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Le Management des Transferts de Technologie - Daniel ROUACH, EAP. BD Scanning Scanning : Lesson 1 "To be beaten is excusable, to be astonished, unforgivable"

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Presentation on theme: "Le Management des Transferts de Technologie - Daniel ROUACH, EAP. BD Scanning Scanning : Lesson 1 "To be beaten is excusable, to be astonished, unforgivable""— Presentation transcript:

1 Le Management des Transferts de Technologie - Daniel ROUACH, EAP. BD Scanning Scanning : Lesson 1 "To be beaten is excusable, to be astonished, unforgivable" Napoléon Source : L'Oréal

2 Le Management des Transferts de Technologie - Daniel ROUACH, EAP. BD Scanning Scanning : Lesson 2 "Businessmen, if you don't scan the horizon about the last innovations of your competitors, you are out of competition" Source : L'Oréal

3 Le Management des Transferts de Technologie - Daniel ROUACH, EAP. BD Scanning Scanning : Lesson 3 "Scanning activity is everyone's business" Source : L'Oréal

4 Le Management des Transferts de Technologie - Daniel ROUACH, EAP. BD Scanning Information helps to reduce incertainty It also enables the person possessing it to accomplish several things: t To make him-or herself indispensable t To justify his or her actions after the event t To come across as being rational (i.e. "modern") t To appear to champion "transparency" and démocracy t To protect him-or herself t To remain unpredictable

5 Le Management des Transferts de Technologie - Daniel ROUACH, EAP. BD Scanning Management of informal information t Astonishment reports t Astonishment reports i.e. reports in which the author mentions everything that may have astonished things that bear no direct relationship to the initial reason for his assignment or even to his line of work t Individual contacts t Individual contacts Whereas publications are the reflection of a previously developed, duly codified science, individuals are the observers or actors of a science that is in the process of developement as well as of its potential applications

6 Le Management des Transferts de Technologie - Daniel ROUACH, EAP. BD Scanning Informal sources t Business communication t "Open-house" days t Sub-contractors t Research projects and study trips t Exhibitions and trade fairs t Conferences, seminars and clubs t Job applicants t Trade negotiations t Networks of personal relations

7 Le Management des Transferts de Technologie - Daniel ROUACH, EAP. BD Scanning The 5 kinds of technological lookout Kinds of Method Caracteristics lookout 1. The- Patent war- Morality & Conquering- Offensive situation very various methods - Unlimited means 2. The- Ex-members of- Important means Aggressive Intelligence service - Careful treatment- Professionalism & ethics of datas- A "leader" lookout 3. The- Classic means- Limited means Active- Start of scanning department 4. The- Opportunists- To react towards attacks Reactive- Very limited budgets 5. The - No special actions- Blinded and passive Drowsy

8 Le Management des Transferts de Technologie - Daniel ROUACH, EAP. BD Scanning Five kinds of lookouts Kinds of Caracteristics lookout 1. TheConstantly active, he is quick to Conqueringinvest and ever ready for battle 2. TheHe can often be found in highly Aggressive competitive markets. A large number of former military intelligence specialist take up scanning activities in the private sector 3. TheMany French lookouts fall into this category Active 4. TheThe kind of lookout only reacts Reactivewhen under attack 5. TheHe sees no point in scanning the Drowsyenvironment and has no fear of competition!

9 Le Management des Transferts de Technologie - Daniel ROUACH, EAP. BD Scanning Five kinds of lookouts Agressive Active Inactive Amateurs Professionals Experts Drowsy Reactive Active Aggressive Conquering

10 Le Management des Transferts de Technologie - Daniel ROUACH, EAP. BD Scanning The different facets of scanning activity Technological scanning Competitive scanning Market scanning Strategic scanning * Geopolitical scanning * Geographical scanning * Legal scanning * Societal scanning

11 Le Management des Transferts de Technologie - Daniel ROUACH, EAP. BD Scanning Fields of technological scanning Fundamental & applied Research Factories & process Patents & standards TechnologicalScanning Technological: Scanning Which technologies?

12 Le Management des Transferts de Technologie - Daniel ROUACH, EAP. BD Scanning Technological scanning Technological scanning involves observing and analysing the scientific, technical and technological environment as well as its present and future implications in order to identify both opportunities for development and threats to development

13 Le Management des Transferts de Technologie - Daniel ROUACH, EAP. BD Scanning Competivite scanning Useful informations to understand consumer behaviour and to anticipate what it will be in the future: t The competitor's current performance t His strategy t His goals for the future t His abilities t The assumptions underlying his acts and decisions

14 Le Management des Transferts de Technologie - Daniel ROUACH, EAP. BD Scanning Competitive scanning t All components of his advertising campaigns for every product of market t His attempts at breaking into new markets t His contacts with new suppliers t His interest in new technology t Want ads for management positions published in the press t New product development t R & D efforts In particular, gathering the following information on any given competitor may prove to be useful

15 Le Management des Transferts de Technologie - Daniel ROUACH, EAP. BD Scanning Competitive scanning It is therefore vital for companies to manage information on both existing and potential competitors A long-term project of compiling, comparing and verifying information may reveal huge "chunks" of competitors strategy

16 Le Management des Transferts de Technologie - Daniel ROUACH, EAP. BD Scanning Market scanning t Customers and markets * The changing needs of customers * Their changing relationship to company * Their degree of solvability t Suppliers * The supply of new products * The changing relationship of suppliers to the company * The suppliers' ability to provide essential products at the lowest possible cost t Labor market * Changes in the supply of new skills * The relationship between labor and management * Manpower costs t Dissatisfaction

17 Le Management des Transferts de Technologie - Daniel ROUACH, EAP. BD Scanning Environmental scanning Environmental scanning comprises four categories: Geopoliticalscanning Geographical scanning Legal and legislativescannnig Societal scanning Scanning

18 Le Management des Transferts de Technologie - Daniel ROUACH, EAP. BD Scanning Economic intelligence in american economy Pentagon Military & civil federal agencies practicing economic intelligence (60) i.e.: CIA FBI NES DIA National Sciences Foundation National Institute of Health Office of Naval Research Thinks that MIT... Economic Strategy Institute Economic Policy Institute Council of Competitiveness Federations Employers National Association of Manufacturers Employees AFL-CIO UAW Communications Workers of America United Steel Workers of America Executive Power (US Technical Information Service) (Office of Japanese Scientific & Technical Literature) National concertation such as Sematech Legislative Power Specialized Committees Intelligence professional associations American Society for Industrial Security Companies Law firms Economic Information companies Dun & Bandstreet SRI International International Research Real World Intelligence Search Associates Kroll

19 Le Management des Transferts de Technologie - Daniel ROUACH, EAP. BD Scanning The steering committee t Its functions * Getting the process under way and assisting general management in defining strategic objectives * Teaching methodology to participants * Guiding possible subcontractors and the use of exceptional resources * Coordinating the activities of the lookout groups * Managing the scanning budget

20 Le Management des Transferts de Technologie - Daniel ROUACH, EAP. BD Scanning The steering committee t Its composition * Researches * R&D management * Marketing-sales management * Production management * Specialists on reference material and patent rights t Its activities * Defining strategic objectives (in conjunction with top management) * Selecting lookouts * Making sure that the methodology is properly applied * Budgeting and budgeting control * Synthesizing requests for resources and research findings from the various lookout groups

21 Le Management des Transferts de Technologie - Daniel ROUACH, EAP. BD Scanning The lookout groups t Their functions * Carrying out scanning activities toward a specific strategic objective * Doing fieldwork in search of the information they need * Supplying information syntheses to the interested parties t Their composition * Pluridisciplinary: (5-10 volunteers with expert knowledge in the relevant areas)

22 Le Management des Transferts de Technologie - Daniel ROUACH, EAP. BD Scanning The lookout groups t Their activities * Drawing up a research plan on the group's goal * Supplementing the central research plan with ad hoc projects carried out at a lower level * Drawing up a research plan on key indicators * Defining plans for action and for using information sources * Drafting reports and distributing them to the appropriate persons

23 Le Management des Transferts de Technologie - Daniel ROUACH, EAP. BD Scanning A few hints on how to succeed in creating a scanning unit t Provide relevant information t Start out with information that managers want rather than with information they actually need t Divide up tasks intelligently t Involve line personnal in the scanning plan t Set up specific teams in the various functions and local units t Emphasize the quality rather than the quantity of information t Clearly differentiate information provided according to the person at whom it is directed t Always bear in ming that the information belongs first and foremost to the company

24 Le Management des Transferts de Technologie - Daniel ROUACH, EAP. BD Scanning Four major lessons Scanning is an indivisible global undertaking It requires an appropriate methodology that makes it possible to take full advantage of the existing sources of information It calls for an organizational structure that enables the various lookouts to work in synergy Some information may also be of interest to other parts of the company

25 Le Management des Transferts de Technologie - Daniel ROUACH, EAP. BD Scanning The lookouts needs to be just like Bouddha : With a small mouth and large ears


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