-2- III. Answer the following questions shortly. (4 points to each question) 1. Forecasting vs. Backcasting 2. Large firms vs. Start-up firms (focusin

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1 th Semester Technology Management Final Exam 학번 : 성명 : I. Choose T(True) or F(False). (2 points to correct answers, -1 point to incorrect answers, 0 point to no answer) 1. Long-term planning tends to use more qualitative processes than short-term forecasting. ( ) 2. A firm that has fast-cycle development processes should always try to enter the market first. ( ) 3. In funding, while a bank wants a stable cash-flow forecast and intangible balance sheet, technologyoriented firms need fluctuated cash and generally have a week balance sheet. ( ) 4. While Japanese companies have their competitiveness in the early stage of life cycle, Korean companies generally do better than Chinese companies in the declining stage of life cycle. ( ) 5. Venture capitalists are most likely to provide funding after the new business has already begun operations rather than before it begins. ( ) 6. A project that covers embryonic or pacing technology in weak areas needs to be excluded in the list of potential projects. (from the case of MLCC) ( ) 7. Since breakthrough projects incorporate revolutionary new product and process design into a new product, the case of hydrogen fuel cells is one of the examples. ( ) 8. A lead user for a product will often give you an earlier and more accurate idea of whether a new product will be successful in the marketplace compared to other customers. ( ) 9. The CEO of LPL was a person of LG and the equity of LG was 50% in the collaboration with Phillips. ( ) 10. While the most active area of outsourcing is currently distribution and cleaning, the manufacturing process and IT will probably have a large portion of outsourcing. ( )

2 -2- III. Answer the following questions shortly. (4 points to each question) 1. Forecasting vs. Backcasting 2. Large firms vs. Start-up firms (focusing on characteristics of firms) 3. Primary activities vs. Supportive activities (in value chain) 4. Price of a call option vs. Exercise price (in R&D option) 5. Sequential NPD process vs. (Partially) Parallel NPD process

3 -3- IV. Present your answers about each question. 1. Read the following article and answer the questions. (30 points) 삼성과 LG가 `디스플레이 `에대해서로차별화된전략을펼치고있다. LG디스플레이가업계선두로치고나가기위해 LCD 패널생산라인증설에나서고있는데비해삼성전자는시장상황을지켜보자며다소신중한자세다. 또차세대디스플레이와관련해서도삼성모바일디스플레이는유기발광다이오드 (OLED) 를집중육성하고있는데비해 LG디스플레이는 OLED 와전자종이를같이키우는전략으로맞서고있다. LG디스플레이는특히휴대전화용 OLED 시장에서는추격자위치지만내년하반기에 30인치대 TV용 OLED 를출시해관련시장을선도한다는계획이다. LG디스플레이는전자종이사업에도적극적이다. LG디스플레이는올하반기부터 9.7인치컬러전자종이를양산할계획이다. 전자종이는아직흑백만상용화돼컬러전자종이등장은관련제품활용도를크게높일것으로예상된다. ( 매일경제, ) (1) What are the advantages of first-mover? (2) In addition, if LG display is a kind of a fast follower, how is it different with Amazon s strategy? (3) When the LG display decided to invest to OLED, it might ask five basic questions by itself. What are those questions? In addition, suggest your answers to the questions.

4 -4- (4) Present various types of collaborations. Which type of collaborations is proper to LG display? Why? 2. Technology roadmaps are very critical in planning R&D projects. Please answer the questions (15 points) (1) When the technology roadmap is drawn, how is the technology push approach and market pull approach differently applied? Explain the different process by providing four components and main layers of roadmaps. (2) In order to draw the technology roadmap, a technology portfolio should be analyzed. First, select a proper company to explain the technology portfolio. Then, explain the technology portfolio of the company with the BCG matrix, adding the perspectives of investment and cash-flow.

5 -5-3. While Samsung Electronics has tried to enter into new businesses, a part of the selected businesses is not a position that Samsung Electronics has high competitiveness. (20 points) (1) Samsung Electronics should collaborate with other companies for open innovation. How can the company decide whether it has to do make, collaborate and buy? Explain the questions related with the decision. In addition, present various strategies with a matrix of business importance and competitive position. (2) In case of make or in-house R&D, the company should control NPD process with a systemic process such as a stage-gate model. Explain the concept of the model and present the detailed gates and stages. Then, exemplify the activities in the gate 2 and stage 2 in detail. (3) If Samsung Electronics makes a new display, evaluate customer requirements by applying KANO model. Present three customer requirements that respectively cover three main types of customer requirements and then explain the process to conclude the type of each requirement (using functional and dysfunctional forms of questions)

6 -6-4. LG Electronics is planning a new business for a revolutionary IT product. (20 points) (1) How can it do funding? Present various types of funding. What is the proper type of funding in case of LG Electronics? (2) After funding, the company should choose R&D projects. It considers three potential projects. Present the best project by calculating NPV of each project. What is the problem in this case? How can this be solved? (Discount rate: 10%, apply 1/1.1=0.9, 1/1.1 2= 0.8, 1/1.1 3= 0.7) Year A B C 0 -$100 -$1000 -$ $50 $500 $300 2 $70 $500 $400 3 $60 $800 $600

7 -7- (3) Explain the AHP process to prioritize R&D projects by presenting three criteria. Then, present the best project, computing CI of criterion (a). Criteria (a) (b) (c) (0.3) (0.4) (0.3) A B C Priority (a) Sum product n RI 수고하셨습니다. ---

04-다시_고속철도61~80p

04-다시_고속철도61~80p Approach for Value Improvement to Increase High-speed Railway Speed An effective way to develop a highly competitive system is to create a new market place that can create new values. Creating tools and