A Case study on

Technology
Management.

Divya Sindhu Lekha

M. Tech (TM) ‘08-’10
Technology Management
 “Set of management disciplines that allows
organization to manage its technological
fundamentals to create competitive
advantage.”
 “The integrated planning, design,
optimization, operation and control of
technological products, processes and
services.”
Hewlett Packard
 Stanford University classmates Bill Hewlett and
Dave Packard founded HP in 1939.
 The company's first product was an audio
oscillator—an electronic test instrument used by
sound engineers.
 Technology Portfolio: Personal systems,
Imaging & Printing, Technology solutions,
Financial Services, HP Labs.
 Over 1billion customers in 178 countries
worldwide.
 2009 Fortune 500 ranking: No. 9.
Concepts
 Technology Base
 Technology Cycle
 Technology Transfer
 Technology Diffusion
 Knowledge Mapping
Technology Base
External Assets
Environment

Organization
Products &
Development Processes Services

Core
Technological
Complementary Organizational
Assets
Assets Assets
 Technology Assets
 Over 15,000 patents in the U.S. and over 25,000
patents worldwide.
 Central research lab – HP Labs ($4million annually) – 40
yr old
 Organizational Assets
 Divisional Organization – BUs with clearly set customers
and competition – high degree of autonomy
 Complementary Assets
 Global customer base.
 Technology Cycle
Justification

1. Technology
2. Technology
Awareness
Acquisition
Installation
Need driven
expectations

5. Technology 3. Technology
Abandonment Adaptation

4. Technology Promotion
Advancement
Demolition
HP Deskjet D2545 printer
 83% recycled materials
 100% recyclable packaging
 ENERGY STAR Certified
 HP Photosmart D5460 - using recycled
plastic.
Technology Transfer
 Technology Transfer Office & Open Innovation
Office.
 119 Acquisitions
 HP Software's leadership in Business
Technology Optimization (BTO) by 2
acquisitions
1. Bristol Technology Inc. (Feb 2007 -
TransactionVision product monitors the
performance and reliability of transactions)
2. Mercury Interactive (Nov 2006 – End to end
management of real-time business
transactions.)
Industry’s broadest portfolio of enterprise IT
management software.
Technology Diffusion
 HP plays Early Majority often.
 Commoditize product for general purpose
use.
 Distribute via low cost.
 Use competition based pricing to
maximize market share.
 Position products horizontally as global
infrastructure.
Knowledge Map
 Portrays a perspective of the players,
sources, flows, constraints and sinks of
knowledge within an organization.
 A navigation aid to both explicit
information and tacit knowledge, showing
the importance and the relationships
between knowledge stores and the
dynamics.
 KM Mission – To increase reuse of
intellectual capital from engagements to
• Increase win rate
• Drive down sales and delivery cost
• Increase engagement quality
 Create Engagement Knowledge Map
Thank you.