Prof. Fritz Fahrni, PhDTechnology Management and Entrepreneurship
Swiss FederalInstitute of TechnologyZurich
Innovation
and
Technology Management
AIM Conference, June 28th - July 1st, 2001, Madrid
Fritz Fahrni
Prof. Fritz Fahrni, PhDTechnology Management and Entrepreneurship
Swiss FederalInstitute of TechnologyZurich
Technology Revolution and Changes in Economy
1. New Economy What is it?
2. Old Economy So what?
3. The Role of Innovation
4. The Role of Technology
5. Implication for Management
Prof. Fritz Fahrni, PhDTechnology Management and Entrepreneurship
Swiss FederalInstitute of TechnologyZurich
The New Economy
12191e
New E
conom
y
Inte
rnet
Microsoft
B to V
Nasdaq
Com·
AOLNetscape
New Markets
dynamic
Growth
Prof. Fritz Fahrni, PhDTechnology Management and Entrepreneurship
Swiss FederalInstitute of TechnologyZurich
Driving Technology in the New Economy
12193b-e
Time
Product-/Market-Success
1970 2001 2030
Com Developer·
New Dealingwith Knowledge
Com User·
Com Supporter·Traditional
Dealing with Knowledge
Prof. Fritz Fahrni, PhDTechnology Management and Entrepreneurship
Swiss FederalInstitute of TechnologyZurich
Technology Revolution and Changes in Economy
1. New Economy What is it?
2. Old Economy So what?
3. The Role of Innovation
4. The Role of Technology
5. Implication for Management
Prof. Fritz Fahrni, PhDTechnology Management and Entrepreneurship
Swiss FederalInstitute of TechnologyZurich
The Old Economy (1)
12195-e
Slow Growth
Low Tech
backw
ard
Salary dumping
Restructuring
Mergers
Shifting to lowcost countries
Non-attractive
Closing sites/factories
Prof. Fritz Fahrni, PhDTechnology Management and Entrepreneurship
Swiss FederalInstitute of TechnologyZurich
Basic Human Needs (Maslow) Our Markets
12197-e
Communication Mobility Energy/...
Food Clothing Housing Health Safetyphysiological
spiritual/philosophical
Self-fullfilment
Leasure timePleasure Recognition...
...Adventure
Prof. Fritz Fahrni, PhDTechnology Management and Entrepreneurship
Swiss FederalInstitute of TechnologyZurich
Technology Revolution and Changes in Economy
1. New Economy What is it?
2. Old Economy So what?
3. The Role of Innovation
4. The Role of Technology
5. Implication for Management
Prof. Fritz Fahrni, PhDTechnology Management and Entrepreneurship
Swiss FederalInstitute of TechnologyZurich
Grow/Renew or Die?
?
14605-e
Prof. Fritz Fahrni, PhDTechnology Management and Entrepreneurship
Swiss FederalInstitute of TechnologyZurich
What is the Right R&D Investment?
10589e
-50,0%
+50,0%
-50,0%
+50,0%
Annual Change in R&D intensity (92-97)
Annual Change in Market Value(Standardized, 92-97)
Source: Mercer
Prof. Fritz Fahrni, PhDTechnology Management and Entrepreneurship
Swiss FederalInstitute of TechnologyZurich
Success = Ability to Innovate
14612-2e
time
Product-/Market-Success
Prof. Fritz Fahrni, PhDTechnology Management and Entrepreneurship
Swiss FederalInstitute of TechnologyZurich
To change the rules = to escape the common belief
14624e
CorporateNet
Internet(Netscape, Sun)
Sick PatientHealthy Patient(Health Care)
Sport-Event
Media Event(Olympic Games)
Fashion
Logistics(Benetton)
Toy Store Corner
Dept. Store for Children(Toys´R´us)
Prof. Fritz Fahrni, PhDTechnology Management and Entrepreneurship
Swiss FederalInstitute of TechnologyZurich
Entrepreneurial Success: Technology AND Market Management
12129a-e
To recognize
Customer‘sNeeds
x
Success
=
To putto use
Technology
Prof. Fritz Fahrni, PhDTechnology Management and Entrepreneurship
Swiss FederalInstitute of TechnologyZurich
Technology Revolution and Changes in Economy
1. New Economy What is it?
2. Old Economy So what?
3. The Role of Innovation
4. The Role of Technology
5. Implication for Management
Prof. Fritz Fahrni, PhDTechnology Management and Entrepreneurship
Swiss FederalInstitute of TechnologyZurich
Technology in the Machinery Industry (1)
12194-4e
Metal forming Casting Steam EnginesForgeing Jet Engines
??
Shaping Turning, Drilling PumpsEroding Printing Machines
Car EnginesWeaving Machines
Coating Plasma Spray Construction MaterialsVacuum Vapor Space Shuttle
Fuel CellsArtifical Joints
Micro Photography MissilesTechnology Edging Electronic Print
Nano- Atomic Tunnel Microscopetechnology Structures Nanopumps
Surfaces
Prof. Fritz Fahrni, PhDTechnology Management and Entrepreneurship
Swiss FederalInstitute of TechnologyZurich
12250
Prof. Fritz Fahrni, PhDTechnology Management and Entrepreneurship
Swiss FederalInstitute of TechnologyZurich
12265
Prof. Fritz Fahrni, PhDTechnology Management and Entrepreneurship
Swiss FederalInstitute of TechnologyZurich
Life Cycle of a Key Capability
12122-2e
• broad, innovative, creative• Functionality• 70% of the cost are built-in• Q-Basis-fixed
Product Develop-ment and Concept for Processes
• focus• operationalize• expand• minimize process cost
Product and Process Improvements
• optimize• customize• cost efficiency
Product and Process- Optimization
Start-up Growth Maturity
Prof. Fritz Fahrni, PhDTechnology Management and Entrepreneurship
Swiss FederalInstitute of TechnologyZurich
Renewal of Key Capabilities
12247e
through combining (Bundling)
old AND new technologies bring success
entrepreneurial challenge
Examples: Food Industry
Building Industry, Clothing Industry
Health-Industry
Communication: Print Technology
Prof. Fritz Fahrni, PhDTechnology Management and Entrepreneurship
Swiss FederalInstitute of TechnologyZurich
Technology Revolution and Changes in Economy
1. New Economy What is it?
2. Old Economy So what?
3. The Role of Innovation
4. The Role of Technology
5. Implication for Management
Prof. Fritz Fahrni, PhDTechnology Management and Entrepreneurship
Swiss FederalInstitute of TechnologyZurich
Technology and Innovation
12047e
Entreprise
Management
Entrepreneurial Challenge
Technology-Management
„Environment“ „Environment“
Finance
Customer/Market
Technology
Prof. Fritz Fahrni, PhDTechnology Management and Entrepreneurship
Swiss FederalInstitute of TechnologyZurich
The new Entrepreneurial Challenge
12249e
New Entrepreneurs needed
Success is based on:
- much more knowledge and knowhow
- new technologies
- new methods and tools
- new competitive dimensions
- with „same“ human beings
- with same values
Prof. Fritz Fahrni, PhDTechnology Management and Entrepreneurship
Swiss FederalInstitute of TechnologyZurich
Steps Within the Knowledge-Creation Process
12379e
Knowledge Enabling: The Knowledge-Creation Steps
Sharing
Tacit
Knowledge
1
Creating a
Concept
2
Justifiying a
Concept
3
Building a
Prototype
4
Cross-
Leveling
Knowledge
5
Prof. Fritz Fahrni, PhDTechnology Management and Entrepreneurship
Swiss FederalInstitute of TechnologyZurich
Knowledge Enablers
12380e
A) Instill / Maintain Curiosity and Vision
B) Manage Conversation
C) Mobilize Activists
D) Create the Right Context
E) Globalize Local Knowledge
Knowledge Enabling: The Knowledge-Enablers
Prof. Fritz Fahrni, PhDTechnology Management and Entrepreneurship
Swiss FederalInstitute of TechnologyZurich
Knowledge Enabling: The 5x5 Grid
13402e
Kn
ow
led
ge
En
able
rs
Knowledge-Creation Steps
Sharing
Tacit
Knowledge
Creating a
Concept
Justifiying a
Concept
Building a
Prototype
Cross-Leveling
Knowledge
Instill a Curiosity
ManageConversation
Mobilize Activists
Create the RightContext
Globalize LocalKnowledge
= Strong Impact = Impact
The Dots Indicate Those Steps Within the Knowledge-Creation Process,That Have a Strong Impact on the Knowledge Enablers.
Prof. Fritz Fahrni, PhDTechnology Management and Entrepreneurship
Swiss FederalInstitute of TechnologyZurich
Quality of Leadership
12041e
Styles of Leadership
C ommand
C ontrol
C orrect
„Conservative“
C ontext
C ulture
C ommunication
„Innovative“
Prof. Fritz Fahrni, PhDTechnology Management and Entrepreneurship
Swiss FederalInstitute of TechnologyZurich
Consequences for Entrepreneurship
12298e
Customers
Command /Control
conservative
Customers
GoalsValues & Attitude
Co-owner
innovative
Prof. Fritz Fahrni, PhDTechnology Management and Entrepreneurship
Swiss FederalInstitute of TechnologyZurich
From Quality to Business Excellence
12124-3be
Leadership CorporateCulture
Co-workers
RessourcesShareholders
ConsumerSatisfaction
MissionVision
StrategyStructure
Enablers Results
Sustainable,appropriate
profit
Team- andperformance-
oriented
Society andresponsiblity
Prof. Fritz Fahrni, PhDTechnology Management and Entrepreneurship
Swiss FederalInstitute of TechnologyZurich
Key Elements of Corporate Culture
speedinnovation
learning
Business
Innovator
self-confidence
simplicity
accountability
12099-2be
competence
Prof. Fritz Fahrni, PhDTechnology Management and Entrepreneurship
Swiss FederalInstitute of TechnologyZurich
Summary and Trends
12198-e
1. Incororate ICT = .com – user
2. Innovation = 1% Inspiration + 99% Perspiration
3. Market Pull x Technology Push = Success
4. Technology Mgmt + Enabling Knowledge Transfer
5. ccc .... CCC
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