Market oriented technology management: innovating for profit in entrepreneurial times ; with 43 tables
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Berlin ; Heidelberg ; New York ; Barcelona ; Hong Kong ; London
Springer
2001
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XVII, 417 S. graph. Darst. |
| ISBN: | 3540412581 |
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| 245 | 1 | 0 | |a Market oriented technology management |b innovating for profit in entrepreneurial times ; with 43 tables |c Fred Y. Phillips |
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Datensatz im Suchindex
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|---|---|
| adam_text | Table of Contents
Preface VII
PART I: TECHNOLOGY LIFE CYCLES 1
1 Introduction: Revolutionary Technologies 3
1.1 Revolutionary Technologies: Why Bother? 3
1.2 Why This Book Was Written, and for Whom 4
1.3 What the Book Covers (I) 5
1.4 Theory and Practice 6
1.5 The Growth of New to the World Technologies 8
1.6 Type IV Products 13
1.7 What the Book Covers (II) 14
1.8 Looking Ahead 15
1.9 Computer Industry Booms, But Where s the Marketing? 16
1.10 What Makes a Technology or a Product Advanced ?: Innovative
Products and Revolutionary Products 19
1.11 Technology Fusion 21
1.12 Technology Mapping 23
1.13 Notes 30
1.14 Appendix: The IC^ Institute and the Austin Technology Incubator 31
1.15 Questions and Problems 33
2 Technology Life Cycle and Market Segmentation 35
2.1 Stages in the Life Cycle: Buyer Segments 37
2.2 Modelling New Product Growth 40
2.3 Are There Technology Products Any More? 41
2.3.1 Evidence for the Death of the Product 43
2.3.2 Reasons for the Death of the Product 44
2.3.3 Summary of Survey Results 45
2.3.4 The Experiences of Other Companies 46
1
XII Table of Contents
2.3.5 Implications for Managers 47
2.4 How Does High Technology Become Just Plain Technology? 49
2.5 Technological Substitution 54
2.6 Technological Substitution in the Market Research Industry 55
2.6.1 Purchase and Audience Panels 55
2.6.2 The Rise of Scanner Panels 57
2.6.3 Substitution of Scanner Data for Diary Data 59
2.6.4 Technological Change and the Death of Quality Research 63
2.7 Why Such an Emphasis on Cycles? 65
2.8 Notes 69
2.9 Appendices 72
2.9.1 Spreadsheet Skills 72
2.9.2 Mathematics Review 74
2.10 Questions and Problems 85
PART II: ACQUISITION OF TECHNOLOGIES 93
3 Identifying, Nurturing Monitoring Core Technologies 95
3.1 Defining Technology and Technology Transfer 95
3.2 Core Technologies 96
3.3 Experience Curves 101
3.4 High Technology Firms as Evolutionary Organizations 106
3.5 Notes 109
3.6 Appendix: Mathematics Review 111
3.6.1 Logarithms and Exponentials 111
3.6.2 Experience Curves 112
3.7 Questions and Problems 113
4 Technology Sourcing 119
4.1 Global Scanning for Technologies 120
4.2 Ensuring Access to Outside Technologies:
Managing a Supplier Relationship 121
4.3 Ensuring Access to Outside Technologies:
Technology Incubation, Japanese Style 123
4.3.1 Introduction 123
4.3.2 Phased Development of a Japan Technology Incubator 123
4.3.3 Sales Points 125
4.3.4 Conclusion 128
4.4 University Technology Transfer 128
4.5 Inter Sectoral Technology Transfer: The University Industry Case 131
4.6 Chapter Conclusion 135
Table of Contents XIII
4.6.1 Technology Plan of an Academic Unit 137
4.6.2 Acquiring Information Technology 138
4.7 Notes 139
4.8 Questions and Problems 141
PART III: MANAGING TECHNOLOGICAL RISK 145
5 Managing Technological Risk 147
5.1 About Risk 147
5.1.1 Dealing with Risk 148
5.1.2 Risk, Values, and Long Range Planning 150
5.2 Technological Risk 152
5.3 Product Innovation 153
5.4 New Product Development in the U.S. and Japan 154
5.5 Concurrent Engineering 160
5.6 Balancing Committed Costs and Expenditures 167
5.6.1 Introduction 167
5.6.2 Committed Costs 168
5.6.3 Postponing Cost Commitments 169
5.6.4 Product Development Risk: Empirical Results 171
5.7 Balancing the Project Portfolio 176
5.7.1 Capital Budgeting with Linear Programming 176
5.7.2 NPV vs. Decision Analysis: Real Options 177
5.8 The Bigger Picture: Total Corporate Risk, and Public
Perception of Risk 185
5.9 Notes 188
5.10 Questions and Problems 191
6 Influence of Government Policy On Technology
Acquisition and Utilization 193
6.1 Science, Technology, Management, and Policy 194
6.1.1 Philosophy of Federal R D Policy 194
6.1.2 Technology Transfer Policy 195
6.1.3 Patent Reform 196
6.1.4 Competitiveness 199
6.1.5 Trade 199
6.1.6 Technology Workforce Issues 200
6.1.7 Adapting Government to Deal with
Technology Convergence and Fusion 200
6.1.8 Privacy 200
6.1.9 Ethics Legislation 201
1
XIV Table of Contents
6.1.10 Taxes 202
6.1.11 Changing Roles of the U.S. and
Russian National Laboratories 202
6.2 Pertinent Publications on U.S. Federal S T Policy 204
6.3 Japanese Industrial Policy 206
6.4 Technology Industry Policy at the Local and Regional Levels 211
6.4.1 Technology and Regional Economic Development 211
6.4.2 ParcBIT and Balearic Economic
Development A Consulting Report 212
6.5 Notes 218
6.6 Appendix: Terminology of the Japanese Government Industry
Relationship and Allied Areas 220
6.7 Questions and Problems 222
PART IV: NEW TO THE WORLD PRODUCTS 225
7 Researching Technology Markets in a Fast Cycle World 227
7.1 Forecasting 227
7.2 Technology Forecasting 229
7.2.1 How Did Technology Forecasting Get Started? 229
7.2.2 Why Do Companies Do Technology Forecasting? 229
7.2.3 What Are the Tools of Technology Forecasting? 230
7.2.4 Using These Tools 231
7.2.5 What Impact Do the Technological Trends Have on Us? 235
7.3 Technology Assessment 236
7.4 Technology Appraisal 239
7.4.1 The NTCCs 239
7.4.2 The Ames NTCC 240
7.4.3 The Johnson NTCC 240
7.4.4 The Appraisal Procedure 241
7.5 Market Information and the Total Life Cycle 251
7.6 Further Reading 255
7.6.1 Scientific Communication 255
7.6.2 Consortium Building; Technology Forecasting 256
7.6.3 Interdisciplinary Discourse; Technology Assessment 256
7.6.4 Global Technology Scanning 256
7.6.5 Patent Search 256
7.6.6 Competitor Intelligence 257
7.6.7 Expert Opinion 257
7.6.8 Market Forecasting 257
7.6.9 PPSM Information 257
Table of Contents XV
7.6.10 Concept Evaluation 257
7.6.11 Focus Groups 258
7.6.12 NPD Team Communication 258
7.6.13 Pre Test Market 258
7.6.14 Test Market 258
7.6.15 Customer Satisfaction Surveys 258
7.6.16 Customer Tracking 259
7.7 Tracking the Introduction of a New Product: What Really Happens? 259
7.8 Notes 262
7.9 Questions and Problems 262
8 Adopting New to the World Products 265
8.1 Introduction: Barriers to Adopting NTW Products 265
8.2 Perceived Risk 266
8.3 QWERTY vs. Dvorak 267
8.4 Innovation and Social Systems 268
8.5 Classification of Adoption Decisions for Innovations 269
8.6 The Adoption Process 270
8.7 Classification of Innovations 271
8.8 Stages of Developmental Learning 273
8.9 Effecting Change in People and Organizations 278
8.10 Transferring Outside Technologies into the Firm. Diffusing Adopted
Technologies within the Firm 280
8.11 Life Cycle Cost 282
8.11.1 Introduction to LC Cost 282
8.11.2 Steps in LC Costing 284
8.11.3 Mission Scenarios 285
8.11.4 Materiality 285
8.11.5 Cost Elements 285
8.11.6 Cost Parameters 286
8.11.7 Cost Relationships 288
8.11.8 An Automobile Life Cycle Cost Example 288
8.11.9 Aggregate to Determine LC Cost for the
Design Alternative 289
8.11.10 Disposal Costs 290
8.11.11 LC Decisions 290
8.12 How to Be a Change Agent on the Seller Side: The Case of a
Marketing Decision Support System 293
8.12.1 The Company 293
8.12.2 The Data 294
8.12.3 The Clients 295
8.12.4 The Necessity Which Was the Mother of DYANAâ„¢ 296
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XVI Table of Contents
8.12.5 Special Features of the DYANA DSS 297
8.12.6 Problems, Progress, and Opportunities 300
8.12.7 The Future 302
8.13 How to Be a Change Agent on the Buyer Side: PC Insertion in a
Mainframe Centric Company 303
8.14 How Long Will It Take? 306
8.15 Marketing Invisibles 307
8.16 Psychographics of the PC Market 308
8.16.1 An Understanding Gap 310
8.16.2 Techno Typing 310
8.17 Notes 313
8.18 Questions and Problems 314
9 Strategies and Tactics for Marketing New To the World Products 319
9.1 A Catalog and Workbook of Strategies 320
9.1.1 Comfort Factors 320
9.1.2 Picking Your Customers 327
9.1.3 Marketing Mix and Positioning 329
9.1.4 The Value of the Brand 335
9.2 Appendix: Technology Marketing in Japan A Bibliography 336
9.2.1 Introduction 336
9.2.2 Contents of the Bibliography 336
9.2.3 Brief Summary of the Cited Works 337
9.2.4 The Bibliography 338
9.3 Notes 340
9.4 Questions and Problems 341
PARTV: INTO THE FUTURE 343
10 Escaping the Niche Market; Moving to the Mass Market 345
10.1 Niche Marketing vs. Mass Marketing 345
10.2 Standardization Strategies 346
10.3 The GAP Strategy 355
10.4 The Trojan Horse 357
10.5 Conclusion 358
10.6 Notes 358
10.7 Questions and Problems 359
11 The Future of Technology Commercialization 361
11.1 Vision. Changing the World 361
11.2 Systematizing Commercialization 363
Table of Contents XVII
11.3 New Institutions for Promoting Technology Entrepreneurship 367
11.3.1 New Business Incubators 369
11.3.2 Technology Brokers 374
11.4 Additional Cases: High Tech Entrepreneurial Companies 375
11.4.1 Autogenesis 376
11.4.2 Corporate Memory Systems, Inc. 379
11.4.3 Medical Polymers Technologies, Inc. 381
11.4.4 Expert Application Systems, Inc. (EASI) 386
11.4.5 American Innovations, Inc. 389
11.5 Notes 391
11.6 Questions and Problems 391
Subject Index 395
Name Index 409
|
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| illustrated | Illustrated |
| indexdate | 2024-07-09T18:47:45Z |
| institution | BVB |
| isbn | 3540412581 |
| language | English |
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| spelling | Phillips, Fred 1952- Verfasser (DE-588)122595793 aut Market oriented technology management innovating for profit in entrepreneurial times ; with 43 tables Fred Y. Phillips Market-oriented technology management Berlin ; Heidelberg ; New York ; Barcelona ; Hong Kong ; London Springer 2001 XVII, 417 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier High technology Marketing New products Marketing Technology Management Markt (DE-588)4037621-7 gnd rswk-swf Produkteinführung (DE-588)4239366-8 gnd rswk-swf Unternehmen (DE-588)4061963-1 gnd rswk-swf Produktinnovation (DE-588)4047346-6 gnd rswk-swf Technologiemanagement (DE-588)4215161-2 gnd rswk-swf Technologiemanagement (DE-588)4215161-2 s DE-604 Markt (DE-588)4037621-7 s Unternehmen (DE-588)4061963-1 s DE-188 Produktinnovation (DE-588)4047346-6 s Produkteinführung (DE-588)4239366-8 s HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009250773&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Phillips, Fred 1952- Market oriented technology management innovating for profit in entrepreneurial times ; with 43 tables High technology Marketing New products Marketing Technology Management Markt (DE-588)4037621-7 gnd Produkteinführung (DE-588)4239366-8 gnd Unternehmen (DE-588)4061963-1 gnd Produktinnovation (DE-588)4047346-6 gnd Technologiemanagement (DE-588)4215161-2 gnd |
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| title | Market oriented technology management innovating for profit in entrepreneurial times ; with 43 tables |
| title_alt | Market-oriented technology management |
| title_auth | Market oriented technology management innovating for profit in entrepreneurial times ; with 43 tables |
| title_exact_search | Market oriented technology management innovating for profit in entrepreneurial times ; with 43 tables |
| title_full | Market oriented technology management innovating for profit in entrepreneurial times ; with 43 tables Fred Y. Phillips |
| title_fullStr | Market oriented technology management innovating for profit in entrepreneurial times ; with 43 tables Fred Y. Phillips |
| title_full_unstemmed | Market oriented technology management innovating for profit in entrepreneurial times ; with 43 tables Fred Y. Phillips |
| title_short | Market oriented technology management |
| title_sort | market oriented technology management innovating for profit in entrepreneurial times with 43 tables |
| title_sub | innovating for profit in entrepreneurial times ; with 43 tables |
| topic | High technology Marketing New products Marketing Technology Management Markt (DE-588)4037621-7 gnd Produkteinführung (DE-588)4239366-8 gnd Unternehmen (DE-588)4061963-1 gnd Produktinnovation (DE-588)4047346-6 gnd Technologiemanagement (DE-588)4215161-2 gnd |
| topic_facet | High technology Marketing New products Marketing Technology Management Markt Produkteinführung Unternehmen Produktinnovation Technologiemanagement |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009250773&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT phillipsfred marketorientedtechnologymanagementinnovatingforprofitinentrepreneurialtimeswith43tables AT phillipsfred marketorientedtechnologymanagement |