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Collaboration
Rules
Please note that to reduce file size, some non-essential but graphics-intensive elements have been deleted
These materials are based in part on “Collaboration Rules’ by Philip Evans and Bob Wolf
Harvard Business Review July-August 2005 pp 96-104. (This article can be downloaded at
http://custom.hbsp.com/b01/en/implicit/p.jhtml?login=EVAN082905&pid=R0507H )
Other content is pre-publication. Therefore please do not redistribute or cite these materials
Copyright © The Boston Consulting Group 2006 All rights reserved
Please direct any comments or enquiries to the author:
evans.philip@bcg.com
617 973-1286
Philip Evans
The Boston Consulting Group
Source: US Department of Defense satellite photographs
Intensity of midnight illumination
Low
High
Bio-Tech Alliances
1988
1998
1995
1991
Links:
R&D collaborations
Financial links
Joint commercialization
Cross-licensing
Nodes:
Pharmaceutical corporations
Dedicated bio-tech firms
Venture capital firms
Universities, research institutes
Government institutes
Source: W.W. Powell, D.R. White, K.W. Koput & J. Owen-Smith: ‘Evolution of a Science-Based Industry: Dynamic Analysis and Network
Visualization of Biotechnology’ http://www.fek.umu.se./dpcc/powell.pdf
A Global Sales Organization
HQ Staff
Finance
Marketing
Sales
Technical
General Manager
Source: BCG Analysis of client network
...without Headquarters
Finance
Marketing
Sales
Technical
General Manager
...without Headquarters
...without domestic links
Finance
Marketing
Sales
Technical
General Manager
The Physical Internet
Source: Lumeta Corporation http://www.lumeta.com/graphics/wired.gif
Copyright © The Boston Consulting Group 2005
2006 All rights reserved
Self-Organization of the Physical Internet
Degree-Frequency Distribution
Frequency
Probability
of a router
having the
given number
of direct
connections
100
10-1
10-2
10-3
10-4
10-5
10-6
100
101
102
Degree
Number of direct router connections
Sample of 150,000 router interfaces and 200,000 adjacencies.
Source: Govindan & Tangmunarunkit, Proceedings of the IEEE INFOCOM 2000 Vol 3
103
The Linux Kernel Programming Community
Source: BCG analysis of the Linux Kernal Mailing Listserv http://www.ussq.iu.edu.hypermail/linux/kernet/
‘Self-Organization’ in the Linux Community
Degree-Frequency Distribution
Degree-Clustering Distribution
1
1
Probability
that a
programmer
has the given
number of 0.1
collaborative
links or more
Average
Clustering
coefficient
Predicted by a
Random Network
Actual
Predicted by a
Random Network
Actual
0.1
0.01
p
0.01
0.001
1
10
100
Degree: Number of Collaborative Links
1000
1
10
100
Degree: Number of Collaborative Links
The ‘clustering coefficient’ of a node i is the probability that any two nodes connected to i, are connected to each other
Source: BCG Analysis of the Linux Kernel collaboration patterns
1000
Denso
Denso
Normal supply flow
Toyota
Emergency teaming
Toyota
Dispatch of parts,
blueprints, workers
Aisin
Aisin
Logistical coordination
Emergency supply flow
Units
Kyoritsu Sangyo
16,000
14,000
12,000
10,000
8,000
6,000
4,000
2,000
Fri
Sat
02/01/97
Network map is schematic
Sources: Asahi Shinbun, Aisin Seiki:
Sat
Sun
02/01/97
Mon
Tues
Wed
Wed
04/02/97 02/02/97
Sun
02/10/97
(Procedural Guide for the Emergency Resumption of Production)
Pagers
Externally:
A4 Reports
Common
Open
licensing
e-Mail,
listservs
e.g. Sourceforge, Slashdot
Rich
work
‘semantic’
Blogs
discipline
Swapping patent
portfolios
Wikis
e.g.
Wikipedia
Licenses:
GPL,
Creative
Commons
Collaborative
trust
filtering
e.g. eBay,
Amazon
Leakage
viaand
labor
and capital
markets
TheftCertification: e.g. Verisign
Broadcast,
Trust
Social software e.g. Friendster, LinkedIn
‘granular’
Internally:
communication
Multiplayer online game environments, e.g. Second Life
Team-based rewards
XML / Web services / Semantic Web
Low transaction
Rf ID
costs
Pagers
Externally:
A4 Reports
Common
Open
licensing
e-Mail,
listservs
e.g. Sourceforge, Slashdot
Rich
work
‘semantic’
Blogs
discipline
Swapping patent
portfolios
Wikis
e.g.
Wikipedia
Licenses:
GPL,
Creative
Commons
Scalable
Low
Collaborative
trust
and
filtering
e.g.
eBay,
Amazon
Leakage via labor and capital transaction
markets
self-organizing
TheftCertification: e.g. Verisign costs
networks
Broadcast,
Trust
Social software e.g. Friendster, LinkedIn
‘granular’
Internally:
communication
Multiplayer
online game environments, e.g. Second Life
Team-based rewards
XML / Web services / Semantic Web
Low transaction
Rf ID
costs
Procurement
productivity
(Inverse of
transaction
costs)
(Dollar volume
($M) of parts
purchased
per person in
procurement)
14
Toyota
12
10
Nissan
8
6
DaimlerChrysler
Ford
4
2
GM
1
2
3
4
5
6
7
Automaker Trustworthiness
(Mean score on 3 metrics of trust*)
*Trust metrics: vendor ratings surveyed on a 7-point Likert scale:
• Extent to which the supplier trusts the OEM to treat the supplier fairly
• Extent to which the OEM has a reputation for trustworthiness
• Extent to which the OEM would take unfair advantage of the supplier (reverse scored)
Source: J Dyer: ‘The Role of Trustworthiness in Reducing Transaction Costs and Improving Performance’
Value
added per
employee
Index 1968=100
800
700
Toyota
600
500
Japanese Suppliers
400
300
US OEMs
200
US Suppliers
100
0
1968
1971 1974
1977
1980 1983
1986
1989
1992
1995 1998
2001
Source: BCG analysis, updating time series developed by M. Lieberman and S. Asaba: ‘Inventory Reduction and
Productivity Growth: A Comparison of Japanese and US Automotive Sectors’, Managerial and Decision Economics,
Vol 18, pp 73-85 (1997).
MMORPGs1: The Emergence Of ‘Peer Production’
z
z
1,000
z
z z
z
z
Second Life (Including playerproduced content)
100
z z
Programmer/
years
(for coding
and content
development)(2)
z
z
z
z
z
z
z
z
100
The Godfather
World of Warcraft, Sims 2
Star Wars Galaxies, Doom 3
Second Life (Platform Only)
zz
Log scale
z
z
Most
expensive
movie
10
Later PS1, N64 titles
Earlier PS1, N64 titles
Voodoo 1 chip enables 3D content
1
10
z
1
Atari,
VCS Games
z
Playstation 1
NES Games, arcade
z
1980
1985
1990
1995
2000
2005
(1)
Massively Multiplayer Online Role Playing Games
(2)
Implicit translation: one programmer year costs $100,000
Source: Linden Labs, BCG Analysis
($M)
Self-Organization in MMORPGs…
Transactions Among Players of Second Life
100000
Numbers
of players
with the
given number
of transactions
or fewer
. Instant messaging traffic
. Monetary exchanges
10000
1000
100
10
1
1
Data are for one week of transactions
Source: Linden Labs, BCG analysis
10
100
1000
Number of transactions
10000
…More Self-Organization in MMORPGs
Links among Guild Sites
Frequency
Number of sites
with the given
level of connectivity
(to other guild sites)
or more
1
Everquest
Dark Age of Camelot
0.1
0.01
0.001
1
10
100
1000
Degree
Number of guild sites connected to the given site
Source: BCG analysis, webcrawl data
Transaction Costs
Competing Modes of Co-ordination
Low
Trust
Scalable
self-organizing
networks
Low
transaction
costs
Power
Contract
High
Small
Large
‘Scalability’ (Potential Scale)
Technology enables large scale, human networks...
•
to be mapped, analyzed and influenced (new managerial tools)
•
to emerge (a new phenomenon)
…within organizations, across organizations, and among customers
These networks organize on a mixture of principles:
IN:
ALLOCATING RESOURCES VIA:
•
Contracts
•
Markets
•
Supply & Demand
•
Power
•
Hierarchies
•
Rational Planning
•
Trust
•
Teams or Clans
•
Emergent Modularity
Such networks blur traditional distinctions: producer Q consumer,
boss Q worker, work Q play
These networks are advantaged in the production of knowledge goods, where
very large scale, complexity, innovation and adaptability are the key priorities
These networks drive, and are driven by, low transaction costs
Six Priorities
Networks, as a lens and a phenomenon
Contracts (markets) versus Power (hierarchies) versus
Trust (teams or clans)
Modularity, emergent and engineered
Trusting supply chains: upstream and downstream
User- or peer-created content
Intellectual property: open versus closed

Presentation in PDF format - Center for Digital Strategies

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