Managing Platforms and Portfolios of Technology

MULTIPLE CHOICE

     1.   A single technology firm typically will be:

a.
based on a portfolio approach
b.
horizontally diverse
c.
vertically diverse
d.
an entrepreneurial or family business
e.
unlikely to succeed

ANS:  D                    PTS:   1

     2.   Which of the following options is not used by a single technology firm?

a.
product market exploitation
b.
scope strategy
c.
technology enhancement
d.
market enhancement
e.
product enhancement

ANS:  B                    PTS:   1

     3.   The benefit of a single technology strategy is:

a.
know that technology very well and proficient with it
b.
limit industry risks
c.
greatest return
d.
limit international exposure
e.
able to expand the fastest

ANS:  A                    PTS:   1

     4.   A product platform:

a.
is made up of groups of products with some relatedness between them
b.
is made up of groups of product with no relatedness necessarily between
c.
typically has products coming from a single factory
d.
focuses on a single technology
e.
relies on a single distribution channel

ANS:  A                    PTS:   1

     5.   The benefits of a platform include all of the following except:

a.
speed – faster to introduce new products
b.
cost – cheaper to design, market, distribute new products
c.
design quality – understand how to design and produce product
d.
coherence – among products
e.
preferability – overcome a negative image with consumers and apply it to other areas

ANS:  E                    PTS:   1

     6.   The greatest power for a platform comes from:

a.
being the largest in the industry
b.
being closely associated with the government
c.
being the most efficient
d.
being the foundation for other platforms and products
e.
following a concentration strategy

ANS:  D                    PTS:   1

     7.   The factors that impact a platform leadership include all of the following except:

a.
scope of the firm – how many businesses and technology the firm employs
b.
multi-dimensionality of the team – ability of the firm to focus employees skills
c.
product technology – ability of the others to become competitors
d.
relationships with external complementors – firms that the firm now works with
e.
internal organization – administrative support

ANS:  B                    PTS:   1

     8.   The steps in building a product platform include all of the following except:

a.
identify growth opportunities
b.
take a fresh look at market needs
c.
analyze products of competitors
d.
examine processes and distribution channels currently used to be sure as good as can be
e.
replace top management team if vision is not broad enough

ANS:  E                    PTS:   1

     9.   Characteristics of portfolio management include all of the following except:

a.
it is very deliberate environment
b.
it requires evaluation, selection, and prioritization
c.
it demands that bad products and processes be eliminated
d.
total portfolio should be reviewed regularly
e.
it is an ongoing process

ANS:  A                    PTS:   1

   10.   The goal of the portfolio analysis is to:

a.
change the strategic goals of the firm
b.
maximize return in the immediate term
c.
balance the portfolio according to the strategic goals of the firm
d.
allow quality programs to excel
e.
balance short term financial needs with long term agency needs

ANS:  C                    PTS:   1

SHORT ANSWER

     1.   The options for enhancing the efforts of the single technology firm include:

ANS: 

·
product market exploitation – develop other uses for current technology
·
technology enhancement – lower costs of product and distribution of a product
·
market enhancement – sell current product to other geographic markets now not in
·
product enhancement – improving the product

PTS:   1

     2.   The four factors that impact platform leadership include:

ANS: 

·
scope of the firm – how many businesses and technology the firm employs
·
product technology – ability of the others to become competitors
·
relationships with external complementors – firms that the firm now works with
·
internal organization – administrative support

PTS:   1

     3.   The steps in developing a platform leadership include all of the following:

ANS: 

·
assemble a multidisciplinary team of employees
·
segment the market into a grid of niches
·
identify growth opportunities
·
design and map current product platform and where they fits in grid
·
take a fresh look at market needs
·
analyze products of competitors
·
examine processes and distribution channels currently used to be sure as good as can be
·
build new platform on core competencies of firm

PTS:   1