It's Not About the Technology

Developing the Craft of Thinking for a High Technology Corporation

Inbunden, Engelska, 2004

AvRaj Karamchedu,Varada Raj Karamchedu

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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-tech 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. 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 problem 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.

Produktinformation

Utgivningsdatum2004-11-19
Mått152 x 229 x 18 mm
Vikt524 g
FormatInbunden
SpråkEngelska
Antal sidor212
Upplaga2005
FörlagSpringer-Verlag New York Inc.
ISBN9780387233505

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Raj Karamchedu is a senior product marketing manager at Silicon Image, Inc., a world leader in high definition multimedia interface products. Mr. Karamchedu has built a wealth of experience over the past ten years in high technology semiconductor product management and design roles in a series of leading silicon valley companies. This combination of engineering and marketing backgrounds gives the author an ability to dig deeper and bring to light critical product marketing decision points that come up in the day-to-day semiconductor business. In his spare time Mr Karamchedu publishes a web magazine called Slowread – http://www.slowread.com - a site for entrepreneurial opportunities in India.

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.