Product strategy for high-technology companies: accelerating your business to web speed
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
New York, NY
McGraw-Hill
2001
|
| Ausgabe: | 2. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XX, 378 S. graph. Darst. |
| ISBN: | 0071362460 |
Internformat
MARC
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| 100 | 1 | |a MacGrath, Michael E. |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Product strategy for high-technology companies |b accelerating your business to web speed |c Michael E. McGrath |
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Datensatz im Suchindex
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|---|---|
| adam_text | Contents
Preface xv
Acknowledgments xix
Part 1. Framework for Product Strategy 1
1. Strategy Requires Vision 3
Impaired Vision 5
Tunnel Vision 5
Blindness 6
Shortsightedness 7
Hallucination 8
Exceptional Vision 9
20/20 Vision 9
Peripheral Vision 10
Foresighted Vision 10
Core Strategic Vision 10
Focus 11
Clarity 11
Completeness 12
Feasibility 14
Who s Responsible for Vision? 14
When Change in Vision Is Called For 16
Need for Clarification 17
Need for Evolution 17
Obsolescence 18
How Vision Guides Strategy 18
Core Strategic Vision in Action 21
vtt
I
viii Contents
Digital Equipment Corporation: Wandering Without a Vision 21
Compaq Computer: Changing Its CEO to Change Its Vision 26
Apple Computer: Confusing Strategy with Vision 29
Notes 32
2. Aligning Vision and Strategy 35
The CSV Boundary Framework 36
Aligning Financial Plans/Economic Model 41
Aligning Market Trends 42
Aligning Technology Trends/Strategy 44
Aligning Product Strategy 45
Aligning the Business Charter 47
Aligning Core Competencies/Value Chain 47
The CSV Boundary Framework in Action: Company ABC5
Case Study 48
Notes 52
3. Building the Foundation: Product Platform Strategy 53
Ingredients of Platform Strategy 55
Benefits of Platform Strategy 63
Product Platform Examples 68
Apple Computer s 25 Year Platform Strategy5 68
Microsoft s Windows NT Platform History 71
AT T s Service Platforms 71
Walt Disney s Families of Product Platforms 72
Amazon, corn s Common Platform 74
American Express s 100 Year Platform History 75
Medtronic s Pacemaker Platform Evolution 75
Product Platform Management 76
Platform Strategy in Action 84
NCR s Dundee ATM Division: Creating a Competitive
Advantage through Platform Strategy 84
Xerox: Making a Life or Death Platform Transition 85
Intel: An Evolving Platform Strategy 87
Notes 89
4. Defining the Offerings: Product Line Strategy 91
Ingredients of Product Line Strategy 92
Product Line Strategy Examples 98
Amazon.com Product Lines 99
HP Color Workgroup Printer Product Line 100
Dell Desktop Product Line 101
Tylenol Product Line 102
Walt Disney World Product Line 103
Product Line Management 104
Contents ix
Product Line Strategy in Action 108
IBM s ThinkPad Product Line Strategy 109
Intel s 486 Microprocessor Product Line Strategy 111
Notes 116
5. Addressing Market Realities: The MPP Framework 117
Product Strategy Structure 118
The MPP Framework 119
Markets and Market Segments 120
Economic and Business Case 121
Product Offerings and Product Lines 122
Product Platforms 123
Value Chain Strategies and Ongoing MPP Management 125
Managing the Technology Elements 126
Market Platform Plan in Action 129
Notes 131
6. Successful Expansion Paths: The Leveraged
Expansion Framework 133
Leveraging Product or Technical Competencies 137
Leveraging Market Competencies 139
Leveraged Expansion Framework 140
Leveraged Expansion Paths 142
Microsoft s Growth Strategy in Action 149
Notes 152
Part 2. Competitive Strategy 155
7. Achieving Sustained Differentiation Using
Vectors of Differentiation 1S7
Effects of Differentiation 158
Benefits of Vectors of Differentiation 164
Differentiation Strategies 168
Using Unique Features 168
By Measurable Customer Benefits 169
Through Ease of Use 171
By Improved Productivity 172
By Protecting the Customer s Investment 173
Through Lower Cost of Product Failure 173
With Higher Performance Products 174
By Unique Fundamental Capabilities 175
Through Design 175
Based on Standards 176
By Total Solutions 176
By Total Cost of Ownership 177
I
X Contents
Differentiation Through Brand Name 178
Differentiation Based on Convenience 179
Risks of Differentiation 179
Sustainable Differentiation 186
Maintaining Technological Advantage 187
Using Patent Protection 188
Rapidly Advancing the Vector 189
Notes 189
8. Product Pricing Strategy 191
Effects of Pricing Strategy 192
Offensive Pricing Strategies 196
Establish Price Leadership as the Basis for Competing 196
Use Penetration Pricing to Increase the Market 196
Use Experience Curve Pricing to Discourage Competition 197
Compete on the Basis of Price/Performance 200
Use Promotional Discounting to Accelerate Purchases 201
Defensive Pricing Strategies 202
Adapt Prices to Maintain Highest Competitive Price 202
Use Price to Segment the Market 203
Use Skim Pricing to Maximize Profit 203
Use Value Based Pricing to Maximize Profit 204
Redirect Product Line Sales by Balt and Switch Pricing 205
Internet Pricing Strategies 205
Risks of Offensive Pricing Strategies 208
Sources of Cost Advantage 210
Pricing Strategy in Action: Compaq Computer 215
Notes 218
9. Taking Advantage of First to Market and
Fast Follower Strategies 219
Advantages of Being First to Market 220
Advantages of Being the Fastest 223
First to Market Strategies 226
Be the First to Upgrade Products with New Technology 226
Respond Rapidly to Market Changes 227
Introduce Continual Product Innovation 228
Be the First to Create a New Market 228
Fast Follower Strategies 230
Wait Until a New Market Is Clarified 230
Reverse Engineer Successful Competitive Products 231
Risks of Timing Strategies 232
Entering the Market Prematurely 232
Compressing Product Life Cycles 233
Relying on an Inferior Product Development Process 233
Notes 234
Contents xi
10. Thinking Globally about Product Strategy 235
International Differences in Products 239
Certification Requirements 239
Standards 239
Language Differences 240
Differences in Use 240
Demographic Differences 241
National Preferences and Protectionism 242
National Laws 243
Global Product Strategy Integration with Other Global
Strategies 243
Global Market Strategy 244
Global Manufacturing Strategy 245
Global Product Development Process 246
Global Product Strategies 247
Design and Develop Products Uniquely for Country
Markets 248
Leverage a Country Specific Product through
Reengineering 249
Customize a Global Product Platform to Meet the Needs
of Different Regions 251
Develop a Universal Global Product 252
Risks of Global Strategies 253
Notes 255
11. Understanding the Opportunities and Risks
of Cannibalization 257
Causes of Unfavorable Cannlbalization 261
Offensive Cannibalization Strategies 263
Cannibalize the Market to Attack the Market Leader 264
Introduce New Technology First 264
Defensive Cannibalization Strategies 265
Cannibalize Yourself Before Competitors Do It 265
Introduce Cannibalization to Continue as
the Technology Leader 266
Manage the Rate of Cannibalization through Pricing 267
Restrict Cannibalization to Specific Market Segments 267
Risks of Cannibalization Strategies 268
Analytical Framework for Cannibalization 269
Notes 271
Part 3. Growth Strategies 273
12. Highways to Rapid Growth 275
Generating Revenue from Additional Product Offerings 277
Generating Revenue from Next Generation Platforms 278
I
xii Contents
Growing by Strengthening Competitive Position 280
Expanding into a Related Market by Leveraging Platforms,
Technologies, or Skills 281
Expanding into New Markets Not Closely Related to
Existing Markets 282
Using an Acquisition to Expand into a Related or
a New Market 283
Considering Diversification as a Way to Grow 284
Creating Opportunities to Grow through Innovation 285
Conclusion 286
Notes 286
13. Growth through Acquisitions 287
Types of Acquisitions 288
Type I: Acquire a Product Platform to Expand into
a New Market 289
Type II: Acquire Technology and Technical Skills to Develop
a New Product Platform 291
Type III: Acquire Market Experience and Channel Capabilities
to Enter a New Market 292
Type IV: Acquire a Competitor to Strengthen a Current
Market Position 293
Type V: Acquire a Company with the Capability to Diversify
into a Related Market 295
Valuing Acquisitions 296
Other Business Relationships 298
Forming Product Strategy with Acquisitions 302
Notes 304
14. Growth through New Ventures 305
Establishing the Boundaries of a Core Strategic Vision 306
Platform Strategy and Product Line Strategy in New Ventures 310
Viewing the Venture as an Expansion 313
Offensive Competitive Strategies 315
Defensive Competitive Strategies: Barriers to Entry 316
Unique Challenges of Creating a New Market 318
15. Growth through Innovation 321
Ingredients of Innovation 323
Opportunity Driven Innovation Strategies 324
Opportunities from Listening to Customer Needs 324
Opportunities from Generalizing a Solution to
a Specific Problem 326
Prediction Driven Innovation Strategies 326
Contents adii
Opportunities Based on the Declining Cost of Technology 327
Opportunities Based on New Applications for
Emerging Technology 328
Opportunities at the Intersection of Multiple Emerging
Technologies 329
Technology Driven Innovation Strategies 329
Search for Solutions to Perceived Problems 330
Stumble over a Technology Breakthrough and Apply It 330
Barriers to Innovation 332
Notes 334
Part 4. The Process of Product Strategy 335
16. Strategic Balance and Portfolio Management 337
Strategic Balance Trade offs 338
Focus versus Diversification 339
Short Term versus Long Term 340
Current Platforms versus New Platforms 341
One Business Unit versus Another 342
Research versus Development 343
High Risk versus Low Risk 343
Financial Return 344
Setting Priorities 345
Beyond Portfolio Management 346
Strategic Balance in Action 349
Notes 353
17. Process Elements 355
Strategic Integration 357
Process Architecture 358
Fitting the Six Elements of the Process Together 359
Delineating Clear Responsibility for Each Element 364
Integrating Product Strategy with Product and Technology
Development 365
Using Core Competencies to Leverage or Restrict
Product Strategy 367
Product Strategy Proficiency 369
Notes 370
Index 371
|
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| spelling | MacGrath, Michael E. Verfasser aut Product strategy for high-technology companies accelerating your business to web speed Michael E. McGrath 2. ed. New York, NY McGraw-Hill 2001 XX, 378 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Spitzentechnologie - Produktentwicklung Produktentwicklung (DE-588)4139402-1 gnd rswk-swf Innovation (DE-588)4027089-0 gnd rswk-swf Spitzentechnologie (DE-588)4124236-1 gnd rswk-swf Spitzentechnologie (DE-588)4124236-1 s Produktentwicklung (DE-588)4139402-1 s Innovation (DE-588)4027089-0 s DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009674320&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | MacGrath, Michael E. Product strategy for high-technology companies accelerating your business to web speed Spitzentechnologie - Produktentwicklung Produktentwicklung (DE-588)4139402-1 gnd Innovation (DE-588)4027089-0 gnd Spitzentechnologie (DE-588)4124236-1 gnd |
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| title | Product strategy for high-technology companies accelerating your business to web speed |
| title_auth | Product strategy for high-technology companies accelerating your business to web speed |
| title_exact_search | Product strategy for high-technology companies accelerating your business to web speed |
| title_full | Product strategy for high-technology companies accelerating your business to web speed Michael E. McGrath |
| title_fullStr | Product strategy for high-technology companies accelerating your business to web speed Michael E. McGrath |
| title_full_unstemmed | Product strategy for high-technology companies accelerating your business to web speed Michael E. McGrath |
| title_short | Product strategy for high-technology companies |
| title_sort | product strategy for high technology companies accelerating your business to web speed |
| title_sub | accelerating your business to web speed |
| topic | Spitzentechnologie - Produktentwicklung Produktentwicklung (DE-588)4139402-1 gnd Innovation (DE-588)4027089-0 gnd Spitzentechnologie (DE-588)4124236-1 gnd |
| topic_facet | Spitzentechnologie - Produktentwicklung Produktentwicklung Innovation Spitzentechnologie |
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