5. Nov. 2007
TechnologieInnovationsmanagement
Technology Strategy
Lilly Epple, Steffen Golz, und Julian Spruck
5. Nov. 2007
TechnologieInnovationsmanagement
Agenda
1. Strategy
2. Types of strategy
a)
b)
c)
Business strategy
Technological strategy
Product/innovation strategy
3. Conclusion
5. Nov. 2007
TechnologieInnovationsmanagement
What is Strategy?
l Definition:

Decisions made in strategic management are
crucial for the existence and the future (longterm) development of an organisation

Creating a framework for operational
management decisions
5. Nov. 2007
TechnologieInnovationsmanagement
Types of Strategy

Dell – best computer
company in the world

VW – Lupo as
licence for Seat

Toyota – first to sell
hybrid-cars
Business strategy
Functional/
Technological strategy
Product/
Innovation strategy
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TechnologieInnovationsmanagement
Business Strategy
l Ansoff Product-Market Matrix
Product or service
Present
New
Old
Market Penetration
Product
development
New
Market
development
Diversification
Market
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TechnologieInnovationsmanagement
Business Strategy
l Porter‘s generic strategies

Aldi

Apple

Zeppelin
Cost leadership
Differentiation
Focus
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TechnologieInnovationsmanagement
Functional/Technological Strategy
l
l
l
l
Selection
Acquisition
Development
Exploitation


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Internal
External
TechnologieInnovationsmanagement
Product/Innovation Strategy
First mover
Follower
l entry barriers for followers
l switching costs
l brand loyalty
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l cost reduction
l risk reduction
l knowledge spillovers
TechnologieInnovationsmanagement
Conclusion
l Strategies on different levels have to fit
together
l Strategies have to fit the market
l Strategies have to fit the product
l Clear Strategy has to be defined
5. Nov. 2007
TechnologieInnovationsmanagement