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.