000			03623nam a22003975i 4500
001			978-0-387-23552-3
003			DE-He213
005			20250710083929.0
007			cr nn 008mamaa
008			100301s2005 xxu| s |||| 0|eng d
020			_a9780387235523 _a99780387235523
024	7		_a10.1007/b101808 _2doi
082	0	4	_a658.8 _223
100	1		_aKaramchedu, Raj. _eauthor.
245	1	0	_aIt's not about the Technology _h[recurso electrónico] : _bDeveloping the Craft of Thinking for a High Technology Corporation / _cby Raj Karamchedu.
264		1	_aBoston, MA : _bSpringer US, _c2005.
300			_aXIV, 212 p. _bonline resource.
336			_atext _btxt _2rdacontent
337			_acomputer _bc _2rdamedia
338			_arecurso en línea _bcr _2rdacarrier
347			_atext file _bPDF _2rda
505	0		_aThe 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.
520			_aIt'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-technology 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. Most new employees, whether an engineer or a marketer, in high technology companies come ill-equipped to face this endemic malaise and walk right into it. 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 problematic 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. How marketers and engineers comprehend a context uniquely shapes the ways they interact, engage in decision-making phenomenon, and eventually their execution performance in a company. The breakdown of their interaction occurs when the individual contexts of a marketer and an engineer are permanently secluded from one another. Drawing from fundamental economic principles and practical experience from the high technology semiconductor business, this book methodically demystifies the key to successful execution in the high technology space.
650		0	_aECONOMICS.
650		0	_aMARKETING.
650	1	4	_aECONOMICS/MANAGEMENT SCIENCE.
650	2	4	_aMARKETING.
650	2	4	_aBUSINESS/MANAGEMENT SCIENCE, GENERAL.
710	2		_aSpringerLink (Online service)
773	0		_tSpringer eBooks
776	0	8	_iPrinted edition: _z9780387233505
856	4	0	_uhttp://dx.doi.org/10.1007/b101808 _zVer el texto completo en las instalaciones del CICY
912			_aZDB-2-SBE
942			_2ddc _cER
999			_c56227 _d56227