"An analysis of the R&D strategies, financing, programs, projects, organization, staffing, and accomplishments of a domestic firm"
The following write-up constitutes a part of the term paper we submitted in fulfillment of a requirement (as described above) in our "TM 204: Management of R&D" class. It is the part that I personally wrote. With the permission of my co-authors, I may (or may not) post the entire paper here in the future. I replaced the firm's name with a place holder to maintain confidentiality.
R &D Management
- R&D Organization
- Centralized R&D
The R&D effort is directed and managed by technical managers who all ultimately report to a central authority (which happens to function both as the COO and CTO.) The decisions on which projects to pursue comes from this central authority. R&D funding is also centralized. The R&D department is allocated it's own budget taken directly from the company's overall annual budget.
Having a centralized R&D facilitates collaboration among its engineers. It allows them to leverage each others knowledge and expertise. Furthermore, it provides a certain level of flexibility in that engineers can be assigned to different projects when needed. However, it is worth noting that the company's centralized R&D is as much a reflection of the company's size and the scale of its R&D activities as it is deliberate decision. The size of the company and its product portfolio dictates for a centralized R&D (it does not make sense for a small company to have a decentralized R&D.)
- Product-centric Teams
Though R&D itself is centralized, the company as a whole uses a matrix form of organization. Thus, members of the R&D department, who are mostly hardware and software engineers, are distributed into cross-functional, product-centric projects that has members from other functional departments. That is, the projects teams are built around the companies products and cuts across the different departments of the organization. The project teams are managed by project managers who are also responsible for forming the team (i.e. selecting members from the department) subject to the approval of the COO. The project manager himself is designated by the COO.
Having cross-functional, product-centric teams allows the company to be responsive to the market, specifically to the needs of its customer since the team itself (through the project manager and sales persons in the team) coordinates with the customers. Moreover, the primary reason for creating a project team is to focus its members attention and effort on a particular product and its customers. This structure supports the company's business strategy of applying, exploiting and integrating existing technologies (e.g. GPS, GIS) and enables the company to achieve its mission of providing integrated, end-to-end solutions (i.e. complete systems) that add value to the business of its customers.
- R&D Strategy
The company's market-pull approach that lead the company's R&D to focus on incremental innovation has been effective so far in terms of its impact on the company's past profitability and promises to remain effective in the short-term. It allowed the company to focus on developing products that sell and developing enhancements that are in-demand. Furthermore, it has a multiplier effect in that enhancements requested by one customer can be sold to other customers as well with no development cost (or at least with the cost “subsidized” by several customers.) In short, by focusing the company's resources on low-risk projects (i.e. with demand known before-hand), the company operate efficiently and maximize its profits (i.e. extract the most profit out of their product.) However, having no radical innovations or distinctive technologies of their own, leaves the company at risk not only to the threat of disruptive technologies that might render their products obsolete but also to the entry of new players which can deliver similar products at lower costs. Thus, if it is remain viable and profitable in the long-term, the company must undertake long-term projects aimed at generating radical innovations or new distinctive technologies or products that could provide the company a competitive advantage over existing and future players in its industry.
The company appears to be aware of these threats as it attempted to establish another R&D unit outside and independent from its current R&D department in hope of developing, if not radical innovations then at least, completely new products (utilizing technologies outside of their current core-competencies i.e. GPS, GIS) that would diversity their product portfolio. The management has decided to established the unit in OpenTBI as a separate but wholly-owned entity not only to take advantage of OpenTBI but to minimize disruption and maintain the main R&D group's focus on existing products. Though the initiative looks encouraging, it has yet to produce a viable product that can be commercialized.
- Technology Acquisition & Planning
- Technology Acquisition
Initially, [Company Name] focused its R&D effort on the software and firmware components only. However, through collaboration with industrial partners and the academe, it was able to acquire the level of know-how required to do hardware design. By reverse engineering the output provided by Ayala Group's Integrated Microelectronics Inc. (IMI), to whom it used to outsource hardware design, and in consultation with industry experts and senior faculty members from the academe, the company was not only able to come up with a comparable design but was also able to incorporate its own improvements that enabled it to customize the hardware and firmware of its products. In particular, the company was able to integrate or interface custom components such as keypads, additional ports and communication modules that were not available in off-the-shelf products. Furthermore, the company was able customize certain device parameters such as polling and sending intervals that are not readily customizable in off-the-shelf-products. In turn, these enhancements in hardware and firmware enabled the company to introduce new features in its software that made the solutions more attractive to its customers.
The company's initiative to collaborate with the academe lead to the signing of Memorandum of Agreement (MOA) between the company and academic institutions such as U.P. EEE and the Ateneo Innovation Center. However, aside from informal idea sharing and helping them develop their initial designs, its partnership with the academe has yet to produce any formal collaborative research project.
- Technology Planning
The company is also known to send engineers regularly to attend conferences and trade shows that relates to its business (e.g. GPS, GIS, telemetry) both local and abroad. This has the dual purpose of both serving as an incentive to its engineers and also as limited form of technology-scouting. It uses reports generated from these activities to identify new components and technologies that it can utilize and eventually, acquire to improve its solutions.
The company also conducts technology roadmapping but primary as a product planning and development tool. That is, it uses roadmapping to schedule product upgrades and re-designs to keep their solutions up-to-date in the context of new developments in the IT industry such as releases of new operating systems, new development frameworks, new standards, new database and web technologies, etc.
- Conclusion
The management of [Company Name] demonstrates a basic appreciation and understanding of the role of R&D in the sustainability of the company's business. Its initiatives to collaborate with the academe and to spin-off a separate R&D unit point to its awareness of the importance of technology and its desire develop new technologies and products to keep it competitive and expand its business. The effort and resources it puts to perform roadmapping and to keep its products up-to-date further supports this. These are all promising signs that the company is in the right direction in terms of its attitude towards technology and R&D. However, the company needs to develop a clear, well-formulated technology strategy and to institutionalize technology management. To do this, it needs a definitive understanding of the industry, its competitors and the direction of technologies that concerns their business. Conducting technology audit, benchmarking and forecasting will be a good starting point. By knowing its strengths and weaknesses and that of its competitors and similar companies both local and abroad and by knowing the technology trends in its industry (or industry-segment), it will be in a better position to come up with a plan and initiate long- and short- term R&D projects that will enable it to mitigate risks, respond to threats and take advantage of opportunities in the near- and long-term future.