SPECIAL LECTURE융합경영 (CONVERGENCE MAN-AGEMENT)LECTURE 11

2013, 01,03

Convergence ~ “The merging of distinct technologies, industries, or devices into a uni-fied whole” (Merriam Webster)

Three Apples That Changed the World

New Business Environment

Commoditization of Management Innova-

tion

TQM, JIT, BPR, 6 Sigma, ERP, Lean Management

Technology-supported knowledge sharing

The short life span of competitive advantage

Outsourcing-trained new global firms in

Emerging Economies

Manufacturing is gravitated to low cost regions of the world

Samsung, LG, Haier, Lenovo, Tata

New Business Environment

Ever shortening product life-cycle laptops, smart phones, iPad, e-book)

The groundswell effect Social Network Service

Groundswell vs. Chaos

New Customer Value Price, quality, speed, customization < experience, feelings

Evolution of Strategic Focus

How to Do things Right Efficiency JIT, TQM, Six Sigma, Benchmarking

How to Do Right things Effectiveness Decision Making: DSS, BPM, ERP

How to Do New Things Innovation Meta Innovation: Reinventing Innovation

Innovation: Definition

“New ideas or approaches applied in fundamentally different ways resulting in significant value in organization and other stakeholders” Customers Suppliers Partners Communities Government

Products and Component Convergence:Product Innovation

VALUE CHAIN MODEL

Technology ConvergenceTechnology & Product inno-vation

AVATAR PROJECT (HARVARD UNIV.)

Industry ConvergenceMarket innovation

ShoppingCelebrity Fan Meeting

Finance

Clinic

Hotel

Transportation

Converged Tourists Service

Converged Tourist Service

Customer Experience Reengineering (CER): Own-ing Using it as a Service

CER: Developing New Experi-ence

Passive immersion in a virtual world

Active physical entertain-ment in the real world

CER: Provide Easier Experience

Finding & buying a new music, organizing it into personal playlists, providing solution to the piracy (Game changing conve-nience)

Imperative for CER

Value First, Technology Second

Customer Science

VALUE: Customer Value Proposition Definition

Helping customers get an important job done

TATA CVP: providing scooter families with a safe,

enclosed car at affordable price for them Motor cycles in traffic carrying entire fami-

lies Car for $2500

Beyond Customer’s Ex-pectation

“Expose yourself to the best things that humans

have done and try to bring those things into

what you are doing. Good artists copy, great

artists steal”– Steve Jobs –

Alto 1979 Xerox Corporation at Palo

Alto Research Center (PARC) in the1970s

Things to Remember

“If I have seen further it is by standing on the shoulders of Giants.“ – Isaac Newton 1675

One More Comment !!!