2/7/2019

IE 48G.01 SP TP

Technology Development Engineering

Dr. Suat Genc

Part-time Assistant Professor
Department of Industrial Engineering
Bogazici University

Lecture 5: Technology Assessment & Strategies

BU IE 48G TDE Lecture 5: Technology Assessment & Strategies S. GENÇ 1

Reusability of Technology

 Successful technologies, parts or subsystems can be used in more than one

system or product.
 “Reusability” is the ability of technologies, parts or subsystems to be utilized
satisfactorily in different places, systems or products.
 It is not recommended economically or strategically to start from scratch when
new things are developed.

System 1 System 2

PASSAT v4

Reusable
technologies/parts/subsystems
PASSAT v6

BU IE 48G TDE Lecture 5: Technology Assessment & Strategies S. GENÇ 2

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Definitions
Subsystem (SS)

Piece Part (PP)

Detail Piece Part (DP)

Total System Architecture (TSA)

BU IE 48G TDE Lecture 5: Technology Assessment & Strategies S. GENÇ 3

Reusability Levels

 When compared with the current system, the

new system might have different levels of
Source
commonality.
 Commonality can be at TSA concept level,
Competitor’s Product

subsystem concept level, PP concept level

New Technology
Current Product

Analog Product

and detail PP level.

 If the commonality is high, the new system or
product can be delivered to market faster and
cheaper. Level
 If the commonality is high (on the other hand), TSA Concept
the new system or product may not be SS Concept
superior over the current product. PP Concept

 There should be a balance between new and Detail PP

current concepts to save resources but at the

same time be enough competitive. %100 Commonality
(similarity)

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Commonality Rages
Source
 If TSA, SS, PP and/or detail PP
concepts are all newly developed
and used, the new system has

Competitor’s Product
zero-commonality. In other
words, the system has a radical Varying degree of

New Technology
Current Product

Analog Product
change. Commonality

 Between zero and full Level

commonality, there might be
TSA Concept x
many other alternative
combinations. SS Concept 100

PP Concept 100

Detail PP 100

%100 Commonality

%0 Commonality

BU IE 48G TDE Lecture 5: Technology Assessment & Strategies S. GENÇ 5

Grouping Commonuality
Reusability can also be grouped as follows:
Source
 Incremental: At all or most levels,
current system concepts are used or
minimally changed.
Competitor’s Product

New Technology
Current Product

Analog Product

 Architectural: System architecture is

new, but subsystems are similar to or
the same with the current concepts.
Level

TSA Concept
 Modular: System architecture is the
same, but one or more subsystems SS Concept
I R
or parts are new. PP Concept

Detail PP

 Radical: Both system architecture

and subsystems /parts are new.

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The Preferred Change Level

Source Source

Competitor’s Product

Competitor’s Product
New Technology

New Technology
Current Product

Current Product
Analog Product

Analog Product
Incremental
System Radical
System

Level Level

TSA Concept TSA Concept

SS Concept SS Concept

PP Concept PP Concept

Detail PP Detail PP

The most successful products in the market are the ones with 20-30% changes wrt the
current product. (20-30% change makes a radical (full change) impression with customers).

BU IE 48G TDE Lecture 5: Technology Assessment & Strategies S. GENÇ 7

Measuring Reusability Level

Customer Expectations/Needs
Source
Need n
Need 1

Need 2

Need 3
…

Competitor’s Product

New Technology
Current Product

Analog Product

Met by DP SS PP TSA TSA

Source Cu Co A N N
Level
Imp 0,05 0,15 0,10 0,15 0,05
TSA Concept 0,20

SS Concept 0,15

PP Concept 0,10

Detail PP 0,05

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Measuring Reusability Level

 Reusability level can be Source
calculated by summing all cells in
each column.

Competitor’s Product

New Technology
 New technology usage level is

Current Product

Analog Product
26% in the sample case.

 Preferred new technology usage Level

in a new generation product is TSA Concept 0,03 0,20
between 20-30% (average level is
25%). SS Concept 0,08 0,05 0,06

PP Concept 0,18 0,12 0,10

Detail PP 0,05 0,10 0,03

0,34 0,27 0,13 0,26

BU IE 48G TDE Lecture 5: Technology Assessment & Strategies S. GENÇ 9

Reusability Strategy

Case 1:
Totally Totally
X
Each time, 100% of the product is
New New
Design
changed, therefore, time to market is
Design 100
N N+1 6 years.
100
100
In this case, the company presents
new concepts to market in early
years, but later presents old concepts
1993 Market introduction times 1999 to market (not-recommended).
Case 2:

X Each time, 25% of the product is

2 changed, consequently, time to
75 25
1 3 5 market is reduced to 1,5 years.
85 15
4 80 20
Partially Partially
New
25% of the New In this case, the company always
Design Design presents new concepts to market
product is new
N N+1 (recommended).

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Homework #5
1) Identify a reasonable set of customer expectations/needs with importance weightings
for your term project product.
2) Compare at least two products (old vs. new version of the same product of a
company or two similar/comparable new products of a company) to determine
reusability values. In either case, use one version as your current product and the
other as your new product. (In this exercise, you will be using current product and
new technology collomns in commonality matrix).

BU IE 48G TDE Lecture 5: Technology Assessment & Strategies S. GENÇ 11