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NKT Photonics A/S: Doing Business at the Technological Frontiers
內容大綱
To improve its profitability, NKT Photonics A/S (NKT), a small Danish company operating in the global photonics industry, was getting ready to undertake the commercialization process of its highly advanced optical fibre technology. NKT’s chief executive officer (CEO) was considering two options for accomplishing this goal: (1) establishing strategic partnerships with system integrators in order to gain access to commercial customers, or (2) repositioning NKT as a system integrator by embarking on an acquisition strategy. Turning the company into a more commercial entity would mean a complete change of culture. It might also result in the loss of some top engineering and scientific minds and perhaps even the company's reputation. The CEO wondered if there a way to effectively introduce a business mindset to the organization while still preserving its innovation-based DNA.
學習目標
The case provides a deep insight into many processes relevant for entrepreneurial firms and small firms that are struggling to be leaders in their own development. It delves into many issues, and the main teaching objective of the case can therefore be adjusted according to the aim of the course. The topics range from internal issues, such as culture and change management, to more external issues, such as how to convince the market of the superiority of the new technology/products, as well as strategic issues on how to position in the value chain.