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TECHNOLOGY MAPPING for INVESTORS, EXECUTIVES & MANAGERS

      Technology Landscaping Processes and Case Studies

In this white paper report, we describe the technology mapping process and provide examples (case studies) from the past that demonstrate HOW technology mapping can help investors and managers better understand what is really coming and when.

Technology Mapping Primer Technology mapping is one of the best kept competitive secrets on the planet because it works-for those who are disciplined enough to use it. Technology mapping provides uniquely clear over-the-horizon pictures of trends in technology and the breadth of the competition that traditional marketing research methods often miss.

With technology mapping, investors, executives and managers can see
      • which technology options are growing or which are shrinking,
      • which R&D programs are likely to lead to products and how much has been invested,
      • whether licensing or acquisition opportunities exist and with whom
      • and more.
Competitor analysis with technology mapping can lead to a clear picture of where their investments are focused and when products might be ready to launch.


White Paper Report - Table of Contents
Chapter  Contents Page
1   Why investors, executives and managers should map technology. 4
2   What are the benefits and challenges of technology mapping? 5
3   Why does technology mapping work?
          Figure 3-1. Where information is published can help analysts 		7
4   The technology mapping process.
          Figure 4-1. Process for Technology Mapping.
          Figure 4-2. Measurements and Visualizations for segments.
          Figure 4-3. Summarizes Segments and Categories.
          Table 4-1. Key Features of each Method for Organizing Data
          Table 4-2. Color coding in the Company Matrix
9
5   Assessing competitive advantage. (Case Study)
          Figure 5-1. A strategic view of stent developments…
          Figure 5-2. Visual Index™ of drug delivery in stents in 2003
          Figure 5-3. BSX performance around the publication time period.
          Companies: Boston Scientific, Guidant, Johnson & Johnson, Medtronic 		19
6   Predicting disruptive technologies. (Case Study)
          Figure 6-1. Patenting activity in catalytic converters.
          Figure 6-2. Vitality Plot for catalytic converters using IPC codes.
          Companies: Bowling Green State University, Denso Corp.,
                            Ford, H. R. Ross Industries, Honda, Nissan Motor,
                            Northrop Grumman , Paice Corp., Volvo 		23
7   Assessing ideas – knowing when to quit! (Case Study)
          Figure 7-1. Knowing when to quit. A strategic view with a technology stack. 		25
8   X-ray of company R&D activity. (Case Study)
          Figure 8-1. Co-author analysis of a NI glucose R&D program.
          Fig. 8-2. Patenting activity reveals three major group efforts.
          Companies: Abbott 		27
9   Profile of a power acquisition. Active Screening. (Case Study)
          Figure 9-1. The Company Matrix is a summary of activity
          Table 9-1 Rating Scale
          Table 9-2 Acquisition Opportunities Table
          Companies: Merck, SIRNA, others 		30
10   Discussion/Conclusions 33
  References 35
  Legal Notices 36

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