BUSINESS DRIVEN TECHNOLOGY

UNIT 5: Transforming Organizations

Unit Five Opening CaseMasters of Innovation, Technology, and

Strategic Vision

Unit Five

• The chapters in this unit include: – Chapter Seventeen – Fostering an Innovative

Organization– Chapter Eighteen – Creating a Wireless Organization– Chapter Nineteen – Building Software to Support an

Agile Organization– Chapter Twenty – Developing a 21st Century

Organization

BUSINESS DRIVEN TECHNOLOGYChapter Seventeen:

Fostering an Innovative Organization

•Polaroid VS one hour processing & digital camera•DEC’s VAX minicom. VS IBM’s mainframe & PC

LEARNING OUTCOMES

17.1 Compare disruptive and sustaining technologies

17.2 Explain the innovator’s dilemma

17.3 Identify the four laws of disruptive technologies and their effects on an organization’s ability to remain competitive

CHAPTER SEVENTEEN OVERVIEW

• What do steamboats, transistor radios, and Intel’s 8088 processor all have in common?

• They are all disruptive technologies. – Disruptive technology – a new way of doing things

that initially does not meet the needs of existing customers

– Sustaining technology – produces an improved product customers are eager to buy, such as a faster car or larger hard drive

CHAPTER SEVENTEEN OVERVIEW

• The Innovator’s Dilemma – book by Clayton M. Christensen that discusses how established companies can take advantage of disruptive technologies without hindering existing relationships with customers, partners, and stakeholders

CHAPTER SEVENTEEN OVERVIEW

• Expected returns on new investments and existing investments

FOCUSING ON THE UNEXPECTED

• One of the biggest forces changing business is the Internet

• Organizations must be able to transform as markets, economic environments, and technologies change

• Focusing on the unexpected allows an organization to capitalize on the opportunity for new business growth from a disruptive technology

FOCUSING ON THE UNEXPECTED

• Companies that capitalized on disruptive technologies

FOCUSING ON THE UNEXPECTED

• The four laws of disruptive technologies1. Organizations depend on customers and

investors for resources – Successful organizations find it difficult to allocate resources for products not inline with mainstream demand

e.g. Quantum 8” build a separate company to commercialize 3.5”

2. Small markets do not meet the growth needs of large organizations – Large organizations typically wait until new markets are “large enough to be interesting” which leaves the door to those quick-acting start-ups.

e.g. Johnson and Johnson maintains 180 autonomous operating companies and has launched products based on disruptive tech.

FOCUSING ON THE UNEXPECTED

• The four laws of disruptive technologies3. It is difficult to analyze a market that does not

exist – It is difficult to gain the essential first-mover advantage when nothing is known about the potential market e.g. Honda trial and error on fast + high powered motorcycle like Harley Davidson & BMW but discovered untapped market for small and inexpensive motorized bike

4. Technology supply may not equal market demand – Companies who want to stay on top need to be aware of what their mainstream customers value at each stage of a product’s life cycle, and be prepared to introduce more convenient, lower-priced products into established markets

CHAPTER SEVENTEENOpening Case Study Questions

1. Determine which one of the seven companies profiled in the opening case has the most disruptive technology that is capable of making the greatest impact on e-business

2. Describe how Amazon.com has used technology to disrupt the book-selling industry

3. Do you think that Charles Schwab is a good example of disruptive technology? Why or why not?

4. Choose one of the seven companies and create a Porter’s Five Forces analysis to highlight potential issues that company should acknowledge in terms of its disruptive technology

CHAPTER SEVENTEEN CASEMaintaining TiVo’s Popularity

• TiVO gives customers a huge array of recording and viewing options, including the ability to pause live programs

• TiVo is now facing the reality that most disruptive technologies face – its competitors are stealing its revenue

• TiVo is attempting to combat its competition by introducing new product improvement

CHAPTER SEVENTEEN CASE QUESTIONS

1. Do you consider TiVo a disruptive technology? Why or why not?

2. Review the four laws of disruptive technologies on page 187 and formulate a strategy for TiVo to follow to remain competitive

3. Do you consider it unethical for companies to copy TiVo’s technology? Justify your answer

4. Research the Internet and discover any new information relating to TiVo’s lawsuit against EchoStar