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.
Preface
Part I : Technology Life Cycles
Chapter 1 : Introduction: Revolutionary Technologies
Chapter 2 : Technology Life Cycle and Market Segmentation
Part II : Acquisition of Technologies
Chapter 3 : Identifying, Nurturing & Monitoring Core Technologies
Chapter 4 : Technology Sourcing
Part III : Managing Technological Risk
Chapter 5 : Managing Technological Risk
Chapter 6 : Influence of Government Policy On Technology Acquisition and Utilization
Part IV : New-To-The-World Products
Chapter 7 : Researching Technology Markets in a Fast-Cycle World
Chapter 8 : Adopting New-to-the-World Products
Chapter 9 : Strategies and Tactics for Marketing New-To-the-World Products
Part V : Into the Future
Chapter 10 : Escaping the Niche Market; Moving to the Mass Market
Chapter 11 : The Future of Technology Commercialization
Subject Index
Name Index
