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Platform Emergence in Double Unknown (Technology, Markets): Common Unknown Strategy

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Strategic Planning Decisions in the High Tech Industry

Abstract

The proposed chapter deals with platform emergence in double unknown situations when technology and markets are highly uncertain. The interest in technological platform development to enable creation of products and processes that support present and future development of multiple options is widely recognized by practitioners and academics. The existing literature considers that platforms already invented and the development is mostly based on exploiting this common platform core to build future markets and technological derivatives. However, when we are in double unknown situations, markets and technologies are highly uncertain and neither market options, nor platform cores are known. Thus, how to start an exploration? How can one ensure platform emergence in double unknown? What are the market and technology conditions that lead to different strategies of platform emergence? To answer these questions, we formally describe identified strategies and fabricate simple economical model to compare them. We illustrate the insights of the model through a case study of innovative technology development in semiconductor industry. Our results allow for better understanding market and technological conditions that allow for minimization of risks and exploration costs in double unknown and exploration costs in double unknown. Following the principle of value creation across various applications, this work extends the comprehension of generic technology design in double unknown.

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Author information

Authors and Affiliations

  1. Mines ParisTech, CGS—Center for Scientific Management, 60 Boulevard Saint-Michel, 75272, Paris Cedex 06, France

    Olga Kokshagina, Pascal Le Masson & Benoit Weil

  2. STMicroelectronics, 850, rue Jean Monnet, 38926, Crolles Cedex, France

    Olga Kokshagina & Patrick Cogez

Authors
  1. Olga Kokshagina
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  2. Pascal Le Masson
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  3. Benoit Weil
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  4. Patrick Cogez
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Corresponding author

Correspondence to Olga Kokshagina .

Editor information

Editors and Affiliations

  1. , School of Management, Sabanci University, Üniversite Cad. 27, Istanbul, 34956, Turkey

    Dilek Cetindamar

  2. , Engineering and Technology Management, Portland State University, SW Fourth, Portland, 97201, USA

    Tugrul Daim

  3. , Science, Technology and Policy Center, METU Üniversiteler, Mah. Dumlupınar Blv, MM Building 1, Çankaya, 06800, Turkey

    Berna Beyhan

  4. , Management Information Systems, Boğaziçi University, Hisar Campus, Bebek, Istanbul, 34342, Turkey

    Nuri Basoglu

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Kokshagina, O., Le Masson, P., Weil, B., Cogez, P. (2013). Platform Emergence in Double Unknown (Technology, Markets): Common Unknown Strategy. In: Cetindamar, D., Daim, T., Beyhan, B., Basoglu, N. (eds) Strategic Planning Decisions in the High Tech Industry. Springer, London. https://doi.org/10.1007/978-1-4471-4887-6_6

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  • DOI: https://doi.org/10.1007/978-1-4471-4887-6_6

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  • Publisher Name: Springer, London

  • Print ISBN: 978-1-4471-4886-9

  • Online ISBN: 978-1-4471-4887-6

  • eBook Packages: EngineeringEngineering (R0)

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