Impact of technology on functional roles and strategies: illustrative cases in the USA, Japan and France, and lessons learned
by Pier A. Abetti
International Journal of Technology Management (IJTM), Vol. 9, No. 5/6/7, 1994

Abstract: This paper discusses: (1) the impact of technology in shaping the roles and strategies of functional management (Research, Development, Engineering, Manufacturing, Quality Assurance, Marketing, Human Resources and Finance) and (2) the innovative contributions of these functions, beyond their normal work responsibilities, for converting technological advantages into worldwide market leadership. Nine cases are utilized as illustrations, all high-technology businesses started within large corporations, that achieved leadership in high-tech markets through strategic focus, technological innovation and functional excellence: GE Project Extra-High-Voltage; GE Plastics; GE Medical Systems: Motorola Communications; Coming; Apple Computer; Toshiba Information Systems; Xerox Non-Impact Printers; and Rhone-Poulenc Agrochemical. The lessons learned and conclusions are that: (1) technology leadership is not enough; (2) functional excellence is a must; (3) all functions must innovate; (4) functional work must be integrated; (5) in future, technological innovations will be integrated with equally innovative advances of all other functions.

Online publication date: Sat, 23-May-2009

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