Download or read book Taking Technology to the Market written by Mr Ian Linton and published by Gower Publishing, Ltd.. This book was released on 2012-10-28 with total page 283 pages. Available in PDF, EPUB and Kindle. Book excerpt: With intensifying competitive activity and continuing budget constraints, technology marketing teams are under pressure to be more accountable and deliver measurable results that demonstrate an effective return on investment. To add to the complexity, the market for technology products and services is global, with continuing growth in both developed and developing territories. Taking Technology to the Market provides a practical guide to the critical success factors in marketing technology. It uses a project-based approach, providing comprehensive guidelines for key strategic and tactical marketing programmes. The book will help you improve your chances of developing a winning marketing programme by providing essential steps to success and insight into best practice. Individual chapters provide self-contained guides to planning specific marketing tasks. The range of tasks covers the most common challenges facing marketing teams in technology companies. The book will help you understand the key success factors for overcoming a range of marketing challenges and give you the tools to put specific programmes into action quickly and effectively. The technology sector is a global business characterised by short product cycles, rapid change, longer-term customer relationships, complex decision-making processes, high levels of collaboration and partnership with customers and the supply chain, diverse channels to market and an emphasis on the value of information. These factors make the marketing of technology products and services a distinct discipline within the overall marketing spectrum to which Taking Technology to the Market is the definitive guide.
Download or read book Markets for Technology written by Ashish Arora and published by MIT Press. This book was released on 2004-01-30 with total page 351 pages. Available in PDF, EPUB and Kindle. Book excerpt: The past two decades have seen a gradual but noticeable change in the economic organization of innovative activity. Most firms used to integrate research and development with activities such as production, marketing, and distribution. Today firms are forming joint ventures, research and development alliances, licensing deals, and a variety of other outsourcing arrangements with universities, technology-based start-ups, and other established firms. In many industries, a division of innovative labor is emerging, with a substantial increase in the licensing of existing and prospective technologies. In short, technology and knowledge are becoming definable and tradable commodities. Although researchers have made significant advances in understanding the determinants and consequences of innovation, until recently they have paid little attention to how innovation functions as an economic process. This book examines the nature and workings of markets for intermediate technological inputs. It looks first at how industry structure, the nature of knowledge, and intellectual property rights facilitate the development of technology markets. It then examines the impacts of these markets on firm boundaries, the division of labor within the economy, industry structure, and economic growth. Finally, it examines the implications of this framework for public policy and corporate strategy. Combining theoretical perspectives from economics and management with empirical analysis, the book also draws on historical evidence and case studies to flesh out its research results.
Download or read book Technological Entrepreneurship written by Ian Chaston and published by Springer. This book was released on 2017-01-28 with total page 307 pages. Available in PDF, EPUB and Kindle. Book excerpt: This comprehensive book responds to the growing demand to study entrepreneurship as a key driver of innovation and competitive advantage. Challenging the existing idea that technological entrepreneurship exists predominantly in SMEs and as a result of market demands, the author argues that a commitment to entrepreneurship remains the most effective strategy for sustaining wealth generation for both organisations and entire nations. The aim of Technological Entrepreneurship is to provide the reader with additional knowledge and understanding of the concepts associated with the exploitation of technological entrepreneurship, and to demonstrate how associated management principles are somewhat different to those utilised in market-driven entrepreneurship. Validation of presented theoretical concepts is achieved through coverage of processes and practices utilised by real world organisations seeking to achieve maximum wealth generation, with specific emphasis on how technological entrepreneurship is the source of disruptive innovation within service sector organisations and how the philosophy is causing fundamental change in the provision of healthcare.
Download or read book Technology Business and the Market written by John S. Sheldrake and published by Routledge. This book was released on 2016-03-09 with total page 119 pages. Available in PDF, EPUB and Kindle. Book excerpt: John Sheldrake’s long experience of teaching business and management to engineers has highlighted a gap in the knowledge of students and practitioners alike, between their grasp of developments in science and technology and how these developments lead to the creation of successful products. Using case studies, Technology, Business and the Market explores the impact of new materials, techniques and technologies, and looks at the links between innovation, entrepreneurship, business (including finance), design, manufacturing, branding and marketing. The author examines the ways in which scientific endeavour is conditioned and even distorted by contextual issues such as finance and fashion. This demonstration of the synthesis of technology, business and the market has relevance for students, practitioners and policy makers in established and emerging markets.
Download or read book Leveraging the New Infrastructure written by Peter Weill and published by Harvard Business Press. This book was released on 1998 with total page 324 pages. Available in PDF, EPUB and Kindle. Book excerpt: One of the most important investments in an organization is its information technology (IT) infrastructure. Yet many managers are ill-prepared to make sound IT investment decisions. Drawing upon rigorous research with over 100 businesses in 75 firms in nine countries, the authors here present a wide range of IT possibilities, enabling managers to take control of decisions that many have relegated to technical staff or vendors.
Download or read book Technology and Market Structure written by John Sutton and published by MIT Press. This book was released on 2001-01-26 with total page 700 pages. Available in PDF, EPUB and Kindle. Book excerpt: John Sutton sets out a unified theory that encompasses two major approaches to studying market, while generating a series of novel predictions as to how markets evolve. Traditionally, the field of industrial organization has relied on two unrelated theories—the cross-section theory and the growth-of-firms theory—to explain cross-industry differences in concentration and within-industry skewness. The two approaches are based on very different mathematical structures and few researchers have attempted to relate them to each other. In this book, John Sutton unifies the two approaches through a theory that rests on three simple principles. The first two, a "survivor principle" that says that firms will not pursue loss-making strategies, and an "arbitrage principle" that says that if a profitable opportunity is available, some firm will take it, suffice to define a set of possible outcomes. The third, the "symmetry principle," says that the strategy used by a new entrant into any submarket depends neither on the entrants identity nor on its history in other submarkets. This allows researchers to bring together the roles of strategic interactions and of independence effects. The result is that the considerations motivating the cross-section tradition and those motivating the growth-of-firms tradition both drop out within a single game-theoretic model. This book follows Sutton's Sunk Costs and Market Structure, published by MIT Press in 1991.
Download or read book Biotechnology Entrepreneurship written by Craig Shimasaki and published by Academic Press. This book was released on 2014-04-08 with total page 489 pages. Available in PDF, EPUB and Kindle. Book excerpt: As an authoritative guide to biotechnology enterprise and entrepreneurship, Biotechnology Entrepreneurship and Management supports the international community in training the biotechnology leaders of tomorrow. Outlining fundamental concepts vital to graduate students and practitioners entering the biotech industry in management or in any entrepreneurial capacity, Biotechnology Entrepreneurship and Management provides tested strategies and hard-won lessons from a leading board of educators and practitioners. It provides a 'how-to' for individuals training at any level for the biotech industry, from macro to micro. Coverage ranges from the initial challenge of translating a technology idea into a working business case, through securing angel investment, and in managing all aspects of the result: business valuation, business development, partnering, biological manufacturing, FDA approvals and regulatory requirements. An engaging and user-friendly style is complemented by diverse diagrams, graphics and business flow charts with decision trees to support effective management and decision making. - Provides tested strategies and lessons in an engaging and user-friendly style supplemented by tailored pedagogy, training tips and overview sidebars - Case studies are interspersed throughout each chapter to support key concepts and best practices. - Enhanced by use of numerous detailed graphics, tables and flow charts
Download or read book Loved written by Martina Lauchengco and published by John Wiley & Sons. This book was released on 2022-04-12 with total page 295 pages. Available in PDF, EPUB and Kindle. Book excerpt: Most tech companies get marketing wrong because they don't know how to do product marketing right. The next in the bestselling SVPG series, LOVED shows what leaders like Apple, Netflix, Microsoft, and Salesforce do well and how to apply it to transform product marketing at your company. The best products can still lose in the marketplace. Why? They are beaten by products with stronger product marketing. Good product marketing is the difference between “also-ran” products versus products that lead. And yet, product marketing is widely misunderstood. Although it includes segmenting customers, positioning your product, creating product collateral, and supporting sales teams, great product marketing achieves much more. It directs the best way to bring your product to market. It shapes what the world thinks about your product and category. It inspires others to tell your product’s story. Part of the bestselling series including INSPIRED and EMPOWERED, LOVED explains the fundamentals of best-in-class product marketing for product teams, marketers, founders and any leader with a product and a vision. Sharing her personal stories as a former product and marketing leader at Microsoft and Netscape, and as an advisor to Silicon Valley startups, venture capitalist, and UC Berkeley engineering graduate school lecturer, Martina Lauchengco distills decades of lessons gleaned from working with hundreds of companies to make LOVED the definitive guide to modern product marketing. With dozens of stories from the trenches of market leaders as well as newer startups with products just beginning their journey, the book shows you: the centrality of product marketing to any product’s success the key skills and actions required to do it well the four fundamentals of product marketing and how to apply them how to hire, lead, and organize product marketing how product marketers optimize crucial collaboration with other functions one-sheet frameworks, tools and agile marketing practices that help simplify and elevate product marketing LOVED is an invitation to rethink tired notions of product marketing and practice a more dynamic, customer and market-centric version that creates raving fans and helps products achieve their full market potential.
Download or read book Distribution Channels written by Julian Dent and published by Kogan Page Publishers. This book was released on 2011-06-03 with total page 416 pages. Available in PDF, EPUB and Kindle. Book excerpt: Using numerous real-life examples, Distribution Channels explores the chain that makes products and services available for market and explains how to make the most of each step of the process. By defining the role and significance of the various partners involved, including distributors, wholesalers, final-tier channel players, retailers and franchise systems, the text provides a clear understanding of the entire go-to-market process, whilst also explaining channel partners' business models and how to engage with them for effective market access. Distribution Channels covers both the tactical and strategic dimensions of channel economics as well as containing information on accessing and servicing markets and customers, controlling brands, integrating web and online channels, building the value proposition and creating differentiation. Comprehensive and clear, this book provides you with the knowledge needed to improve your business model to ensure maximum market exposure and successful product delivery. The book is also supported by online resources, including additional figures, bonus chapters, and lecture slides.
Download or read book Handbook of Market Segmentation written by Art Weinstein and published by Psychology Press. This book was released on 2004 with total page 268 pages. Available in PDF, EPUB and Kindle. Book excerpt: This is a practical how-to guide to what marketers need to know about defining, segmenting and targeting business markets: assessing customer needs; gauging the competition; designing winning strategies; and maximising corporate resources.
Download or read book Introduction to e Supply Chain Management written by David Frederick Ross and published by CRC Press. This book was released on 2002-12-17 with total page 384 pages. Available in PDF, EPUB and Kindle. Book excerpt: In the quest to remove supply channel costs, streamline channel communications, and link customers to the value-added resources found along the supply chain continuum, Supply Chain Management (SCM) has emerged as a tactical operations tool. The first book to completely define the architecture of the merger of SCM and the Internet, Introduction to e
Download or read book Doing Business in Emerging Markets written by Sudhir Rana and published by Taylor & Francis. This book was released on 2021-09-27 with total page 250 pages. Available in PDF, EPUB and Kindle. Book excerpt: This volume presents a comprehensive analysis of the business, financial and economic aspects of emerging markets. Using case studies from India, Turkey, Bangladesh and Africa, it discusses themes such as megaprojects, infrastructure and sustainability; cross-border mergers and acquisitions; a new paradigm for educational markets; exports competitiveness; work engagement in service sector; mobile banking and crowdfunding; and venture capital flow into emerging economies, to focus on the trade, foreign investment, financial, and social progress of these economies. The chapters review the current state, learnings, changing scenarios, business practices, and financial and economic perspectives across emerging markets while examining progression, challenges and the way forward. With its rigorous approach and topical content, this book will be useful to scholars and researchers of management studies, business management, financial management, business economics, international business, finance and marketing, development studies and economics. It will also interest policymakers and practitioners in the field.
Download or read book INSPIRED written by Marty Cagan and published by John Wiley & Sons. This book was released on 2017-11-17 with total page 370 pages. Available in PDF, EPUB and Kindle. Book excerpt: How do today’s most successful tech companies—Amazon, Google, Facebook, Netflix, Tesla—design, develop, and deploy the products that have earned the love of literally billions of people around the world? Perhaps surprisingly, they do it very differently than the vast majority of tech companies. In INSPIRED, technology product management thought leader Marty Cagan provides readers with a master class in how to structure and staff a vibrant and successful product organization, and how to discover and deliver technology products that your customers will love—and that will work for your business. With sections on assembling the right people and skillsets, discovering the right product, embracing an effective yet lightweight process, and creating a strong product culture, readers can take the information they learn and immediately leverage it within their own organizations—dramatically improving their own product efforts. Whether you’re an early stage startup working to get to product/market fit, or a growth-stage company working to scale your product organization, or a large, long-established company trying to regain your ability to consistently deliver new value for your customers, INSPIRED will take you and your product organization to a new level of customer engagement, consistent innovation, and business success. Filled with the author’s own personal stories—and profiles of some of today’s most-successful product managers and technology-powered product companies, including Adobe, Apple, BBC, Google, Microsoft, and Netflix—INSPIRED will show you how to turn up the dial of your own product efforts, creating technology products your customers love. The first edition of INSPIRED, published ten years ago, established itself as the primary reference for technology product managers, and can be found on the shelves of nearly every successful technology product company worldwide. This thoroughly updated second edition shares the same objective of being the most valuable resource for technology product managers, yet it is completely new—sharing the latest practices and techniques of today’s most-successful tech product companies, and the men and women behind every great product.
Download or read book Implementing New Technology written by Dorothy Leonard-Barton and published by . This book was released on 1987 with total page 48 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Digital and Social Media Marketing written by Nripendra P. Rana and published by Springer Nature. This book was released on 2019-11-11 with total page 337 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.
Download or read book Unlocking the Customer Value Chain written by Thales S. Teixeira and published by Crown Currency. This book was released on 2019-02-19 with total page 354 pages. Available in PDF, EPUB and Kindle. Book excerpt: Based on eight years of research visiting dozens of startups, tech companies and incumbents, Harvard Business School professor Thales Teixeira shows how and why consumer industries are disrupted, and what established companies can do about it—while highlighting the specific strategies potential startups use to gain a competitive edge. There is a pattern to digital disruption in an industry, whether the disruptor is Uber, Airbnb, Dollar Shave Club, Pillpack or one of countless other startups that have stolen large portions of market share from industry leaders, often in a matter of a few years. As Teixeira makes clear, the nature of competition has fundamentally changed. Using innovative new business models, startups are stealing customers by breaking the links in how consumers discover, buy and use products and services. By decoupling the customer value chain, these startups, instead of taking on the Unilevers and Nikes, BMW’s and Sephoras of the world head on, peel away a piece of the consumer purchasing process. Birchbox offered women a new way to sample beauty products from a variety of companies from the convenience of their homes, without having to visit a store. Turo doesn't compete with GM. Instead, it offers people the benefit of driving without having to own a car themselves. Illustrated with vivid, indepth and exclusive accounts of both startups, and reigning incumbents like Best Buy and Comcast, as they struggle to respond, Unlocking the Customer Value Chain is an essential guide to demystifying how digital disruption takes place – and what companies can do to defend themselves.
Download or read book Emerging Space Markets written by Stella Tkatchova and published by Springer. This book was released on 2017-09-19 with total page 153 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book analyzes the commercial space activities and commercialization processes of the last fifteen years and maps the future challenges that NewSpace companies will face developing commercial space markets. What is new and what has happened in these markets up till now? Is there a business case for private companies for commercial space? What are the targeted commercial space markets? Who are the future customers for commercial space transportation markets? How can NewSpace companies attract investors? Can we learn lessons from traditional space industries or other companies in other areas? In what way have the last fifteen years made a difference in the evolution of space markets? Is there a future for in-situ resource mining, space debris services, in-orbit satellite servicing and sub-orbital transportation? What are the lessons learned from ISS commercialization? In addition the reader will find a synopsis of several space transportation programs, commercial space markets, future Moon and Mars missions, in-situ resource exploitation concepts, space debris mitigation projects and sub-orbital commercial markets. Major lessons learned are identified, related to the attraction of first time customers and long term R&D funding, managing technological and market risks and developing new markets and applications.
