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It's Not About the Technology : Developing the Craft of Thinking for a High Technology Corporation.

Author: Raj Karamchedu
Publisher: Dordrecht : Springer, 2005.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
It's Not About the Technology is about a phenomenon most dreaded by high-technology industry executives: a failure at the execution leading to a missed market window. High-tech executives agree that a critical factor that drives the company to such a failure is the breakdown of interaction between marketing and engineering. This book is predicated on the notion that the success of execution lies neither in the  Read more...
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Genre/Form: Electronic books
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Raj Karamchedu
ISBN: 9780387235523 0387235523 1280147792 9781280147791
OCLC Number: 437144680
Description: 1 online resource (218 pages)
Contents: Preliminaries; CONTENTS; Preface; 1 The Problem; 2 Organized But Dysfunctional; 3 The Awareness of an Engineer; 4 Marketing's Choice and Engineering Planning; 5 Differentiation A Phenomenon Not A Concept; 6 We Relate Before We Differentiate; 7 Contexts Can Undifferentiate A Product; 8 The Semiconductor Company Context; 9 A Glimpse At The Marketing Context; 10 The Context of Execution; 11 The Semiconductor Value Chain; 12 The Product Definition Context; 13 The Economics Context; 14 The Customer Context; 15 The Design in; 16 The Requirements Craft; 17 Manage Expectations. 18 The Execution Mindset19 The Mindset; 20 Marketing is Organized Decision Making; 21 Organized Decision Making; Index.

Abstract:

It's Not About the Technology is about a phenomenon most dreaded by high-technology industry executives: a failure at the execution leading to a missed market window. High-tech executives agree that a critical factor that drives the company to such a failure is the breakdown of interaction between marketing and engineering. This book is predicated on the notion that the success of execution lies neither in the technology nor in the market strategy. On the contrary, it is shaped by the context of an individual, whether an engineer or a marketer. From this viewpoint, successful execution in a hi.

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