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IE 48G.01 SP TP
Technology Development Engineering
Dr. Suat Genc
Part-time Assistant Professor
Department of Industrial Engineering
Bogazici University
Lecture 5: Technology Assessment & Strategies
BU IE 48G TDE Lecture 5: Technology Assessment & Strategies S. GENÇ 1
Reusability of Technology
Successful technologies, parts or subsystems can be used in more than one
system or product.
“Reusability” is the ability of technologies, parts or subsystems to be utilized
satisfactorily in different places, systems or products.
It is not recommended economically or strategically to start from scratch when
new things are developed.
System 1 System 2
PASSAT v4
Reusable
technologies/parts/subsystems
PASSAT v6
BU IE 48G TDE Lecture 5: Technology Assessment & Strategies S. GENÇ 2
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Definitions
Subsystem (SS)
Piece Part (PP)
Detail Piece Part (DP)
Total System Architecture (TSA)
BU IE 48G TDE Lecture 5: Technology Assessment & Strategies S. GENÇ 3
Reusability Levels
When compared with the current system, the
new system might have different levels of
Source
commonality.
Commonality can be at TSA concept level,
Competitor’s Product
subsystem concept level, PP concept level
New Technology
Current Product
Analog Product
and detail PP level.
If the commonality is high, the new system or
product can be delivered to market faster and
cheaper. Level
If the commonality is high (on the other hand), TSA Concept
the new system or product may not be SS Concept
superior over the current product. PP Concept
There should be a balance between new and Detail PP
current concepts to save resources but at the
same time be enough competitive. %100 Commonality
(similarity)
BU IE 48G TDE Lecture 5: Technology Assessment & Strategies S. GENÇ 4
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Commonality Rages
Source
If TSA, SS, PP and/or detail PP
concepts are all newly developed
and used, the new system has
Competitor’s Product
zero-commonality. In other
words, the system has a radical Varying degree of
New Technology
Current Product
Analog Product
change. Commonality
Between zero and full Level
commonality, there might be
TSA Concept x
many other alternative
combinations. SS Concept 100
PP Concept 100
Detail PP 100
%100 Commonality
%0 Commonality
BU IE 48G TDE Lecture 5: Technology Assessment & Strategies S. GENÇ 5
Grouping Commonuality
Reusability can also be grouped as follows:
Source
Incremental: At all or most levels,
current system concepts are used or
minimally changed.
Competitor’s Product
New Technology
Current Product
Analog Product
Architectural: System architecture is
new, but subsystems are similar to or
the same with the current concepts.
Level
TSA Concept
Modular: System architecture is the
same, but one or more subsystems SS Concept
I R
or parts are new. PP Concept
Detail PP
Radical: Both system architecture
and subsystems /parts are new.
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The Preferred Change Level
Source Source
Competitor’s Product
Competitor’s Product
New Technology
New Technology
Current Product
Current Product
Analog Product
Analog Product
Incremental
System Radical
System
Level Level
TSA Concept TSA Concept
SS Concept SS Concept
PP Concept PP Concept
Detail PP Detail PP
The most successful products in the market are the ones with 20-30% changes wrt the
current product. (20-30% change makes a radical (full change) impression with customers).
BU IE 48G TDE Lecture 5: Technology Assessment & Strategies S. GENÇ 7
Measuring Reusability Level
Customer Expectations/Needs
Source
Need n
Need 1
Need 2
Need 3
…
Competitor’s Product
New Technology
Current Product
Analog Product
Met by DP SS PP TSA TSA
Source Cu Co A N N
Level
Imp 0,05 0,15 0,10 0,15 0,05
TSA Concept 0,20
SS Concept 0,15
PP Concept 0,10
Detail PP 0,05
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Measuring Reusability Level
Reusability level can be Source
calculated by summing all cells in
each column.
Competitor’s Product
New Technology
New technology usage level is
Current Product
Analog Product
26% in the sample case.
Preferred new technology usage Level
in a new generation product is TSA Concept 0,03 0,20
between 20-30% (average level is
25%). SS Concept 0,08 0,05 0,06
PP Concept 0,18 0,12 0,10
Detail PP 0,05 0,10 0,03
0,34 0,27 0,13 0,26
BU IE 48G TDE Lecture 5: Technology Assessment & Strategies S. GENÇ 9
Reusability Strategy
Case 1:
Totally Totally
X
Each time, 100% of the product is
New New
Design
changed, therefore, time to market is
Design 100
N N+1 6 years.
100
100
In this case, the company presents
new concepts to market in early
years, but later presents old concepts
1993 Market introduction times 1999 to market (not-recommended).
Case 2:
X Each time, 25% of the product is
2 changed, consequently, time to
75 25
1 3 5 market is reduced to 1,5 years.
85 15
4 80 20
Partially Partially
New
25% of the New In this case, the company always
Design Design presents new concepts to market
product is new
N N+1 (recommended).
BU IE 48G TDE Lecture 5: Technology Assessment & Strategies S. GENÇ 10
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Homework #5
1) Identify a reasonable set of customer expectations/needs with importance weightings
for your term project product.
2) Compare at least two products (old vs. new version of the same product of a
company or two similar/comparable new products of a company) to determine
reusability values. In either case, use one version as your current product and the
other as your new product. (In this exercise, you will be using current product and
new technology collomns in commonality matrix).
BU IE 48G TDE Lecture 5: Technology Assessment & Strategies S. GENÇ 11
