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Business Expectations: Are You Using Technology to its Fullest?

Book Description

PRAISE FOR BUSINESS EXPECTATIONS

ARE YOU USING TECHNOLOGY TO ITS FULLEST?

"In the wake of the new economy hype, Business Expectations: Are You Using Technology to Its Fullest? provides a cogent analysis of the practical challenges involved in managing technology ventures. Along with a fantastically rich, compelling set of real-world cases, the authors provide an invaluable tool kit for anyone interested in commercializing new technology."

-Mary Tripsas, Professor, Harvard Business School

"From the standpoint of an investor in biomedical technology, Business Expectations: Are You Using Technology to Its Fullest? provides a helpful schema for understanding the process of technology development and adoption. The book's insights into the life cycle of a new technology are perceptive and draw upon a wide variety of interesting examples from different industrial settings."

-Michael Lytton, General Partner, Oxford Bioscience Partners

Find out if you're using your technology to its fullest with:

  • A road map that guides you along the technological and developmental path from concept to product

  • Tools you can use to position your product or service in order to better satisfy customer needs

  • The knowledge necessary to separate realistic and unrealistic expectations for your technology so you can push it to the limit of its capabilities

  • A plan for marketing your product or service within the framework of your current e-business technology

  • Expert guidance on what it takes to create, innovate, and dominate in the New Economy

Table of Contents

  1. Copyright
  2. Preface
  3. Acknowledgments
  4. I. PROPOSITION
    1. 1. Alchemy—Technology Continuum
      1. 1.1. MAGIC VERSUS TECHNOLOGY
        1. 1.1.1. Products
        2. 1.1.2. Processes
        3. 1.1.3. Applying Magic Ingredients
      2. 1.2. THE CONTINUUM
        1. 1.2.1. A Software Startup Company
        2. 1.2.2. Moving along the Continuum
        3. 1.2.3. Points and Periods
      3. 1.3. RELEVANCE
      4. 1.4. SUMMARY
    2. 2. Product Lifecycle
      1. 2.1. CAVEAT EMPTOR (LET THE BUYER BEWARE!)
      2. 2.2. A MATTER OF LIFE AND DEATH
        1. 2.2.1. Chia Pets and Hula Hoops
        2. 2.2.2. Risky Business
      3. 2.3. LIFE AND DEATH IN THE CONTINUUM
        1. 2.3.1. Inception
        2. 2.3.2. Development
        3. 2.3.3. Introduction
        4. 2.3.4. Growth
        5. 2.3.5. Maturity
        6. 2.3.6. Decline
      4. 2.4. RELEVANCE
        1. 2.4.1. Risk Management
        2. 2.4.2. Winning the Game
      5. 2.5. SUMMARY
    3. 3. Customer Behavior
      1. 3.1.
        1. 3.1.1. Time for Change
        2. 3.1.2. Today's Market
        3. 3.1.3. Lessons Learned
      2. 3.2. THE NEXT NEW THING
      3. 3.3. INDIVIDUAL BEHAVIOR
        1. 3.3.1. Stages of Change
        2. 3.3.2. Case Study: PDAs
      4. 3.4. POPULATION BEHAVIOR
        1. 3.4.1. The Stethoscope
        2. 3.4.2. The PDA
        3. 3.4.3. Other Technologies
      5. 3.5. MONEY MATTERS
        1. 3.5.1. Hedonic Pricing
        2. 3.5.2. Value and the Continuum
      6. 3.6. RULES OF THE GAME
      7. 3.7. WATCHED OR SEEN
      8. 3.8. SUMMARY
  5. II. VALUE
    1. 4. Alchemy of Entrepreneurship
      1. 4.1. BASIC PRINCIPLES
        1. 4.1.1. Customers Expect More
        2. 4.1.2. Form Follows Function
        3. 4.1.3. Inventors Are Not Necessarily Entrepreneurs
        4. 4.1.4. Entrepreneurship Is about Increasing the Odds of Success
      2. 4.2. WINNERS
        1. 4.2.1. The Spreadsheet
        2. 4.2.2. Desktop Publishing
        3. 4.2.3. Traditional Industry
        4. 4.2.4. Digital Image Editing
      3. 4.3. LOSERS
        1. 4.3.1. Genetically Modified Edibles
        2. 4.3.2. Wireless Wonders
        3. 4.3.3. Boutique Computer Hardware Manufacturers
        4. 4.3.4. DotCom Grocery Stores
      4. 4.4. UNDECIDED
        1. 4.4.1. Programmable Cars
        2. 4.4.2. Self-Scan Shopping
        3. 4.4.3. eBooks
      5. 4.5. TWO CENTS WORTH
      6. 4.6. SUMMARY
    2. 5. Getting Unstuck
      1. 5.1. A STICKY SITUATION
        1. 5.1.1. Change Agent
        2. 5.1.2. Solutions
        3. 5.1.3. Analysis
      2. 5.2. STICKING AND THE CONTINUUM
        1. 5.2.1. Inception
        2. 5.2.2. Concept Development
        3. 5.2.3. Technical Gateway
        4. 5.2.4. Prototype Development
        5. 5.2.5. Product Point
        6. 5.2.6. Clarification
        7. 5.2.7. Market Gateway
        8. 5.2.8. Stabilization
        9. 5.2.9. Completion
      3. 5.3. GETTING CREATIVE
      4. 5.4. SUMMARY
    3. 6. Research and Development
      1. 6.1. OPTICAL COMMUNICATIONS
        1. 6.1.1. A Case Study: Fiber Optics
        2. 6.1.2. Some Science
        3. 6.1.3. R&D History
      2. 6.2. ANALYSIS
        1. 6.2.1. General Principles
        2. 6.2.2. Implications
      3. 6.3. SUMMARY
    4. 7. Marketing
      1. 7.1. WIRELESS WORLD
        1. 7.1.1. Historical Perspective
        2. 7.1.2. Expectation Management
      2. 7.2. ANALYSIS
        1. 7.2.1. General Principles
        2. 7.2.2. Implications
      3. 7.3. SUMMARY
    5. 8. The Corporation
      1. 8.1. COMPETITIVE LANDSCAPE
        1. 8.1.1. David and Goliath
        2. 8.1.2. Old versus New
        3. 8.1.3. Sudden Death Syndrome
      2. 8.2. IN THE TRENCHES
      3. 8.3. ANALYSIS
        1. 8.3.1. General Principles and Implications
      4. 8.4. SUMMARY
  6. III. VISION MAINTENANCE
    1. 9. Making Better Business Decisions
      1. 9.1. ROLE OF LEADERSHIP
      2. 9.2. MISCONCEPTIONS OF THE NEW ECONOMY
        1. 9.2.1. Early Mover Wins
        2. 9.2.2. In the Web Space, Reach is Revenue
        3. 9.2.3. A Global Touch Point Makes a Company Global
        4. 9.2.4. Technology is Strategy
        5. 9.2.5. Growth is Sufficient
      3. 9.3. COMPANY-DRIVER SCENARIOS
        1. 9.3.1. Technology-Driven Startup
        2. 9.3.2. Technology-Driven Established Company
        3. 9.3.3. Market-Driven Established Company
        4. 9.3.4. Market-Driven Startup
        5. 9.3.5. The Continuum
      4. 9.4. FUTURE SHOCK
      5. 9.5. SUMMARY
        1. 9.5.1. Crossing the Finish Line: Again, Again, and Again
    2. Bibliography