Management of Technology - Readings

Class 1. Dynamics of Technology Change

• Chapt 1 The Dynamics of Innovation in Industry from Mastering the Dynamics of Innovation - Utterback "Dynamics.pdf"
  
• Technology Fusion and the New R&D - Fumio Kodma "Fusion.pdf"
  
• Technological Diffusion and Substitution (Chapt 4) and Appendix - Louis Girifalco "Diffusion.pdf","Diffusion2.pdf" and "Appendix.pdf"
  
• Predicting the speed of technology introduction (bass model)
  

• Vision examples

Class 2. Technology Forecasting

• Great Expectations - Why Technology Predictions go Awry - Herb Brody "GreatExpectations.pdf"
  
• Forecasts for the diffusion of HDTV in the United States - Sockman and Girifalco "sockman.pdf" with figures in "TV.pdf"
  
• High-Definition Television: Assessing Demand Forecasts ... - Bayus and Bayus "HDTV.pdf"
  

• "A new product growth model for consumer durables," F. Bass, Management Science 15 (January 1969), 215-227. "ProductGrowth.pdf" - the historic paper

Class 3. Disruptive Technology Change

• Intro and Chapter 2 from The Innovator's Dilemma - Christensen "InnovatorIntro.pdf" and "Innovator2.pdf"
  
• Chapter 1 from Crossing the Chasm - Geoffrey Moore
  

Class 4. Marketing High Technology

• You may want to read a bunch more of Crossing the Chasm. (I strongly recommend all EMTM students to read the whole book, although it will not be on the exam except as covered in class.)

• Meeting the Challenge of Disruptive Change. By Christensen, Clayton M.; Overdorf, Michael., Harvard Business Review, Mar/Apr2000, Vol. 78 Issue 2, p.
• Purple cow - Godin; a great marketing book
• Forecasting the Adoption of E-Books HBR case study - Ofek and Wickersham

Class 5. Managing risk

• Strategy as a portfolio of real options. By Luehrman, Timothy A.., Harvard Business Review, Sep/Oct98, Vol. 76 Issue 5, p89. (also in bulkpack and on webcafe)
• Alternative futures for electronic customer interaction: market structures and competitive strategies. "Alternatives1.pdf" and "Alternatives2.pdf"
  (the "amazon" case)
• Burlington Northern HBS case "BN1.pdf" and "BN2.pdf"
  

• Two recent articles on the railroad industry are available in webcafe under "Readings": burlingtonnorthern.2003.txt and burlington-northern.2004.txt
• Using Real Options - Harvard Business Review (see webcafe)
  
• see Knowledge@wharton examples (web cafe)
• Making strategy: Learning by doing. by Christensen, Clayton M.., Harvard Business Review, Nov/Dec97, Vol. 75 Issue 6, p141, (see web cafe)
• Chapter 4: Technology-driven environmental shifts and the sustainable competitive disadvantage of previously dominant companies
  
• Meeting the Challenge of Disruptive Change. By Christensen, Clayton M.; Overdorf, Michael., Harvard Business Review, Mar/Apr2000, Vol. 78 Issue 2, p. (see webcafe)

Class 6.

• The Computerless Computer Company - Rappaport and Halevi "Computer.pdf"
  
• See last year's quiz

• Technological pioneering and Competitive Advantage: The birth of the VCR Indusrty - Rosenbloom and Cusumano "VCR.pdf"
  

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