1

Name of Subject Management of Technology Instructor Prof. Masanori NAMABA

ID No: 52110004 Name Nguyen Hoang Anh
Title: Summary Report - Chapter 1 - A Different Game

1. Important points
1.1 Emerging Technology is a different game with different rules in contrast with
Established Technology.
1.2 If an established firm would like to be successful with an emerging technology, it has
to face and embrace some challenges: coping with great uncertainty and complexity,
keeping up with accelerating change, developing new competencies.
1.3 There are not simple, absolute answers about successful secrets of a corporation
applying and managing a certain emerging technology.
2. Pros:
2.1 Whereas the technology, infrastructure, customers, and industry are relatively
well defined for established technologies, those factors are ambiguous with emerging
technologies. For examples, in aspect of market or customers, if customers usage
patterns and behavior of a firm with established technologies are well-defined as well as
market knowledge is known thoroughly, with emerging technologies those are formative
and speculative. Furthermore, managers who want to succeed in the different game
need to know and manage different rules related to environment, organizational context
strategy making, resource allocation, market assessment, development process or people
management, etc
2.2 First, coping with great uncertainty and complexity because in the earliest stages
of development, products or services made by an emerging technology may not have
some mistakes and do not achieve customers preferences. Moreover, consumer usage
patterns and behavior are exploratory and formative while market knowledge is scant.
2

Second, keeping up with accelerating change because lots of technologies,
especially informatics or Internet, make the technological progress faster and faster.
Third, developing new competencies to make new product features suitable with
customers preferences and to competes with other peers which also pursue the emerging
technology.
2.3 To succeed with an emerging technology, managers need to have the ability to
live with paradoxes and associated ambiguities.
3. Cons:
3.1 I think the deep origin of any certain emerging technology is from the need or the
want of market or customers. Off course, the firm can create the need for customers
in an active way (like the case of Walkman product of Sony) but it must also based on
customers psychology and potential needs.
3.2 Emerging Technologies are different games with different rules but I think
corporations cannot ignore some old rules and some traditional approaches when
evaluating a new project with new technologies, for examples NPV analysis, discounted
cash flow or pay-back period. A potential, emerging technology should bring favorable
profit and cash flow for the company.
3.3 I do not agree with the opinion that Winners are often pioneers, but most pioneers
fail. If most pioneers fail, who dares to become a pioneer?
4. Questions:
4.1 What are Peoples thinking frameworks? (Page 6: The risks are not just external
but also internal, relating to the biases and limitations of peoples thinking frame works)
4.2 Are there possibilities that incumbents often have more chances to be successful with
an emerging technology?
4.3 What are the criteria to choose a certain emerging technology? what is real options
value?