Business expectations : are you using technology to its fullest? / Bryan Bergeron, Jeffrey Blander.

Format:

Book

Author/Creator:

Bergeron, Bryan P.

Contributor:

Blander, Jeffrey.

Language:

English

Subjects (All):

Electronic commerce.

Information technology.

Physical Description:

xi, 244 pages : illustrations ; 24 cm

Place of Publication:

New York : J. Wiley, [2002]

Summary:

Technology drives modern business and enables companies to produce and market products that improve our lives and fulfill our desires. The most successful companies are those most adept at taking a new concept, enabled through the development of new technology, and turning that concept into a real product that consumers want or need. This process, in many ways, mirrors the attempts of alchemists to turn common minerals and elements into the most valuable commodity they knew of -- gold.

Business Expectations proposes that by viewing business practices as an alchemical process that moves a product along a continuum from magic (an idea) toward gold (a tangible product), business leaders can make better decisions and increase their odds of successful market introduction.

Written with CEOs, product developers, marketing executives, and sales professionals in mind, this book provides decision-makers with a set of predictive tools for knowing where a technology lies in the alchemical transformation between concept and product. To excel in the New Economy, businesses must create products that transform a young technology with mercurial functionality into a mature technology with tangible features and functions that are desired by the customer. This book will guide you on that alchemical journey.

Three distinct sections offer a full perspective on the challenge of turning ideas and technologies into useful products. The first section presents the technology-as-alchemy metaphor and looks at it through the varied lenses of product development, marketing, sales, and consumer perspectives. The second section explores the practical monetary, predictive, and managerial advantages of the metaphorical model. The third section concentrates on the practical, real-world application of this model in meeting a company's particular needs and facing its challenges.

Business Expectations offers new insight on the process of evolving a product or service from prototype to practical technology. It helps managers avoid unrealistic expectations of what technology can do in order to design a realistic and workable e-business strategy to guide their company into a bright and successful future.

Contents:

Part 1 Proposition 1

1 Alchemy-Technology Continuum 3

Magic versus Technology 5

The Continuum 16

Relevance 32

2 Product Lifecycle 39

Caveat Emptor (Let the Buyer Beware!) 39

A Matter of Life and Death 42

Life and Death in the Continuum 48

Relevance 59

3 Customer Behavior 69

The Next New Thing 75

Individual Behavior 76

Population Behavior 82

Money Matters 87

Rules of the Game 90

Watched or Seen 92

Part 2 Value 95

4 Alchemy of Entrepreneurship 97

Basic Principles 98

Winners 102

Losers 106

Undecided 113

Two Cents Worth 118

5 Getting Unstuck 123

A Sticky Situation 127

Sticking and the Continuum 138

Getting Creative 144

6 Research and Development 147

Optical Communications 148

Analysis 157

7 Marketing 167

Wireless World 170

Analysis 180

8 The Corporation 191

Competitive Landscape 192

In the Trenches 202

Analysis 205

Part 3 Vision Maintenance 211

9 Making Better Business Decisions 213

Role of Leadership 216

Misconceptions of the New Economy 218

Company-Driver Scenarios 220

Future Shock 231.

Notes:

Includes bibliographical references (pages 237-238) and index.

ISBN:

0471208345

OCLC:

49320495