Overview

It's Not About the Technology is about a phenomenon that is most dreaded by high-technology industry executives: a failure at the execution leading to a missed market window. Executives in the high-tech space agree that, without a doubt, a critical factor that drives the company to such a failure is the breakdown of interaction between marketing and engineering. This book is not about a new concept, or a new technique. It tackles the big questions of how to develop the craft of the thinking that is required of us in high technology companies. It is predicated on a radical notion that, even though the problem is the execution in a high technology corporation, neither a high level market strategy nor the kind of technology itself matters, insofar as learning the craft of execution goes.

Full Product Details

Author:   Raj Karamchedu
Publisher:   Springer-Verlag New York Inc.
Imprint:   Springer-Verlag New York Inc.
Edition:   2005 ed.
Dimensions:   Width: 15.20cm , Height: 1.40cm , Length: 22.90cm
Weight:   1.130kg
ISBN:  

9780387233505

ISBN 10:   0387233504
Pages:   212
Publication Date:   19 November 2004
Audience:   College/higher education ,  Professional and scholarly ,  Tertiary & Higher Education ,  Professional & Vocational
Format:   Hardback
Publisher's Status:   Active
Availability:   In Print  
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Table of Contents

The Thinking.- The Problem.- Organized but Dysfunctional.- The Awareness of an Engineer.- Marketing’s Choice and Engineering Planning.- Differentiation: A Phenomenon, not a Concept.- We Relate Before We Differentiate.- Contexts Can Undifferentiate a Product!.- The Semiconductor Company Context.- The Forward Movement Latent in Execution.- A Glimpse at the Marketing Context.- The Context of Execution.- High Tech Contexts: A Semiconductor Company View.- The Semiconductor Value Chain.- The Product Definition Context.- The Economics Context.- The Customer Context.- The Design-In.- The Craft and the Mindset.- The Requirements Craft.- Manage Expectations.- The Execution Mindset.- Overcoming Technology-Centric View.- Marketing is Organized Decision Making.

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Author Information

Raj Karamchedu is a senior product marketing manager at Silicon Image, Inc., a world leader in high definition multimedia interface products. Mr. Karamchedu has built a wealth of experience over the past ten years in high technology semiconductor product management and design roles in a series of leading silicon valley companies. This combination of engineering and marketing backgrounds gives the author an ability to dig deeper and bring to light critical product marketing decision points that come up in the day-to-day semiconductor business. In his spare time Mr Karamchedu publishes a web magazine called Slowread – http://www.slowread.com - a site for entrepreneurial opportunities in India.

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