Market-Oriented Technology Management
Subtitle: Innovating for Profit in Entrepreneurial Times
By: by Fred Y. Phillips
Publisher: Springer Berlin Heidelberg
Published: 2001
Place of publication: Berlin, Heidelberg
Language: eng
Format: [electronic resource] :
Number of pages: 418
ISBN-13: 9783642074561; 9783662085004
Subjects: Information systems; Industrial management; Industrial engineering; Economics
Description: Market-Oriented Technology Management develops fundamentals of technology cycles, technology acquisition, core technology management, and technology policy. These principles enable managers to find, acquire and develop technologies, add value to them, and make a profit in the environment of short life cycles and rapid price reductions typical of the electronics, semiconductor, and other globally hypercompetitive industries. Examples from high technology companies illustrate the application of these principles in the context of current industry issues. The book has been tested in courses for MBA students at the Austin (Texas) Technology Incubator and for managers and executives in Oregon's Silicon Forest. Every insertion of a new technology or product must be sold, whether the insertion is purely intraorganizational or whether a vendor company is selling to a buyer company. The book's emphasis on marketing is a distinctive feature.
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Table of contents: title: Preface; title: Part I:Technology Life Cycles: 1 Introduction:Revolutionary Technologies; 2 Technology Life Cycle and Market Segmentation; title: Part II: Acquisition of Technologies: 3 Identifying, Nurturing & Monitoring Core Technologies; 4 Technology Sourcing; title: Part III: Managing Technological Risk: 5 Managing Technological Risk; 6 Influence of Government Policy on Technology Acquisition and Utilization; title: Part IV: New-to-the-World Products: 7 Researching Technology Markets in a Fast-Cycle World; title: 8 Adopting New-to-the-World Products; 9 Strategies and Tactics for Marketing New-to-the-World Products; title: Part V: Into the Future: 10 Escaping Niche Marketing: Moving to the Mass Market; 11 The Future of Technology Commercialization; title: Subject Index; title: Name Index.