Applications Of Foresight Essay

1593 words - 7 pages

Application of foresight in corporations
12th Session of the UNIDO General Conference EUR and NIS Regional Round Table Vienna, 5 December 2007
Dr. Frank Ruff Daimler AG Society and Technology Research Group Berlin, Palo Alto, Kyoto

Agenda

A

Why Corporate Foresight?

B

A closer look at Corporate Foresight

C

Implications for UNIDO

D

Q & A, Discussion

UNIDO 5 December 2007 / Dr. Frank Ruff

2

Why Corporate Foresight? History of Future Studies/Foresight

Foresight embedded in enterprises
First Think Tanks in enterprises
(e.g. Shell, Toyota, Daimler-Benz)

Corporate Foresight: Innovation and Technology Analysis Establishment of new (e.g. Daimler-Benz, ...view middle of the document...

Frank Ruff

4

Why Corporate Foresight? Knowledge about the future and the reach of decisions
Strength of influence

Opportunity/potential to influence the future

Activity profile of top management

Research
UNIDO 5 December 2007 / Dr. Frank Ruff

Development

Testing

Series production
5

Why Corporate Foresight? Promoting a Push-Pull-Balance

Imbalance ?

Market Pull Customer needs Technology Push Technologically driven innovations Foresight-based look at market developments

UNIDO 5 December 2007 / Dr. Frank Ruff

6

Why Corporate Foresight? Drivers and consequences Drivers
• Enhanced focus on technology and/or business innovation • Higher stakes (risks/opportunities) • Increasing knowledge and research intensity of value creation in many branches

Consequences
• Technology roadmapping • Integrated market and technology foresight • Contextual and wholistic (3600)) thinking • Multidisciplinary, integrated knowledge bases

UNIDO 5 December 2007 / Dr. Frank Ruff

7

Why Corporate Foresight? Contextual and holistic thinking

UNIDO 5 December 2007 / Dr. Frank Ruff

8

Why Corporate Foresight? Drivers and consequences Drivers
• Enhanced focus on technology and/or business innovation • Higher stakes (risks/opportunities) • Increasing knowledge and research intensity of value creation in many branches • Recognition of the limitations of conventional strategic functions
(e.g. corporate/business strategy, product and marketing strategy)

Consequences
• Technology roadmapping • Integrated market and technology foresight • Contextual and wholistic (3600)) thinking • Multidisciplinary, integrated knowledge bases • Functional complementarity:
inside-out -> outside-in business focus -> boundary focus

UNIDO 5 December 2007 / Dr. Frank Ruff

9

Why Corporate Foresight? Functional complementarity
For instance: Society and Technology Research Group of DaimlerChrysler (STRG) The relationship between the company and the external environment determines the future of the company.
Markets
Business Unit

Guiding Principles
Business environment orientation: thinking from the outside in Early detection: long-term and mid-term perspective New perspectives: focussing topics that are not yet „common sense“ in the company Integration in innovation and strategy processes: deriving implications for business by contextual understanding of continuities and discontinuities
10

Market •Sales Environment •Procurement
•Human Resources •Society •Capital

Daimler
STRG

•Economy •Politics •Technology •Ecology

UNIDO 5 December 2007 / Dr. Frank Ruff

Why Corporate Foresight? Drivers and consequences Drivers
• Enhanced focus on technology and/or business innovation • Higher stakes (risks/opportunities) • Increasing knowledge and research intensity of value creation in many branches • Recognition of the limitations of conventional strategic functions
(e.g. corporate/business strategy, product and...

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