Linking Technology with Market-An Exploration

Technology has been gaining importance as a competitive tool in the hands of enterprises, be it small, medium or large and across sectors, in manufacturing as well as services. Indian industry is also beginning to feel the pressures of technology-based competition, in domestic as well as global markets. Gaining an appreciation of the role of technology as a source of competitive advantage is no more an option, but a necessity. Conceptually, the competitive advantage resides at the intersection between technology and the market. This paper is an exploratory attempt to uncover the nature of the interactions or linkages between the two at two levels viz. Business unit level and Development Projects level. The key challenge in the strategic management of technology is in aligning the portfolio of strategic postures at the business unit level with the portfolio of development projects in R&D.