE THE TECHNOLOGY PLATFORM (TP)  PART 2 – POSITION OF THE TP vis-à-vis: Product platform Core competencies Dynamic capabilities

Jolly & Nasiriyar, 16th International Conference on Management of Technology, 2007, Miami Beach.10  PART 1 – CHARACTERIZE THE TECHNOLOGY PLATFORM (TP)  PART 2 – POSITION OF THE TP vis-à-vis: Product platform Core competencies Dynamic capabilities

Jolly & Nasiriyar, 16th International Conference on Management of Technology, 2007, Miami Beach.11 Authors GEST(1986) Miyazaki (1994) Kim and Kogut (1996) Silverman, (1999) Giget (1999) contributions of previous research in technology platform

Jolly & Nasiriyar, 16th International Conference on Management of Technology, 2007, Miami Beach.12 Authors Technologies characteristics A set of related technological competencies as a platform GEST(1986) Miyazaki (1994) Kim and Kogut (1996) Silverman, (1999) Giget (1999) contributions of previous research in technology platform

Jolly & Nasiriyar, 16th International Conference on Management of Technology, 2007, Miami Beach.13 (1) Related -Common sources -Simultaneous use

Jolly & Nasiriyar, 16th International Conference on Management of Technology, 2007, Miami Beach.14 Authors Technologies characteristics A set of related technological competencies as a platform common base of platform in different product families or SBUs GEST(1986) Miyazaki (1994) Kim and Kogut (1996) Silverman, (1999) Giget (1999) contributions of previous research in technology platform

Jolly & Nasiriyar, 16th International Conference on Management of Technology, 2007, Miami Beach.15 (2) Common base(1) Related

Jolly & Nasiriyar, 16th International Conference on Management of Technology, 2007, Miami Beach.16 Authors Technologies characteristics A set of related technological competencies as a platform common base of platform in different product families or SBUs Distinctiveness of competencies in platform GEST(1986) Miyazaki (1994) Kim and Kogut (1996) Silverman, (1999) Giget (1999) contributions of previous research in technology platform

Jolly & Nasiriyar, 16th International Conference on Management of Technology, 2007, Miami Beach.17 (2) Common base(3) Distinctive(1) Related Competitive markets

Jolly & Nasiriyar, 16th International Conference on Management of Technology, 2007, Miami Beach.18 Authors Technologies characteristicsManagagerial and organizational capability characteristics A set of related technological competencies as a platform common base of platform in different product families or SBUs Distinctiveness of competencies in platform Experience and accumulated knowledge of the firm GEST(1986) Miyazaki (1994) Kim and Kogut (1996) Silverman, (1999) Giget (1999) contributions of previous research in technology platform

Jolly & Nasiriyar, 16th International Conference on Management of Technology, 2007, Miami Beach.19 (4) Experience (2) Common base(3) Distinctive(1) Related Competitive markets

Jolly & Nasiriyar, 16th International Conference on Management of Technology, 2007, Miami Beach.20 Authors Technologies characteristicsManagagerial and organizational capability characteristics A set of related technological competencies as a platform common base of platform in different product families or SBUs Distinctiveness of competencies in platform Experience and accumulated knowledge of the firm Redeployment and reconfiguration of the competencies GEST(1986) Miyazaki (1994) Kim and Kogut (1996) Silverman, (1999) Giget (1999) contributions of previous research in technology platform

Jolly & Nasiriyar, 16th International Conference on Management of Technology, 2007, Miami Beach.21 (4) Experience (2) Common base(3) Distinctive(1) Related Competitive markets (5) Reconfiguration

Jolly & Nasiriyar, 16th International Conference on Management of Technology, 2007, Miami Beach.22 Authors Technologies characteristicsManagagerial and organizational capability characteristics A set of related technological competencies as a platform common base of platform in different product families or SBUs Distinctiveness of competencies in platform Experience and accumulated knowledge of the firm Redeployment and reconfiguration of the competencies Renewal and rejuvenating the competencies GEST(1986) Miyazaki (1994) Kim and Kogut (1996) Silverman, (1999) Giget (1999) contributions of previous research in technology platform

Jolly & Nasiriyar, 16th International Conference on Management of Technology, 2007, Miami Beach.23 (5) Reconfiguration(6) Renew(4) Experience (2) Common base(3) Distinctive(1) Related Competitive markets

Jolly & Nasiriyar, 16th International Conference on Management of Technology, 2007, Miami Beach.24 Sum.: Technology platform features (1/2) Technology platform encompasses a set of technologies: 1- which are related; 2- which are common to different businesses and product families; 3- which are distinctive and can provide competitive advantage.

Jolly & Nasiriyar, 16th International Conference on Management of Technology, 2007, Miami Beach.25 Sum.: Technology platform features (2/2) Firms which exploit the technological competencies as a platform: 3- Have experienced and accumulated knowledge in these technologies. 4- Have the ability to exploit technological assets by reconfiguring and recombining them into new applications and contexts. 5- Renew, rejuvenate and enrich its technological assets to respond market and technological changes.

Jolly & Nasiriyar, 16th International Conference on Management of Technology, 2007, Miami Beach.26  PART 1 – CHARACTERIZE THE TECHNOLOGY PLATFORM (TP)  PART 2 – POSITION OF THE TP vis-à-vis: Product platform Core competencies Dynamic capabilities

Jolly & Nasiriyar, 16th International Conference on Management of Technology, 2007, Miami Beach.27 Research Area Authors Competency characteristicsCompetency management capability characteristics A set of related technological competencies as a platform base common base of platform in different product families or SBUs Distinctiveness of competencies in platform Experience and accumulated knowledge of the firm Redeployment and reconfiguration of the competencies Renewal and rejuvenating the competencies Core competency Prahalad and Hamel (1990) Markides and Williamson (1994) Lei, et al (1996) Product platform Meyer et al (1993) Qingrui et al (2000) Krishnan and Gupta (2001) Halman, et al (2003) Dynamic capabilities Kogut and Zander (1992) Teece, et al (1997) Eisenhardt and Martin, (2000)

Jolly & Nasiriyar, 16th International Conference on Management of Technology, 2007, Miami Beach.28 Product Platform and Technology Platform Common components, modules and parts Product platform Product 1 Product 2 Product 3 Product … A stream of technological resources SBU 2 SBU 1 SBU 3 SBU … Technology platform Product family 1 Product family 2 Technology platform perspective Product platform perspective

Jolly & Nasiriyar, 16th International Conference on Management of Technology, 2007, Miami Beach.29 Overlap between Product Platform, Technology Platform, Core Competencies and Dynamic Capabilities Core Competencies Sharing and renewing core competency in different business units of diversified firms Technology Platform Exploiting and renewing the technological competencies to generate new applications as large as possible Product platfor m Reusing a common base for a product family Dynamic Capabilities Building and reconfiguring competences to address rapidly changing environments

Jolly & Nasiriyar, 16th International Conference on Management of Technology, 2007, Miami Beach.30 Paper’s contribution Technology platform characteristics  Characteristics of technological competencies themselves  Characteristics of organizational and managerial capabilities

Jolly & Nasiriyar, 16th International Conference on Management of Technology, 2007, Miami Beach.31 Conclusion Technology platform is the result of firm’s accumulated knowledge and experience and its capabilities to reconfigure and reused the technological competencies inter-temporally in different core products and businesses. Technology platform encompass the characteristicas of dynamic capabilities and core competencies and applies them for the technological competencies.

Jolly & Nasiriyar, 16th International Conference on Management of Technology, 2007, Miami Beach.32  Thank you for your attention! Dominique R. JOLLY, Professor CERAM Business School BP 085 – 60, rue Dostoïevski SOPHIA-ANTIPOLIS Cédex (France)