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A major measure of success in the world of business management is the ability to achieve maximum yield from the available assets of the enterprise. Often the most important asset to a company is its technology and intellectual property. And yet, the capacity to create and develop technology is outpacing most firms' abilities to manage the resulting product and processes. Watkins' purpose is to help managers improve their ways and means of translating technological assets into effective business strategies. The information in the book is designed to be useful for any size firm from entrepreneurial start-ups to multinational corporations.
Part one is primarily an overview on the care and feeding of this unique class of assets. It addresses the characteristics of the technologies, methods for valuation and development, approaches to acquisitions, outsourcing technological management, and finally, dealing with organizational cultural issues. Part two addresses the issues involved with converting assets into effective business strategies. It offers in depth treatment of manufacturing, licensing, joint ventures and strategic alliances, negotiation, and the pitfalls of each option.
List of contents
Preface
Introduction
Technology Asset ManagementThe Technology-Driven Enterprise
Technology Evaluation
Protecting Technological Assets
Technology Acquisition
Technology Development
Outsourcing Technology Management
Cultural Aspects of Technology Management
Strategic OptionsTechnology Utilization
Technology as a Manufacturing Base
Technology as a Product
Technology as a Trading Chip
Negotiating the Technology Deal
The Global Option
Technology Management Pitfalls
Putting it All Together
Bibliography
Index
About the author
WILLIAM M. WATKINS has spent a number of years as Manager of Licensing for Union Carbide where he was heavily involved in the management and marketing of a broad array of technological assets. He has been active in the Service Corps of Retired Executives, providing consulting to small businesses. He has served on the business faculty at West Virginia State College and is the author of
Business Aspects of Technology Transfer (1990).
