The Manager In a Changing Technological Environment

Introduction 

Today managers are facing new and global challenges 
They have to : 

- adapt to rapid technological change 
- use it to enter new markets 
- modify organizations and people's working habits 

But, they are generally not well prepared for such challenges 
They have been trained through : 

- the analytical approach 
- linear thinking 
- Scientific and technical disciplines 

My goal is to help you : 

- better understand your changing technological environment 
- monitor important technological change, through better info managt 
- promote technological innovations through new develpt strategies 

In the first part I will : 

- deal with major technological trends 
- give examples of new technologies 
- analyse their characteristics 
- and finally show how industrial product matrix represents a tremendous potential fot technological innovation. 

I will give some specific examples of a multidimensional tech developt. 

 In the second part, after the discussion period, I will ask the following question : 

- How to cope with such technological changes and stil be efficient, productive and creative 
- How to adapt organizations and implement new strategies to promote technological innovation. 

Than we will have a second discussion period of about half an hour. 

I- TECHNOLOGICAL TRENDS 

I have selected 5 major trends. 
2 deal with the technological environment, 
and 3 represent modern industrial characteristics. 

1- Technological environment 

We have to consider the global evolution of society : 
- From industrial society to communication society 

It has a deep impact on organizations and on research strategies 

Phase one : Conquest of energy 

Heavy industry (Energy intensive) (Fossil fuels) 
Automobiles 
Highways 
Chemistry 
Aluminium 

Taylorized, centralized, hierarchical organizations 

Phase two : Conquest of information 

Printing, mass media, computers, telecommunications 
(Information intensive) ""the chip" 

Energy is consumed (entropy) 
Information is self catalytic (information explosion) 

Hierarchical organizations => Distributed networks 

They co-exist : there is a potential inside organizations for technological innovation. 

2- Communication revolution 

200 years : Chappe (telegraph) 
Extension of man's body 
Telephone, television, modem, computer => Planetary network 

Sound, image, text, software, integrate through digital networks (ISDN) 

Technologies : cable, satellite, disks (optical storage), TVHD, FAX, Minitels 

Inside organization E. mail, FAX, pagers 

Real time information networks, information pollution 
Need for proper information management 


3 - Hybridization of technologies 

Not one discipline => multidimensionnal technological systems 
Laser printer, Scanner, Fax and computer 


Examples : 

- Videomatics (videophone) 
- Desk Top Publishing 
- Biomedical equipment 
- Cognitive sciences (expert systems, neural nets, parallel computing) 

4- Co-evolution of technologies 

Places : Home (Intelligent home) 
Office (the portable office) 
Transportation systems 
Factories (CIM, CICD) 

Sectors : cinema and video 
Printing and media 
Disk industry 
Telecommunications 
Computer industry 

5- Micro-engineering 

The "chip" and the "bug" 

- Macrotool => machines, factories "top down" 

- Micro-machines (microcircuits, electronics, micro-motors, nanotechno) 

- "Bottom up" : reprogram "bugs" (genetic engineering) 

Molecular machines : enzymes 
Molecular assembly lines 
Molecular detectors (probes) 


CONSEQUENCES : 

Megamachines replaced by Meganetworks 

Programmable micro-machines 
Hybrid technologies 
Co-evolution : Multidimensional Technological Systems 


II- EXAMPLES OF MULTIDIMENSIONNAL TECHNOLOGICAL SYSTEMS 


1- Micro-electronics 

Japan : 

Digital watch, Pocket TV, portable computer, Fax, watchman, pocket copier 
Communications, TV/radio, micro-computers 

2- Biotechnology 

Genetics, immunology, molecular biology, (40 discipines) 
Combined strategies (description : Computers, probes) 
Adapted equipment 

3- Robotics and artificial intelligence 

Hydraulics, pneumatics, mecatronics, visonics, expert systems, neural nets 

4- New material 

Composites, ceramics, biomaterials (chitine, insects, biopolymers marine) 

5- Communication equipment 

Computers, modems, fiber optics, cables, satellites 
Concerned industries (slide) 


III- CHARACTERISTICS OF MULTIDIMENSIONNAL TECHNOLOGIES 


1- Interdependancie of several disciplines (10 and more) 

2- Branched or network development (tree, mushrooming, branched) 
- co-evolutions, inhibitions, divergences 
- Non linear (amplification, self catalysis) 

3- Cross fertilization (market analysis : no market !) 

Example : flat screen (France) 30 years 
portable computer, modem, liquid cristals, microcircuits 

4- Integrated technological systems 
R&D, systems management 


IV- INDUSTRIAL MATRIX OF A CHEMICAL COMPANY 


The change in the technological environment is reflected in such matrix 

ENERGY 

Transportation systems, construction 
Oil an Gas, Chemicals, automotive, aeronautics 

MATERIALS 

Composites, ceramics, adhesives, sealants, catalysts, dielectric material 

AGRIFOOD 

Animal health, packaging, food and beverages 

INFORMATION 

Printed circuits boards, electronics, printing equipment 

Phase one : energy, transportation, construction, chemistry 
Phase two : information networks, communication revolution and media 

Enormous potential for new products and markets. But need : 

Management of technological systems interfaces 
Management of technological information exchange 

EXAMPLE : 

- Catalysts of the future : artificial enzymes, molecular machines 

- Molecular electronics 

What ? how ? what for ? (Description, slides) 

Applications : 

- Biosensors (packaging, medicine, diagnostic test) 
- Molecular electronic devices 
- Conducting polymers 
- Thin film technology (Langmuir Blodgett) 
- Photosensitive material 
- Robots components 
- Catalytic microsurfaces 
- Programmed micromachines. 

How to adapt ? how to cope ? hope to change the organizations, the strategies and the individuals 

Second Part : 

A NEW CHALLENGE FOR ORGANIZATIONS AND PEOPLE 


I- WHY SUCH A CHALLENGE FOR MANAGERS ? 

They have to cope with rapid technological change 
They have to change organizations 
They have to adapt their working habits ans management rules 

This leads to the concepts of management of complex systems. 

We saw from the characteristics of multidimensionnal technological systems, why they represent a challenge for managers. 

- They need to create an environment which catalyse technological innovation, through croos fertilisation of ideas, know-how, projects 

- They need to monitor several technological developments at the same time to make them co-evolve. 

- They need to use a global approach, rather than short term "patch-work" approach 


II -THE FIVE KEY OF ORGANIZATIONAL CHANGE AND ADAPTATION 


1- Networks versus pyramids 

- Tradition hierarchical structures 
- Vertical : budgets, departments, work force 
- Networks : small teams, "networking" 

2- Biological versus mechanical 

- Rigid and static, slow response to environmental change 

- Open systems : flow of information (in house research: NIH syndrome) 
- Polycellular organization (small cells with communication networks) 

3- Multidimensionnal development strategy 


- Policy mix; 
- long term goals; 
- interconnected projets; 
- communication at all levels; 
- ideas from the top (description) 

4- Information management 

- Avoid information pollution 
- How to organize relevant information : seminars presentation to other groups ( through people !) 
- personal computers; access to data banks 

5- Project Teams 

- Break the vertical structure 
- Management support (pb : budget, people, overlap teritories) 

III- EXAMPLE OF TRADITIONAL DEVELOPMENT STRATEGIES 

- "Filieres" (French programs : nuclear, aerospace, transport) 
- Niches (Market analysis. "Push and Pull". Minitel success : why ?) 
- Networks (trial and errors, investement for the future) (Silicon Valley) 

IV- NEW DEVELOPMENT STRATEGIES ( adapted to molecular electronics) 

1- Technological forecasting : major trends (micro-electronics limits : size of circuits, printing techniques) 

2- Intelligence gathering : collect info : work shops, newsletter, visit labs (early stage !) 

3- Systems approach : map of related disciplines in the field, interdependancies between technological systems 

4- Network approach : Underground phase. Essential. Overlooked by large companies. "Humus". Contacts, joint ventures. 

5- Catalyst strategy : Spending policy. Mix : organize com. Intelligence network; seminars; students; equipment; small research projects; seed money 

6- Risk analysis : scenarios, applications 

DIAGRAM : 

- importance of follow up 
- Need all interconnected aspects : example of molecular electronics UK and France, Japan, US. Description of successfull strategies. 


V- MANAGEMENT OF PERSONAL RESSOURCES 


Individuals are nodes in the company inside and outside networks 

Need to manage human ressources : more creativity; openess to new ideas; productivity; stay "open systems" 

1- Management of personal information 

- JR : as an example 
- Basic functions, communication tools 

2- Management of personal energy 

- Stress, sleep, nutrition, poisons, exercice (body three networks) 
- Chronobiology 

3- Management of time 

- Day organization; use of telephone; dictating machines; computers; meetings; desk; 

4- Management of creativity 

- Right and left brain (analytic; synthetic) 
- Lateral thinking 


The importance in all that is not high tech but high touch ! 
The development of human ressources with the helps of high technology 

Finally, here is the most efficient strategy to cope with rapidly changing technological environments : THE PROPER MANAGEMENT OF PEOPLE IN ADAPTABLE ORGANIZATIONS.

Joël de Rosnay 

Director of Strategy

Cité des Sciences et de l'Insdustrie – La Villette – Paris – France 

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