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It's not about the technology : developing the craft of thinking for a high technology corporation

Author: Varada Raj Karamchedu
Publisher: New York : Springer, ©2005.
Edition/Format:   Print book : EnglishView all editions and formats
Database:WorldCat
Summary:

Talks about a phenomenon most dreaded by high-technology industry executives: a failure at the execution leading to a missed market window. This book tackles the questions of how to develop the basic  Read more...

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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Varada Raj Karamchedu
ISBN: 0387233504 9780387233505
OCLC Number: 57450369
Notes: Includes index.
Description: xiii, 212 pages : illustrations ; 24 cm
Contents: Cover --
Table of Contents --
Preface --
PART ONE: THE THINKING --
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 --
PART TWO: THE FORWARD MOVEMENT LATENT IN EXECUTION --
9 A Glimpse At The Marketing Context --
10 The Context of Execution --
PART THREE: HIGH TECH CONTEXTS --
A SEMICONDUCTOR COMPANY VIEW --
11 The Semiconductor Value Chain --
12 The Product Definition Context --
13 The Economics Context --
14 The Customer Context --
15 The Design-in --
PART FOUR: THE CRAFT AND THE MINDSET --
16 The Requirements Craft --
17 Manage Expectations --
18 The Execution Mindset --
19 Overcoming Technology-centric View --
20 Marketing is Organized Decision Making.
Responsibility: Raj Karamchedu.
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