HERMES-Catalog

Back to Results List

It's Not About the Technology : Developing the Craft of Thinking for a High Technology Corporation / by Raj Karamchedu

Publisher	(New York, NY : Springer US : Imprint: Springer)
Year	2005
Edition	1st ed. 2005.
Authors	*Karamchedu, Raj author SpringerLink (Online service)

Hide book details.

Links to the text	Location	Volume	Call No.	Barcode No.	Status	Comments	ISBN	Printed	Restriction	Reserve
Links to the text	Library Off-campus access			OB00163934		Springer Business and Economics eBooks (電子ブック)	9780387235523

Hide details.

Material Type	E-Book
Media type	機械可読データファイル
Size	XIV, 212 p : online resource
Notes	The Thinking -- The Problem -- Organized but Dysfunctional -- The Awareness of an Engineer -- Marketing’s Choice and Engineering Planning -- Differentiation: A Phenomenon, not a Concept -- We Relate Before We Differentiate -- Contexts Can Undifferentiate a Product! -- The Semiconductor Company Context -- The Forward Movement Latent in Execution -- A Glimpse at the Marketing Context -- The Context of Execution -- High Tech Contexts: A Semiconductor Company View -- The Semiconductor Value Chain -- The Product Definition Context -- The Economics Context -- The Customer Context -- The Design-In -- The Craft and the Mindset -- The Requirements Craft -- Manage Expectations -- The Execution Mindset -- Overcoming Technology-Centric View -- Marketing is Organized Decision Making It's Not About the Technology is about a phenomenon that is most dreaded by high-technology industry executives: a failure at the execution leading to a missed market window. Executives in the high-technology space agree that, without a doubt, a critical factor that drives the company to such a failure is the breakdown of interaction between marketing and engineering. Most new employees, whether an engineer or a marketer, in high technology companies come ill-equipped to face this endemic malaise and walk right into it. This book is not about a new concept, or a new technique. It tackles the big questions of how to develop the craft of the thinking that is required of us in high technology companies. It is predicated on a radical notion that, even though the problematic is the execution in a high technology corporation, neither a high level market strategy nor the kind of technology itself matters, insofar as learning the craft of execution goes. How marketers and engineers comprehend a context uniquely shapes the ways they interact, engage in decision-making phenomenon, and eventually their execution performance in a company. The breakdown of their interaction occurs when the individual contexts of a marketer and an engineer are permanently secluded from one another. Drawing from fundamental economic principles and practical experience from the high technology semiconductor business, this book methodically demystifies the key to successful execution in the high technology space HTTP:URL=https://doi.org/10.1007/b101808
Subjects	LCSH:Marketing LCSH:Business LCSH:Management science FREE:Marketing FREE:Business and Management
Classification	LCC:HF5410-5417.5 DC23:658.8
ID	8000065206
ISBN	9780387235523