It's Not About the Technology

Developing the Craft of Thinking for a High Technology Corporation

Authors: Karamchedu, Raj

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About this book

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-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.

About the authors

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.

Table of contents (1 chapters)

  • We Relate Before We Differentiate

    Pages 49-56

Buy this book

eBook n/a
  • ISBN 978-0-387-23552-3
  • Digitally watermarked, DRM-free
  • Included format: PDF
  • ebooks can be used on all reading devices
Hardcover n/a
  • ISBN 978-0-387-23350-5
  • Free shipping for individuals worldwide
Softcover n/a
  • ISBN 978-1-4419-3613-4
  • Free shipping for individuals worldwide
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Bibliographic Information

Bibliographic Information
Book Title
It's Not About the Technology
Book Subtitle
Developing the Craft of Thinking for a High Technology Corporation
Authors
Copyright
2005
Publisher
Springer US
Copyright Holder
Springer-Verlag US
eBook ISBN
978-0-387-23552-3
DOI
10.1007/b101808
Hardcover ISBN
978-0-387-23350-5
Softcover ISBN
978-1-4419-3613-4
Edition Number
1
Number of Pages
XIV, 212
Topics