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A Portfolio Approach To Managing The Content Of Intellectual Capital

Speaker : John W. Peterson
Senior Manager, Technology Strategy, Switching and Access Solutions R&D Bell Laboratories, Lucent Technologies
Date: 21 November 2000 (Thursday)
Time: 3.30pm - 5.30pm (Light refreshments will be available at 3.30pm-4.00pm)
Venue: Conference Room E canteen level next to LT 19, Faculty of Business Administration, NUS


Abstract
The importance of standards in the converged information and telecommunications industries will grow significantly in the next five years. One principal driver will be the creation of the enterprise meta-model to integrate supply chain elements into the strategic decision processes. Among the secondary drivers will be customer demand for multi-vendor hardware and software integration, limited response times available to create 'custom' solutions, and relative parity in access to high quality enabling technology platforms and processes. Standards will dictate available mass for enabling product and process technologies, and the timing and means for achieving dominant designs. This paper will address how forces affecting standards and the enterprise intellectual capital portfolio are interrelated, and how they must be managed to create advantage. Also to be discussed will be how wild cards, such as a flexible and adaptable enterprise knowledge infrastructure must be able to anticipate standards impacting technological breakthroughs.

About the Speaker
John is a business strategist specializing in reintegrating strategic innovation and technology into business decision processes. His focus is strategic alignment and leveraging of value chains to provide market access and growth. He views business excellence as driven by knowledge creation, cross-functional teaming, relationship building, and dynamic networking. His experience encompasses management and financial consulting at (Deloitte &) Touche and market, product, technology and profit management within the Bell System and its successor organizations. He is an author and 'team teaches' International Technology Strategy with Professor Michael Radnor at Kellogg (Northwestern.)

John is an innovator. His use of scenario planning and a technology value chain approach to solution spaces was a key factor in the creation of the MATI project. He worked with the late John Anderson of NASA to adapt NASA's Horizon Mission Methodology, an 'out-of-the-box' problem solving approach, to business practice. He has a wealth of experience in strategy definition and selection in the corporate battle-spaces. He helped introduce and implement scenario based strategy development within Lucent's Switching Solutions. He has participated in unclassified department of defense scenario projects. Other hands-on experience includes microelectronics strategic planning, channel management, market and competitive landscape definition, technology trajectory projection, software and hardware technology roadmapping, and portfolio management (product, innovation and intellectual property). He has three submitted, but not yet issued, business model patents.

Currently he manages his business unit's technology portfolio (Intellectual Property Rights generated more than $30 MM in business unit royalties in FY '00). He also supports business strategy, technology roadmapping and intellectual property management activities. Both his Bell Laboratories and Touche experiences have equipped him with the understanding necessary to both guide and assist powerful and gifted personalities in creating appropriate visions and a sense of implementation urgency. His approach is to precipitate an understanding of situational specific context, establish organizational priorities, promote modification to the prevailing organizational culture, integrate rigorous business analytics, and reassert individual roles to create an environment both challenging and 'fun.' The end-game is to effect a strategy understood and accepted by all appropriate stakeholders while successfully engaging, leveraging, and reasserting the organization's human capabilities.

John graduated from The Pennsylvania Military College. His military service included special warfare training and strategic contingency/intervention planning at the JFK Center for Special Warfare (Airborne), Fort Bragg, NC. In Vietnam he served as a rifle platoon leader with 3/21 Infantry and with MAC-V 'special operations' (He earned the Combat Infantry Badge and was presented with the Bronze Star, other decorations include Gallantry Cross with Palm and Meritorious Unit Citation.) John completed graduate studies at The Graduate School of Management at Rutgers, The State University of New Jersey. Post-graduate work includes the multi-module 'MBA Update 2000' at Tuck (Dartmouth); Technology Management, Quality Strategy, and Marketing Strategy at Wharton (University of Pennsylvania); Market Strategy at Darden (University of Virginia); and Corporate Strategy at Sloan (MIT).. John frequently addresses corporate, professional and business groups as a speaker on 'strategic alignment using value chains,' on technology evolution and management, on scenario and 'new horizons' planning, and on product technology roadmapping.



We cordially invite you and your colleagues to attend the talk.
As there are limited number of seats available, please register for the talk by 18 November 2000 via email to cmtsimbh@nus.edu.sg; or Fax: 8737809, with your name, designation and company/institution.
Admission is free.
Seminars organised by the Entrepreneurship Centre are now on the CIT NUSLive website
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