A ROBUST TECHNICAL PLATFORM PLANNING METHOD TO ASSURE COMPETITIVE ADVANTAGE UNDER UNCERTAINTIES
DOI:
https://doi.org/10.23055/ijietap.2014.21.6.1238Keywords:
Technical Platform Planning, Decision Analysis, Technology Management, Fuzzy Simple Multi-Attribute Rating Technique Extended to Ranking (SMARTER), 3-Dimension Integrated Circuit (3D-IC)Abstract
Developing a technology-based product platform (technical platform) that can deliver a variety of products has emerged as a strategy for obtaining competitive advantage in the global marketplace. Technical platform planning can improve customer satisfaction by integrating diversified products and technologies. Prior studies have alluded to developing a robust framework of technical platforms and validated methodologies. We propose a multi-step approach to organize technical platforms based on corporate strength while incorporating technological improbability during platform development. A case study is presented to demonstrate its advantages, referencing a company developing 3-Dimension Integrated Circuitry (3D-IC) for the semiconductor industry. We evaluate four alternatives to ensure compliance with market demands. This study applies assessment attributes for technology, commercial benefits, industrial chain completeness, and risk. Using Simple Multi-Attribute Rating Technique Extended to Ranking (SMARTER), decision-makers can quickly determine efficient alternatives in uncertain situations. Finally, a scenario analysis is presented to simulate possible market situations and provide suggestions to the focal company. Results illustrate the proposed technical platform can enhance companies’ core competencies.
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