Technology Management

Unit 1

Unit 1

Introduction to Technology Management

Structure: 1.1 Introduction Objectives 1.2 Concept and Meaning of Technology and Technology Management Technology Technology management 1.3 Evolution and Growth of Technology 1.4 Role and Significance of Technology Management 1.5 Impact of Technology on Society and Business Technology and competition Key issues in managing technological innovation 1.6 Forms of Technology Process technology Product technology 1.7 Summary 1.8 Glossary 1.9 Terminal Questions 1.10 Answers 1.11 Case Study

1.1 Introduction
The term technology refers to knowledge, processes or products of technological activities, according to the context in which it is used, and the term management refers to the act of getting people together to achieve a specific goal. Management refers to the process of planning, organising, staffing, directing, and controlling the activities in an organisation. Thus, we can say that management of technology/technology management includes the factor of technology in all the activities like planning, organising, resourcing and leading the organisation. In this unit, we will discuss about the technology management, which is needed in all the organisations. Different people think differently about technology. In the context of business, economists consider technology as the knowledge used in the production, commercialisation and distribution of goods and services.
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In this unit, we will mainly focus on defining technology, and different types of technology. We will also discuss about the evolution and growth of technology. We will analyse the role and significance of technology management. In this unit, we will also study the impact of technology on society and business. We will also analyse the two forms of technology that is process technology and product technology. This unit will enable us to understand the concept of technology management and its impact on us. Objectives: After studying this unit, you should be able to: Define technology. Explain the evolution and growth of technology. Explain the role and significance of management of technology. Summarise the impact of technology on society and business. Describe the two forms of technology.

1.2 Concept and Meaning of Technology and Technology Management

As we are discussing about the technology management in this unit, let us first discuss the concept and meaning of technology, and then the concept of technology management. 1.2.1 Technology Technology is derived from the Greek word technologia in which "techne" means craft and "logia" means saying. On the whole, technology means having the knowledge of making something. Types of Technology We can define technology in different aspects. The figure 1.1 shows the different technologies that are commonly opted in todays market.

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Figure 1.1: Different Types of Technology

Let us now briefly discuss about these technologies. Teaching technology: We can define the technology of teaching as the technology related to systematically designed approaches. This technology includes the objectives, instructional procedures depending on the tasks that the student has to perform. Instructional technology: As the name suggests, the instructional technology includes certain type of instructions that have to be carried out in a systematic way to achieve the objectives of the particular task. Effective instructions are brought by considering both the human and non human resources. Assistive technology: As the name indicates, this technology is for the assisting people who want to work within a particular environment. The assistive technologies include technologies used in mechanical, electronic, or microprocessor based equipments. Assistive technologies help the disabled in different ways, such as, it: Assists them to learn. Makes the environment more accessible for them. Enables them to compete in the work place. Increases their independence or improving the quality of life. Medical technology: The medical technology refers to the technology including the inventions in the medical field. This has helped many of the individuals to stay alive. For example, artificial limbs, hip and knee implantation helps the disabled to lead a better life. There are some devices that provide respiratory assistance through oxygen supplementation and mechanical ventilation.

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Information technology: We can define informational technology as the technology that helps in accessing the knowledge and resources on a wide range of topics. For example, internet is the best example of information technology.

1.2.2 Technology management Technology management means using new technology to create competitive advantage which is quite a difficult job, partly due to differing cultures in a company. Technology is often thought to be solely the domain of the scientific and engineering personnel of an organisation. Yet, successful business use of technology requires strategic decisions about technology by personnel in other functional areas, such as production, marketing, sales, finance, and so on. Thus, the two cultures technical and functional need to be bridged, and management should integrate technology strategy with business strategy. This is the essence of technology management. Many factors make up the technology development framework and there are several ways of condensing these into a manageable number of groupings or dimensions. Let us have a look at these six dimensions in the table 1.1.
Table 1.1: Technology Management Dimensions Broad dimension Objectives Relevant factors Technological independence Self-reliance International trade gain Productivity gain Human need satisfaction Monitoring and control Research & Development Transfer and adaptation Assessment and planning Perspective range ( > 20 years) Long range (11 - 20 years) Medium range (6 - 10 years) Short range (1 - 5 years) Page No. 4

Activities

Time

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Constraints

Resources (human, material, finance, facilities, energy) Technological level (knowledge, science, skill, information) Management capabilities Late starter Awareness measures Science culture creation Education and training R & D institution building Maximise positive and minimize negative effects

Mechanisms

Criteria

These dimensions given in the table 1.1 are interlinked and a proper management of technology requires a systematic consideration of all of them. Self Assessment Questions 1. The technology that deals with the medical inventions is called as the _________________. 2. Informational technologies are the technologies that help in accessing the knowledge and resources. (True/False)? 3. Technology is derived from the Greek word _____________. Activity 1: Visit different websites and find out the definitions for technology given by different economists across the world. Hint: www.businessdictionary.com/definition/technology.html

1.3 Evolution and Growth of Technology

In the previous section, we learnt about the concept and meaning of technology. Now, we will discuss about the evolution of technology, before going to the other topics about technology. The history of technology dates back to the time when humans were able to prepare some simple tools with easily available natural resources. History indicates that the advancement in technology had a major leap with the invention of the wheel. From the invention of the wheel, much usage of the technology has started. The technology in all the fields has grown to a larger extent and now we can see the technology involved in almost all the things we use in our daily life.
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We know that there are some advanced technologies at present which include the printing press, telephone and Internet which have helped us to communicate all over the globe. Till now we have mainly concentrated on technology management in general. Now let us learn about technology management in India. Technology management in India The Government of India is mainly focussing on the development of science and technology in the present world. The Indian industries are operating under the controlled and regulated economy. The technology management is generally lacking at the enterprise level except a few enterprises. There are many Indian companies which are able to develop and produce the internationally competitive products. The companies which use different kinds of technologies, and are excelling today, in India are the Punjab tractors, tata automobiles, amul food and certain drug and chemical industries. In the same way, there are many Research and Development (R&D) institutions which have developed and commercialised the technologies in the areas of drugs, chemicals, food technology, and computer software. The productivity of the Indian industries largely depends on the technologies that are imported. Most of the technologies that are used in the Indian industries are cost effective. In July 1991, government of India introduced the new industrial policy that mainly focussed on international competitiveness, quality, efficiency and exports. This helped in the change in operating environment of the Indian industry. Because of this, very well planned technologies were developed at the enterprise level. These days, the companies are paying more attention on technology in order to be more competitive in the business market. It is not only the large scale industries that require the technology management; even the small scale industries also need a technology management to face the competitive world of today.

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Self Assessment Questions 4. The technology has taken its history when the humans were able to modify some natural resources to _____________. 5. The productivity of the Indian industries largely depends on the technologies that are imported. (True/False)? 6. The small scale industries also need a __________________ to face the competitive world of today. Activity 2: Suppose that you are a lecturer in a university. You want to give a lecture on the evolution of the computer technology. Prepare a lecture outline for the same.

1.4 Role and Significance of Technology Management

Till now, we are familiar with the concepts of the technology and the technology management. Now let us proceed further in our discussion and move on to the role and significance of management of technology. There is rapid growth in technology starting from the invention of fire and wheel, till today. The growth rate of technology is also increasing rapidly. The technology that is applied in the production industries plays a major role in the production activities of those industries. The proper monitoring and control of the production helps in achieving good heights in the present market. We have to incorporate many of the technologies to carry out the processes in an organisation and compete with other companies in market. For the successful long term operation of the business sector, we need to incorporate certain factors like the technology and management of technology. We need to consider three main requirements for starting a technological innovation-based firm. These three requirements are: Idea of technological innovation. A potential market. Team work in both the technological and business expertise. The three requirements mentioned above, are interlinked. The technological innovations (done in a team for adapting knowledge from different people in the organisation) need to be carried out, for gaining the potential market, which in turn closely interacts with different divisions in an industry.
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We know that technology plays an important role in running our business and society. We also know that advancement in the technology has greater influence on the creation of national and individual wealth. Let us have a quick overview of the role of technology from different aspects. The technology of teaching helps to monitor the process of student learning and monitor student activities. The instructional technology play an important role in the conventional media such as videotapes, computer assisted instruction and many other complex systems. The assistive technology helps to achieve the idiosyncratic needs of the particular individual. The medical technology has played an important role in the human lives. It has helped to replace many of the infected organs with the new ones. Information technology is playing a major role in the growing market today. This helps to access the knowledge and information from across the world. Self Assessment Questions 7. The advances in the technology have the greater influence on the creation of ____________ and individual wealth. 8. Methods and tools are required for managing technical ________. 9. The technological innovation has to be carried out to create competitive environment. (True/False)? Activity 3: Suppose that you are working in a company as a manager and you want to start a new project by creating a business plan. Give the necessary factors that you will consider for creating the business plan. Hint: Current business status.

1.5 Impact of Technology on Society and Business

In the previous section, we studied about the role and significance of management of technology. In this section, we will study about the impact of technology on the society and business.

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The emerging technology has a great impact both on society as well as the business. There are many advanced technologies in the medical field which has helped to save many lives in the world. The technology behind Automated Teller Machines (ATMs) has helped people in the society to perform basic banking activities such as checking bank account balance, and withdrawing funds, even when the bank is closed. As technology is progressing, it is impacting greatly on the business too. This has helped the associated people to communicate effectively with the employees of the different offices across the globe. The advancement in the Internet technology has helped us to download different documents needed to carry out our tasks. The technologies like the web conferencing and teleconferencing are helping us to make conference calls to conduct the meetings, training sessions and so on. Let us briefly describe the effects of technologies on business: Reduced costs of operations: Different companies use different technologies for reducing manufacturing and administrative costs. New product and new market creation: This involves the introduction of technology for the miniaturisation of the product. This involves the technology to reduce the size, become easily portable and useful for many applications. For example, the Sony Corporation has introduced the miniaturisation technology that aimed at developing the product with high portability. Adaptation to changes in scale and format: This focuses on how the devices support the different features. For example, the mobile can support the email, browsing and so on. Improved customer service: This involves the introduction of technology for improving customer service. This helps to gain the market in the present competitive world. Reorganised administrative operations: This involves the effect of technology on the administrative activities. For example, the introduction of Automated Teller Machines (ATMs) in the bank has reduced the

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employee effort that is required of distributing the cash at the cash counter. While studying the impact of technology on society and business, we need to consider the technology and the competition which exists in the present scenario. 1.5.1 Technology and competition To compete in the market, technological competitiveness is necessary but this alone is not sufficient. In this case, the corporation with inferior technology faces difficulty in competing with corporation with superior technology. Technology helps to give the competitive edge. The management has to mange the technology thinking that technology is also a part of business. Managing technology includes four components, namely, the New ventures, Innovation, Research and Research Infrastructure. We can see these concepts depicted in the figure 1.2:

Figure 1.2: Managing Technology

New Ventures: The new ventures play an important role in the business. The new hi-tech ventures include two main tasks that have to be carried out. The new tasks are development of the new products and creation of the new markets. The ideas of these new ventures are concerned with the growth of organisation, and the business plan for the new project. Innovation: This involves innovating things. This includes the activities, starting from creating the technical knowledge to the time it is implemented in the new business. These include the ideas such as the types of innovation, sources of innovation and so on. Research: Research plays an important role in an organisation. This helps to know things better and helps to produce the products. We have to manage and integrate corporate research with the management functions
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and strategies which are helpful for the technology management. Managing of research includes the organisation of research, research personnel and the organisation research strategy. Research Infrastructure: The technological concepts are not only confined to a particular organisation. It is first to the industry, second to the nation and then to the whole globe. The research and development infrastructure has a greater impact on the competitive environment of our country. In the ever growing economic world, the infrastructure plays an important role and the firms need to be more attentive for developing the new products with the more innovation. Technological innovation is needed for competing in the market. There are some key issues in managing the technological innovation, which we will learn in the next section. 1.5.2 Key issues in managing technological innovation We know that technology is man-made and increases the physical and mental capability of human beings. We can say that technology is the useful tool which controls the environment and also acts as an instrument which converts the natural resources in to useful goods. This is the main factor which affects the growth of an organisation. There are many technological developments that have taken place in the society, in the last two centuries. These technological developments include development of transistors and computers, air-conditioning and refrigeration, space exploration, nuclear energy, and so on. As we have already seen managing technology involves concepts like new venture, innovation, research and R&D infrastructure. Among all the four concepts that are discussed above, innovation plays an important role. This has the greater effect starting from invention of knowledge to commercialisation of products and processes based on the knowledge. We will now see some issues related to the technologies, which are briefly described below: Technology and long-term cycles: There are some economists who argue that technology affects growth and recession in the world economy. The infrastructure is useful for maturation of the technologies.

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When the down turn starts to come up again then organisations has to invest the capital equipment that is based on the new technologies. Technology and comparative advantage: At the national level, the firms will have more value when it has both the comparative advantage and also the technological lead. All the other companies from the world look for your organisation. For example, a Korean shipbuilding industry has become the leader by increasing the size of the shipyards and many techniques that were incorporated to increase the productivity and capacity of the vessels. The skills, knowledge and competitive leadership have helped them to achieve more heights.

There are some of the emerging technologies that have to be dealt when you are discussing about managing technology. The emerging technologies are the new technologies that are sometime considered critical for humanity's future. You can see some of the emerging technologies and their applications in the table 1.2:
Table 1.2: Emerging Technologies and their Applications Emerging Technology Artificial intelligence Technologies Potentially made Obsolete Human brain Most Important applications Involves the creation of intelligent devices that can replace the human brain for many tasks. Involves the creation of species, modifying species to fit for a purpose. Stronger and lighter materials. Very fast air travel. Ensures connectivity everywhere.

Biotechnology

Evolution

Nanomaterials Scramjet Wireless communication

Steel, aluminium Jet engines, Rockets Wired communication

The emerging technologies given in the table 1.2 play a major role in the present world. We know that information technology plays an important role in the present competitive market and artificial intelligence is the subset of information technology. Artificial intelligence is that category of computer science which is related to making computers behave like humans. Artificial intelligence can create the human brain and replace many of the tasks.

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Information technology includes both the hardware and software. The hardware includes the physical products and components associated with the product. But software includes the know-how technique and the procedure that is involved with that. The hardware again is of two types. One is related to the end-use product type like the automobiles, computers and televisions. The second type in the hardware is the production tool type like instruments, machinery and equipments. The software technology is also of two types. One of the software type is the "know-how" type such as the processes techniques and next is the "know-why" type technology that includes the knowledge, skills and experience. The technology is viewed in a different way by different people. Some think that technology is a source of wealth, well-being. Some think that technology has destroyed many of the jobs, environment and social values. Technology is improving the poorest of the poor. We can see that many of the countries that are poor though they are very rich in the resources, such as new technologies. The poorness is due to the increasing population; technological base is very small or due to the resources that are getting depleted because of the export to other countries. It is possible for us to achieve the basic human needs in this technological world. We live in the technological world that is helpful in satisfying the human needs. There are many ways of classifying the human needs. Let us see the implications of technological applications (positive effects and negative effects) with respect to various human need factors shown in the table 1.3.
Table 1.3: Important Implications of Technological World Various human Need factors Air Positive effect of Technology Control of temperature, humidity, impurities and quantity Increasing supply source (ground, sea); control of supply, temperature and impurity Negative effect of Technology Pollution, destruction of natural cycles, and equilibrium Pollution, destruction of marine life; sinking of cities; frequent flooding

Water

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Food

Improved agricultural productivity; control of food quality, variety and supply

Chemical contaminations and diseases; destruction of wildlife, forests, and fishing grounds Artificial surroundings and anti-social living, destruction of the beauty of Nature Accumulation of means of warfare and the menace of large-scale destruction of life; risk of bio-weapons and nuclear war Exploitations of nonrenewable resources and consumer appeal Population explosion; break in family structure; drug abuses; side effects of medications Culture shock; co-ordination of sabotage by disruptive forces; raising false aspirations Pollution, noise, congestion, accidents and deaths Brain-washing through mass media, destructive education Tension between blue-collar and white-collar workers, increased inequality, strikes Depersonalization of human being in the quest for efficiency and productivity; depletion of energy and other natural resources; innumerable industrial wastes.

Shelter

Improved living quarters and materials of construction; better utility services and land uses Development of civilian technologies as by-products of war technologies (space, nuclear, remote-controlled) Efficient production of high quality clothing and apparel Reduction in mortality, increase in life expectancy; controlled birth, better medical care Increased contact; reduced need for physical movement; improved audio-video transmission Improved mobility of people and goods through water, air, and land Better means for storing and dissemination of knowledge Much specialization and automation possible; increased women employment Creation of systematized, efficient and highly productive large complex organizations; exploitation of natural resources; enhanced human power

Warfare

Clothing

Health

Communication

Transportation

Education

Work

Institution

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Information

Tremendous improvement in processing, storing and disseminating of voluminous information Development of alternative sources of energy fossil, solar and nuclear Freedom from one set of constraints (Physical stresses)

Privacy and security concerns; crime and misuse of information power Threat of nuclear plant accidents; depletion of energy resources Creation of new set of constraints (Psychological stresses)

Energy

Freedom

Self Assessment Questions 10. Expand ATM. 11. Innovation involves innovating things. (True/False)? 12. Technology indicates the ____________ and competitiveness of the country. Activity 4: Consider that you are a manager in a company and you want to manage a technology that is newly incorporated. Prepare a list of the factors that are considered in managing technology. Hint: Innovation.

1.6 Forms of Technology

In the previous section, we analysed the impact of technology on society and business. In this section, we will emphasise on two different forms of technology, namely, process technology, and product technology. Let us start with the process technology. 1.6.1 Process technology The process technology is the technology that is used to create and deliver products and services. We can say that the goal of the process technology is to evolve new technologies methodologies for assisting human-centered co-operative activities. Let us understand process technology by taking the example of digital integrated circuits. In the digital integrated circuits, the process technology refers to the methods that are used for making silicon chips. This aims at reducing the size of the integrated circuits. This brings down the size of the
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transistors and other components. If the size of the transistors is small, then we can accommodate more transistors in less space. When the chips, switch very faster, then they require lesser energy. We can measure the technology used in the digital integrated circuits in the following manner. Measured in Nanometres The features of the chip are measured in micrometers. The process technology of 3 micrometer is called as a "technology node" or "process node" that is called as the silicon chip with three micrometers in size. But in the present world, size is measured in nanometres. In the earlier ages, the process technology was referred to as the length of the silicon channel between the source and drain of the field effect transistor (FET). The size of the other features of the transistor is measured as the ratio of channel length. The other features can be larger or smaller than the channel size. For example, in a 90 nm, there can 90nm length but the width of the gate terminal can be only 50 nm. 1.6.2 Product technology As we are now familiar with one of the forms of technology, that is, the process technology; let us have a brief discussion on another form of technology, that is, the product technology. We use product technology to define the plan for the evolution of a product. Product technology helps us in linking the business strategies with the evolution of the product features. This helps totally in achieving the strategic objective. In this technology, road maps play an important role in linking the marketing strategy to product plans and then product plans to the technology plans. These roadmaps help the corporate for planning, identifying needs, gaps, strengths and weakness in a common language. The roadmaps help for the longer term planning and help to improve the communication and ownership of plans. The roadmaps also help in team thinking priority-wise, that have to be assigned in each step of the planning process.

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Let us have a look at the main functions of the roadmaps in the product technology. The functions of the roadmaps are: Linking strategy to product plans to technology plans: The people involved in the creation of strategies, product plans and technology plans, will create them independently. But, the roadmaps mainly concentrate on linking. Firstly, the roadmaps link the strategic choices based on the competitive environment to the product evolution and future implementation. After linking this, it links the product plans to the technology implementation plans. Enabling corporate-level technology plans: We can see the roadmaps for simple needs that are met by a single development program, since there are roadmaps for several product lines. The needs are identified by cross roadmaps by analysing the database of roadmaps.

Self Assessment Questions 13. The ______________ refers to the methods that are used for making the silicon chips. 14. Product technology is used to define the plan for the evolution of a product. (True/False)? 15. The process technology of 3 micrometer is called as _________. Activity 5: Prepare a list of the different forms of technology that is commonly used in Indian industries. Hint: Process technology.

1.7 Summary
In this unit, we studied the concept and meaning of both the technology and technology management. We analysed that technology has evolved from the time when fire was invented. It has grown to the larger extent because of which we are in the super computer era at present. We briefly described the topics related to the technology management, which are necessary for all the industries. We analysed that we require business plans to start any new project.
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We also saw the great impact of technology on society and business. We also discussed that to compete with market in the present world; we require new technologies to be incorporated with our product. We also studied different forms of technology, namely, process technology, and product technology. The process technology aims at reducing the size of the integrated circuits, and the product technology links the business strategies with the evolution of the product features.

1.8 Glossary
Term Commercialisation Innovation Ventures Transistor Description The act of involving something in commerce. The act of introducing something for the first time. A business enterprise that includes some kind of risk in expecting the gain. A small electronic, semi conductor device which has the capability to amplify and controls the flow of electric current. The act of providing electricity. The unit of length in metric system that is equal to one millionth (10-6) of a meter. The detailed explanation of the plan which helps to determine the course of action. The road maps that are used for analysing the database of the roadmaps. A structural or behavioural characteristic distinctive to an individual or group.

Electrification Micrometer Roadmap Cross roadmap Idiosyncratic

1.9 Terminal Questions

1. 2. 3. 4. 5. Write a short note on evolution and growth of technology. Explain briefly the impact of technology on the business. Explain briefly about Managing technology. Briefly describe the two forms of technology. Define the term technology.

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1.10 Answers
Self Assessment Questions 1. Medical technology 2. True 3. Technologia 4. Simple tools 5. True 6. Technology Management 7. National 8. Resources 9. True 10. Automated Teller Machine 11. True 12. Economic growth 13. Process technology 14. True 15. Technology node or process node Terminal Questions 1. Refer section 1.3 Evolution and Growth of Technology. 2. Refer section 1.5 Impact of Technology on Society and Business. 3. Refer section 1.5 Impact of Technology on Society and Business. 4. Refer section 1.6 Forms of Technology. 5. Refer section 1.2 Concept and Meaning of Technology.

1.11 Case Study

Case Study on the Inclusion of New Technology This case study is about the incorporation of the technology in the Xerox company. In 1990, the XYZ research centre that was set up by the Xerox company was separated from the parent company as a separate entity. The new organisation called as the XYZ Ltd was expected to provide the research services and innovative products to the industry leaders in different areas. In three decades it came with the new technologies and brought the good will and prestige to the Xerox company but the profit was very less. In the year 2000, it experienced a dip due to corporate crisis and the Chief
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Executive Officer (CEO) also died. After this incident, Murthy became the CEO and then he concentrated aggressively on improving the profitability. The company took a massive restructuring program to maintain stability in the company. First it was thought to combine with the other companies but later it was considered as a wholly owned subsidiary of Xerox. There was a great time for the company from the early 1960's to the 21st century when many of the technologies introduced and the laser printers all came to the use. In the 21st century the XYZ research centre was aimed to work on innovative ideas and produce products like the blue lasers, multi beam lasers and micro-electro-mechanical systems which has revolutionised the Xerox industry. Challenges: 1. Understanding the conflicting structure and culture issues involved in managing the innovation successfully. 2. To study about the ways in which the organisation lost its opportunities in the past and the way that it has to be restructured to meet the needs of the future. Results The Xerox company is now technologically improved a lot. Questions: 1. What are the challenges faced by the XYZ research centre? Hint: Understanding the culture of the organisation 2. What was the main aim of New CEO Murthy? Hint: Profitability. References http://www.businessknowledgesource.com/technology/impact_on_busin ess_and_society_of_emerging_technology_024012.html Tarek M. Khalil, L. A. Lefebvre, Robert McSpadden Mason, Management of Technology: The key to Prosperity in the Third Millennium.

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