Managing technological innovations from research to operations: a case study, introducing an improved material

"Material substitution occurs continuously in response to competitive and economic pressures. Technical development can accelerate or slow substitution by improving the performance of the invading or defending material. The choices are seldom simple and have to be made in the context of continuous commercial change.The development and commercialization of a new aluminum material is examined. The material has been introduced into· several different markets, so it is possible to compare and contrast the degree of success obtained in each.IntroductionAluminum-based materials have been in use for over one hundred years and , therefore, the development of a new family of alloys is rare. In the early 1970s, Dr. L.R. Morris and his coworkers at Alcan' s Kingston Research Centre started work on what was, at the time, something of a scientific curiosity-a family of alloys strengthened by an unusual mechanism.This paper deals with the development and commercialization of what became known as the Alcan 255 alloys"". These alloys have found uses in several markets, usually as improved substitutes for existing materials. Forecasting the usefulness of a substitute material in an existing marketplace is difficult, in part, because even material users are seldom able to specify precisely their requirements. This uncertainty can cause the failure of some substitutions but can also lead to opportunities which were not initially obvious.Technical BackgroundPure aluminum is a soft, weak material. It can be strengthened by the addition of various alloying elements and by work hardening. Alloying elements usually act by forming solid solutions which are stronger than the pure metal or by precipitating during heat treating or aging and so preventing the easy movement of dislocations during deformation. Elements which can perform either role had been investigated for decades and were thought to offer little chance of technical breakthrough in 1970. An outgrowth of the then new and exciting research on directional solidification seemed, however, to offer such promise.Some aluminum-iran-manganese alloys will solidify under certain conditions as 'coupled growth' eutectics (Figs. I and 2). The microstructure shows one phase growing as long rods through the other. This is an uncommon structure and it was investigated to see if it had equally unusual properties. On deformation by rolling the rods were broken up into small equiaxed , evenly-spaced particles (Fig. 3). Materials with this structure were found to be stronger than other alloys with similar amounts of alloying addition, and to resist thermal softening remarkably well. This combination of properties was thought initially to be due directly to the particles by a dispersion strengthening mechanism, but later this was found not to be strictly true."