UST011/PPT/1308

HBP Product No.: ST11P

DJI Innovations: Managing the

Human Capital in a High-Flying
Company
This document is created by Professor Po Chi Wu to accompany the teaching note,
Reference No.: UST011/TN/1611 (HBP Product No.: ST11T), of the case,
“DJI Innovations: Managing the Human Capital in a High-Flying Company”,
Reference No.: UST011/1305 (HBP Product No.: ST11).

© 2013 by The Hong Kong University of Science and Technology. This publication
may not be digitized, photocopied or otherwise reproduced, posted, or transmitted
Po Chi Wu, Ph.D. without the permission of the Hong Kong University of Science and Technology.
Adjunct Professor
School of Engineering
School of Business & Mgt.
HKUST

[UST011/1611] DJI Innovations: Managing the Human Capital in a High-Flying Company 1

 DJI - Glosssary
ELP Spring 2013
Value/Supply Chain
• Raw materials
• Components
• Manufacturing
• Distribution
• Sales
• Customers

[UST011/1611] DJI Innovations: Managing the Human Capital in a High-Flying Company 2

 Cash Flow
• Payment terms with suppliers
• Payment terms with distributors

[UST011/1611] DJI Innovations: Managing the Human Capital in a High-Flying Company 3

 Proprietary Technologies
• Patent protection
• Patent filings
• Issued patents
• Patent strategies
• Infringement

[UST011/1611] DJI Innovations: Managing the Human Capital in a High-Flying Company 4

 Marketing strategies
• Distributors
• Retail stores

[UST011/1611] DJI Innovations: Managing the Human Capital in a High-Flying Company 5

 Human Resources
• Development of people
• Metrics of effectiveness
• Evaluation procedures
• Compensation

[UST011/1611] DJI Innovations: Managing the Human Capital in a High-Flying Company 6

 DJI - Concepts
ELP Spring 2013

Po Chi Wu, Ph.D.

Adjunct Professor
School of Engineering
School of Business & Mgt.
HKUST

[UST011/1611] DJI Innovations: Managing the Human Capital in a High-Flying Company 7

 Founder Mindset
• Young, fresh graduate
• Ambitious, talented engineer
• Proud
• Technical, visionary product
• Resourceful

[UST011/1611] DJI Innovations: Managing the Human Capital in a High-Flying Company 8

 Tech start-up
• Innovation
• Ahead of market?
• Niche customers
• Proprietary technology
• Uncertainties?
• Growth needs

[UST011/1611] DJI Innovations: Managing the Human Capital in a High-Flying Company 9

 Human Resources
• Development of people
• Metrics of effectiveness
• Evaluation procedures
• Compensation

[UST011/1611] DJI Innovations: Managing the Human Capital in a High-Flying Company 10

 DJI - Challenges
ELP Spring 2013

Po Chi Wu, Ph.D.

Adjunct Professor
School of Engineering
School of Business & Mgt.
HKUST

[UST011/1611] DJI Innovations: Managing the Human Capital in a High-Flying Company 11

 Leadership & Management
• How has CEO demonstrated leadership?
• How has CEO demonstrated management skills?

[UST011/1611] DJI Innovations: Managing the Human Capital in a High-Flying Company 12

 Employment contract
• Company expectations
• Employee expectations
• Compensation & incentive schemes
• Evaluation methods

[UST011/1611] DJI Innovations: Managing the Human Capital in a High-Flying Company 13

 Growth
• Company growth
• Employee growth
• Opportunities
• Training
• Expectations (time frame)
• Investment

[UST011/1611] DJI Innovations: Managing the Human Capital in a High-Flying Company 14

 Culture
• Effect on company culture
• Changing culture with growth
• Leadership

[UST011/1611] DJI Innovations: Managing the Human Capital in a High-Flying Company 15

 DJI - Management
ELP Spring 2013

Po Chi Wu, Ph.D.

Adjunct Professor
School of Engineering
School of Business & Mgt.
HKUST

[UST011/1611] DJI Innovations: Managing the Human Capital in a High-Flying Company 16

 Problem ownership
• Who owns problem?
• Who can solve problem?
• Who are natural allies?
• Resistance to change

[UST011/1611] DJI Innovations: Managing the Human Capital in a High-Flying Company 17

 Communicating
• Channels of communication
• Formal/informal
• Messages sent/received
• Feedback

[UST011/1611] DJI Innovations: Managing the Human Capital in a High-Flying Company 18

 Resources
• Who to ask for help?
• Who are facilitators?
• Benchmarking

[UST011/1611] DJI Innovations: Managing the Human Capital in a High-Flying Company 19

 DJI – Problem-Solving
ELP Spring 2013

Po Chi Wu, Ph.D.

Adjunct Professor
School of Engineering
School of Business & Mgt.
HKUST

[UST011/1611] DJI Innovations: Managing the Human Capital in a High-Flying Company 20

 Choices
• Simplest, most logical, rational solution
• Most “efficient”, requiring least resources
• Favorable to CEO
• Favorable to employees
• Short-term vs long-term solutions

[UST011/1611] DJI Innovations: Managing the Human Capital in a High-Flying Company 21

 Implementation
• Prioritizing pressure points
• Mapping resistance (for implementation)
• Recruiting allies and support
• Presenting to colleagues
• Challenge of leading - accepting consequences

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