Aligning Technology Development with Business and Manufacturing Strategy

It makes sense that the development process, from the outset, should be aligned as closely as possible with the business and manufacturing strategy for exploiting it commercially. Manufacturing is a very competitive, international activity. Manufactured products are mobile and can be shipped around the world quickly and cheaply. Any new product or technology therefore must be capable of fighting its corner against direct competition, as well as against alternatives or substitutes. An effective way of addressing how a product should be positioned in a market is through a value proposition. There are many routes to commercialisation, and the chosen approach will depend on the market and industry structure, as well as the barriers to entry, the status of the company developing the product and the funds available. Environmental factors play a big part in the development of new technologies and products. In fact, enhanced environmental performance is one of the major drivers of new technologies.