COMMERCIALIZATION STRATEGY

1
COMMERCIALIZATION STRATEGY
2
Professor Tim Ruefli

• Department Management Science Information
  Systems
• Office CBA 3.242
• Phone [phone]
• E-Mail tim.ruefli_at_bus.utexas.edu
• Web http//www.bus.utexas.edu/Faculty/Tim.Ruefli/
  
• Office hours by appointment

3
Appointments
Daniel B. Stuart Centennial Professor in the
Application of Computers to Business
Frank C. Erwin Jr. Centennial Research Fellow
IC2 Institute
Director, Information Management Specialization,
McCombs School MBA Program
Member, Extended Faculty, Instituto Technologico
y de Estudios Superiores de Monterrey, Monterrey,
N.L. Mexico
4
Teaching

• Information Technology Management
• Strategic Analysis for High Technology Industries
• High Technology Entrepreneurship
• Commercialization Strategy

5
Research

• Industry Analysis
• Management Science Methods for Strategy
• Knowledge Management in High Tech Startups
• Archetypes and Myths in the New Economy

6
Consulting

• Dell Computer, Round Rock, TX
• IBM Knowledge Management Institute, Boston, MA
• McKinsey Company, New York, NY
• Grupo Emyco, Leon, GTO, Mexico

7
Teaching Assistant

• Honghui Deng
• MSIS Ph.D. student
• hhdeng_at_uts.cc.utexas.edu

8
Commercialization Strategy
9
Competitive Environment
Science Technology
Cultural Environment
Business Vision
Organization Vision
Technology Vision
Business Strategy
Technology Strategy
Organization Structure
Technology Assessment
Product Strategy
Business Plan
10
Show Me the Commercialization Strategy
11
Competitive Environment
Science Technology
Cultural Environment
Business Vision
Commercialization Strategy
Organization Vision
Technology Vision
Commercialization Strategy
Business Strategy
Technology Strategy
Commercialization Strategy
Organization Structure
Technology Assessment
Product Strategy
Business Plan
12
Competitive Environment
Science Technology
Cultural Environment
Scenarios
5 Forces
Business Vision
Organization Vision
Technology Vision
Business Strategy
Technology Strategy
Organization Structure
Technology Assessment
Product Strategy
STC 384 Product
Business Plan
13
Course Topics
14
Session 1 Introduction to Commercialization
Strategy

• September 22
• Texas Steel Center Case

15
Session 2 Economics of Strategy

• October 6, 2001
• Nucleon case
• Description of the subject of the team project
  for STC 384 and list of team members submitted
  via e-mail by October 1 (three page maximum).

16
Session 3 Industry Analysis

• October 20, 2001
• Matching Dell case
• Each team should submit a SWOT analysis via
  e-mail (an electronic form will be provided.) by
  Oct. 18.

17
Session 4 Strategic Positioning

• November 3, 2001
• Teledesic Case
• Five-Forces Analysis (PowerPoint slides and
  executive summary) for team project is due by
  e-mail November 1.

18
Session 5 Sustained Competitive Advantage

• November 17, 2000
• Genzyme case
• The Scenario Analysis for the team project
  (PowerPoint slides and executive summary) is due
  via e-mail November 16.

19
Session 6 Hypercompetition

• December 1, 2001
• Caterpillar Komatsu cases
• Technology Vision Strategy for team project
  (PowerPoint slides and executive summary) due by
  e-mail on November 30.

20
Session 7 Strategy in the Information Economy

• December 15, 2001
• Microsoft Network case
• Business Vision and Strategy for team project
  (PowerPoint slides and executive summary) is due
  by December 14.

21
Session 8 Strategic Commitment

• January 5 , 2002
• Minnetonka Corp. case
• Product roadmap and Strategy for team project
  (PowerPoint slides and executive summary) is due
  by January 4.

22
Session 9 Strategy Structure

• January 19, 2002
• Commercialization Strategy for team project
  (PowerPoint slides and executive summary) is due
  by January 18.
• Exam due Jan. 25

23
Project Deadline

• Final Commercialization Strategy for team project
  due Jan. 25, 2002

24
Summary of Deliverables
25
Materials
26
Text
Besanko, D., Dranove, D. and Shanley, M.,
Economics of Strategy, Second Edition, John Wiley
Sons, New York, NY 1999
27
(No Transcript)
28
Readings Packet
29
Grading

• Project 50
• Exam 25
• Participation 25

30
THE
END
THE
END