توانمندی طراحی

Possessing product technologies is an inevitable necessity for a catch-up. Latecomers must strengthen their design capabilities to enter the innovation stage. A part of the design capabilities is created by developing and applying product technologies. Despite this necessity, most methods and tools for formulating technology strategy focus on process technologies (embedded in the company's value chain) and ignore product technologies. A precise conceptualization of the relationship between the product technologies and the design capabilities is also required. In this article, while separating product and process technologies, the relationship between design capabilities and product technologies is explained. Also, using the "design thinking" approach, a method for formulating a technology strategy is presented, in which both product and process technologies are considered. The implementation of the proposed method is shown with a practical example of 230-320 MW generators. Using the focus group, the validity of the method has been evaluated. The applicability of the method has been shown by implementing it in 21 subsidiaries of the Mapna group. The theoretical contribution and practical application of the research are discussed and further research is suggested.