Fraunhofer IAO, Germany
Developing Integrated Business and Technology Strategies
NITM International Seminar Series
A series of Seminars for Executives & Managers
NITM, Dublin, September 17th, 2003
Frank Wagner & Flavius Sturm
Fraunhofer Institute for Industrial Engineering
© Fraunhofer IAO Stuttgart / IAT Universität Stuttgart
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Agenda
 Introduction
 Strategic Management for SMEs
“Navigating in Turbulent Times”
 Business and Technology Strategies
 Portfolio, Balanced Scorecards and other Tools
 How Scenarios and Roadmaps can help (Cases)
 Business and Technology Scouting
© Fraunhofer IAO Stuttgart / IAT Universität Stuttgart
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Context of the Seminar
In today’s business environment it is no longer sufficient for
high-tech and service-oriented companies to develop detailed
business strategies and hope that their technologies will
suffice. To compete successfully companies must develop
highly integrated business and technology strategies.
This seminar will address this difficult but critical issue.
© Fraunhofer IAO Stuttgart / IAT Universität Stuttgart
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Objectives of the Seminar
To demonstrate the latest approaches, methods,
tools and business cases that enable small and
medium sized enterprises to develop integrated
business and technology strategies in an
effective and efficient way.
© Fraunhofer IAO Stuttgart / IAT Universität Stuttgart
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Objectives of the Seminar
 Create awareness for the challenges of strategic management in
SMEs
 Give an overview on technology and business strategy
development
 Give an overview on innovative methods and tools
 Describe diverse case studies and lessons learned
 Give an overview on early warning systems
© Fraunhofer IAO Stuttgart / IAT Universität Stuttgart
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Fraunhofer-Gesellschaft
zur Förderung der angewandten Forschung e.V.
President of the Fraunhofer-Gesellschaft:
Prof. Dr.-Ing. habil. Prof. e.h. Dr. h.c.
Hans-Jörg Bullinger
Profile:
Founded: 1949
Staff: 12 000 (2002)
Research volume: 1 billion Euro (2002)
57 research establishments, operating
as independent »Profit-Centers«
© Fraunhofer IAO Stuttgart / IAT Universität Stuttgart
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About … Fraunhofer Society
Joseph von Fraunhofer (1787 – 1826)
Successful researcher, inventor
and entrepreneur
Establishing a connection
between basic research,
practical application and
commercialisation
Shining example for work in
applied research
© Fraunhofer IAO Stuttgart / IAT Universität Stuttgart
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Fraunhofer-Gesellschaft
zur Förderung der angewandten Forschung e.V.
Research fields:
© Fraunhofer IAO Stuttgart / IAT Universität Stuttgart
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Materials technology, component behavior
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Production technology, manufacturing engineering
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Information and communications technology
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Microelectronics, microsystems technology
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Sensor systems, testing and measurement
technology
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Process technology
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Energy and building technology
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Environmental and health research
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Technical and economic studies
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Information transfer
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About … Fraunhofer Society
Locations of Fraunhofer-Gesellschaft
Fraunhofer-Establishments abroad:
Fraunhofer USA with locations in
– Boston (Massachusetts)
– Pittsburgh (Pennsylvania)
– Plymouth (Michigan)
– Providence (Rhode Island)
– Newark (Delaware)
– College Park (Maryland)
– Peoria (Illinois)
Fraunhofer associated offices in
Asia:
– Beijing (China)
– Singapore
– Jakarta (Indonesia)
– Tokio (Japan)
© Fraunhofer IAO Stuttgart / IAT Universität Stuttgart
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Fraunhofer-Institut für Arbeitswirtschaft und
Organisation IAO
Fraunhofer Institute for Industrial Engineering
Institut für Arbeitswissenschaft und Technologiemanagement IAT
Universität Stuttgart
Institute for Human Factors and Technology Management
of the University of Stuttgart
Head of both Institutes: Prof. Dr.-Ing. Dieter Spath
Profile:
Founded: 1981 (IAO) resp. 1991 (IAT)
Staff: 257 (2002)
Research volume: 31,7 million Euro (2002)
Location: Stuttgart
Web-site: www.iao.fraunhofer.de,
www.iat.uni-stuttgart.de
© Fraunhofer IAO Stuttgart / IAT Universität Stuttgart
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11%
41%
48%
About … Fraunhofer IAO
Research Volume: 33,5 million euro*
Contract research from
private industry
11 %
Basic financing
and special funds
48 %
41 %
Project financing
from federal and regional
government and the
European Union
*2001, inclusive IAT
© Fraunhofer IAO Stuttgart / IAT Universität Stuttgart
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Fraunhofer IAO and IAT University of Stuttgart Competencies
Products
Branches
E-Procurement
Financial Service Providers
Printing and publishing Industry
Public Service Providers
Production Companies
Public Health
Service Management,
Software Production
Human Resource Management
New Work,
Production Management
R&D Management
Service Economy
Software Management
Business Process Intranet, Customer Management
Enterprise Networking, Environmental
Management, Human Engineering,
Information Engineering, Innovation
Management, Learning Concepts,
Multimedia Business Management,
New Business Development,
Sales Information Systems,
Service Engineering,
Service Portfolios,
Technology
Usability Engineering
Management
Technologies
Processes
© Fraunhofer IAO Stuttgart / IAT Universität Stuttgart
Electronic Business, E-Production
Information Systems
Rapid Product Development
Software Technology
Knowledge Transfer
Virtual Environments
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About … Fraunhofer IAO
Demonstration Centers and Labs
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© Fraunhofer IAO Stuttgart / IAT Universität Stuttgart
Business TV
Customer Care Center Baden-Württemberg
PDM Consulting Center
E-Factory
Electronic Commerce Center Stuttgart
Engineering Innovation Lab (EIL)
Engineering Knowledge Management System
(EKMS)
Enterprise Process Management Labor
Ergonomics Laboratories
Office Innovation Center (OIC)
»HyPl 6« (6-sided-CAVE)
Rapid Product Development
Software Management
Tele-Cooperation Laboratory
Usability Labor
Virtual Reality Lab (VR-Lab)
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About … The Competence Centre R&D Management
Number of Employees: 22 Researchers and 30 Research Assistants
Fields of Activity et al:
- Strategy development and implementation
- Project Management & Controlling
- Business Re-Engineering
- Engineering Life-Cycle Management
- R&D Assessment & Performance
- Information and Communication Technology
- Concurrent and Systems Engineering
- Innovation Management
- Knowledge Management
- International Project Management
www.rdm.iao.fhg.de
© Fraunhofer IAO Stuttgart / IAT Universität Stuttgart
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About … CC R&D MANAGEMENT
1995: Development of fundamentals for a modern simultaneous, integrated and
standardised product development
1997: Strategic reorganisation of the entire product development (processes,
project management and IT-infrastructure) at LG Electronics, Korea
1998: Development of a navigation environment ("war room") at the BMW
AG for the co-ordination of the development of BMW X5
1998 and 1999: conception of a central pre-development for the entire Temic
Telefunken GmbH
1999: Reorganisation of product development processes at Moxy
1999: Development of an operative project management tool based on degrees
of product maturity for Robert Bosch GmbH
1999-2001: Airbus A380: development of a Concurrent Engineering Reference
framework for a decentral and interdisciplinary product development
Since 2000: Development of an innovative Performance Management System for
the new product development in co-operation with leading companies, e.g.
Skandia and ECI Telecom Ltd.
© Fraunhofer IAO Stuttgart / IAT Universität Stuttgart
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About … CC R&D MANAGEMENT
© Fraunhofer IAO Stuttgart / IAT Universität Stuttgart
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About … the Speakers
Dipl.-Ing. Frank Wagner
Frank.Wagner@iao.fhg.de
Head of Competence Center R&D-Management
Dipl.-Ök. Flavius Sturm
Flavius.Sturm@iao.fhg.de
Researcher, R&D Management
© Fraunhofer IAO Stuttgart / IAT Universität Stuttgart
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