Market-Oriented Technology Management: Innovating for Profit in Entrepreneurial Times 1st Edition

0.0

Contents : Preface PART I: TECHNOLOGY LIFE CYCLESChapter 1 Introduction: Revolutionary Technologies1.1 Revolutionary Technologies: Why Bother? 1.2 Why This Book Was Written, and for Whom 1.3 What the Book Covers (I) 1.4 Theory and Practice 1.5 The Growth of New-to-the-World Technologies 1.6 Type IV Products 1.7 What the Book Covers (II) 1.8 Looking Ahead 1.9 Computer Industry Booms, But Where's the Marketing? 1.10 What Makes a Technology or a Product "Advanced"?: Innovative Products and Revolutionary Products 1.11 Technology Fusion 1.12 Technology Mapping 1.13 Notes 1.14 Appendix: The IC2 Institute and the Austin Technology Incubator 1.15 Questions and Problems Chapter 2 Technology Life Cycle and Market Segmentation 2.1 Stages in the Life Cycle: Buyer Segments 2.2 Modelling New Product Growth 2.3 Are There Technology "Products" Any More? 2.3.1 Evidence for the Death of the Product 2.3.2 Reasons for the Death of the Product 2.3.3 Summary of Survey Results 2.3.4 The Experiences of Other Companies 2.3.5 Implications for Managers 2.4 How Does "High" Technology Become Just Plain Technology? 2.5 Technological Substitution 2.6 Technological Substitution in the Market Research Industry 2.6.1 Purchase and Audience Panels 2.6.2 The Rise of Scanner Panels 2.6.3 Substitution of Scanner Data for Diary Data 2.6.4 Technological Change and the Death of "Quality Research" 2.7 Why Such an Emphasis on Cycles? 2.8 Notes 2.9 Appendices 2.9.1 Spreadsheet Skills 2.9.2 Mathematics Review 2.10 Questions and Problems PART II: ACQUISITION OF TECHNOLOGIES Chapter 3 Identifying, Nurturing & Monitoring Core Technologies3.1 Defining Technology and Technology Transfer 3.2 Core Technologies 3.3 Experience Curves 3.4 High-Technology Firms as Evolutionary Organizations 3.5 Notes 3.6 Appendix: Mathematics Review 3.6.1 Logarithms and Exponentials 3.6.2 Experience Curves 3.7 Questions and Problems Chapter 4. Technology Sourcing 4.1 Global Scanning for Technologies 4.2 Ensuring Access to Outside Technologies: Managing a Supplier Relationship 4.3 Ensuring Access to Outside Technologies: Technology Incubation, Japanese Style 4.3.1 Introduction 4.3.2 Phased Development of a Japan Technology Incubator 4.3.3 Sales Points 4.3.4 Conclusion 4.4 University Technology Transfer 4.5 Inter-Sectoral Technology Transfer: The University-Industry Case 4.6 Chapter Conclusion 4.6.1 Technology Plan of an Academic Unit 4.6.2 Acquiring Information Technology 4.7 Notes 4.8 Questions and Problems PART III: MANAGING TECHNOLOGICAL RISK Chapter 5 Managing Technological Risk5.1 About Risk 5.1.1 Dealing with Risk 5.1.2 Risk, Values, and Long-Range Planning 5.2 Technological Risk 5.3 Product Innovation 5.4 New Product Development in the U.S. and Japan 5.5 Concurrent Engineering 5.6 Balancing Committed Costs and Expenditures 5.6.1 Introduction 5.6.2 Committed Costs 5.6.3 Postponing Cost Commitments 5.6.4 Product Development Risk: Empirical Results5.7 Balancing the Project Portfolio 5.7.1 Capital Budgeting with Linear Programming 5.7.2 NPV vs. Decision Analysis: "Real Options" 5.8 The Bigger Picture: Total Corporate Risk, and Public Perception of Risk 5.9 Notes 5.10 Questions and Problems Chapter 6 Influence of Government Policy On Technology Acquisition and Utilization 6.1 Science, Technology, Management, and Policy 6.1.1 Philosophy of Federal R&D Policy 6.1.2 Technology Transfer Policy 6.1.3 Patent Reform 6.1.4 Competitiveness 6.1.5 Trade 6.1.6 Technology Workforce Issues 6.1.7 Adapting Government to Deal with Technology Convergence and Fusion 6.1.8 Privacy 6.1.9 Ethics Legislation 6.1.10 Taxes 6.1.11 Changing Roles of the U.S. and Russian National Laboratories 6.2 Pertinent Publications on U.S. Federal S&T Policy 6.3 Japanese Industrial Policy 6.4 Technology Industry Policy at the Local and Regional Levels 6.4.1 Technology and Regional Economic Development 6.4.2 ParcBIT and Balearic Economic Development - A Consulting Report 6.5 Notes 6.6 Appendix: Terminology of the Japanese Government-Industry Relationship and Allied Areas 6.7 Questions and Problems PART IV: NEW-TO-THE-WORLD PRODUCTS Chapter 7 Researching Technology Markets in a Fast-Cycle World7.1 Forecasting 7.2 Technology Forecasting 7.2.1 How Did Technology Forecasting Get Started? 7.2.2 Why Do Companies Do Technology Forecasting? 7.2.3 What Are the Tools of Technology Forecasting? 7.2.4 Using These Tools 7.2.5 What Impact Do the Technological Trends Have on Us? 7.3 Technology Assessment 7.4 Technology Appraisal 7.4.1 The NTCCs 7.4.2 The Ames NTCC 7.4.3 The Johnson NTCC 7.4.4 The Appraisal Procedure 7.5 Market Information and the Total Life Cycle 7.6 Further Reading 7.6.1 Scientific Communication 7.6.2 Consortium-Building; Technology Forecasting 7.6.3 Interdisciplinary Discourse; Technology Assessment 7.6.4 Global Technology Scanning 7.6.5 Patent Search 7.6.6 Competitor Intelligence 7.6.7 Expert Opinion 7.6.8 Market Forecasting 7.6.9 PPSM Information 7.6.10 Concept Evaluation 7.6.11 Focus Groups 7.6.12 NPD Team Communication 7.6.13 Pre-Test Market 7.6.14 Test Market 7.6.15 Customer Satisfaction Surveys 7.6.16 Customer Tracking 7.7 Tracking the Introduction of a New Product: What Really Happens? 7.8 Notes 7.9 Questions and Problems Chapter 8 Adopting New-to-the-World Products 8.1 Introduction: Barriers to Adopting NTW Products 8.2 Perceived Risk 8.3 QWERTY vs. Dvorak 8.4 Innovation and Social Systems 8.5 Classification of Adoption Decisions for Innovations 8.6 The Adoption Process 8.7 Classification of Innovations 8.8 Stages of Developmental Learning 8.9 Effecting Change in People and Organizations 8.10 Transferring Outside Technologies into the Firm. Diffusing Adopted Technologies within the Firm8.11 Life Cycle Cost 8.11.1 Introduction to LC Cost 8.11.2 Steps in LC Costing 8.11.3 Mission Scenarios 8.11.4 Materiality 8.11.5 Cost Elements 8.11.6 Cost Parameters 8.11.7 Cost Relationships 8.11.8 An Automobile Life Cycle Cost Example 8.11.9 Aggregate to Determine LC Cost for the Design Alternative 8.11.10 Disposal Costs 8.11.11 LC Decisions 8.12 How to Be a Change Agent on the Seller Side: The Case of a Marketing Decision Support System 8.12.1 The Company 8.12.2 The Data 8.12.3 The Clients 8.12.4 The Necessity Which Was the Mother of DYANA(tm) 8.12.5 Special Features of the DYANA DSS 8.12.6 Problems, Progress, and Opportunities 8.12.7 The Future 8.13 How to Be a Change Agent on the Buyer Side: PC Insertion in a Mainframe-Centric Company 8.14 How Long Will It Take? 8.15 Marketing Invisibles 8.16 Psychographics of the PC Market 8.16.1 An "Understanding Gap" 8.16.2 Techno-Typing 8.17 Notes 8.18 Questions and Problems Chapter 9 Strategies and Tactics for Marketing New-To-the-World Products9.1 A Catalog and Workbook of Strategies 9.1.1 Comfort Factors 9.1.2 Picking Your Customers 9.1.3 Marketing Mix and Positioning 9.1.4 The Value of the Brand9.2 Appendix: Technology Marketing in Japan - A Bibliography 9.2.1 Introduction 9.2.2 Contents of the Bibliography 9.2.3 Brief Summary of the Cited Works 9.2.4 The Bibliography9.3 Notes 9.4 Questions and Problems PART V: INTO THE FUTURE Chapter 10 Escaping the Niche Market; Moving to the Mass Market10.1 Niche Marketing vs. Mass Marketing 10.2 Standardization Strategies 10.3 The GAP Strategy 10.4 The Trojan Horse 10.5 Conclusion 10.6 Notes 10.7 Questions and Problems Chapter 11. The Future of Technology Commercialization 11.1 Vision. Changing the World 11.2 Systematizing Commercialization 11.3 New Institutions for Promoting Technology Entrepreneurship 11.3.1 New Business Incubators 11.3.2 Technology Brokers 11.4 Additional Cases: High-Tech Entrepreneurial Companies 11.4.1 Autogenesis 11.4.2 Corporate Memory Systems, Inc. 11.4.3 Medical Polymers Technologies, Inc. 11.4.4 Expert Application Systems, Inc. (EASI) 11.4.5 American lnnovations, Inc. 11.5 Notes 11.6 Questions and Problems Subject Index Name Index END