The technology tree concept-an evolutionary approach to technology management in a rapidly changing market

Technological knowledge is changing very rapidly, especially in the information and communication business. Due to the natural limited knowledge processing capacity of management, classical top-down driven technology management approaches have reached their limits. This paper presents a bottom-up driven technology management concept, the so-called technology tree concept, which is capable of integrating the capacity of all engineers into its technology management process. It represents an open process allowing all engineers the possibility of initiating their own knowledge network for a promising technology of their own choice. Driven by the evolutionary process-survival of the fittest-some of these technology networks develop into strong business branches, others die off and many remain on a ready-to-start-level without stranded investments up to that point. As soon as the market is ready, the corresponding network is able to quickly expand and apply its technology. Further on in this paper, an example shows how the concept is implemented at an R&D division of Siemens AG Austria, having 5000 engineers. The technology tree concept is a driving force for cultural changes towards knowledge sharing, cooperating across the borders of business units, and opening top-down bottlenecks