Left right, left right, wrong! management and marketing ofadvanced materials

摘要

The significance for corporate competitiveness of the use ofrevolutionary new materials and associated technologies is noted, as isthe need for organisations to find ways to bring these novel outputs tomarket faster. Key knowledge to achieve this may reside outside thecompetencies of individual companies, and deep within the science base.New partners and alliances may be needed. This paper reviews models oftechnology and information transfer, quality improvement and changemanagement, and notes a general weakness in the application of newtechnologies revolution. The weakness relates primarily to theassumption that the process is unidirectional and linear. Alternativemodels are presented and discussed, including a development of Deming'sview of production as a system (1988). A case study is presented inalliance formation and information technology transfer. A method bywhich the principles proposed might be implemented, the rolling teamconcept, is presented. It is concluded that the revised systemic modelof the implementation of the development of new products and servicesfrom a new materials technologies base can be adopted with advantage,but that a full understanding of the concept and implications of themodel by the participants is essential