TeAM YYeP G Digitally signed by TeAM YYePG DN: cn=TeAM YYePG, c=US, o=TeAM YYePG, ou=TeAM YYePG, email=yyepg@msn com Reason: I attest to the accuracy and integrity of this document Date: 2005.06.30 18:08:17 +08'00' IT’S NOT ABOUT THE TECHNOLOGY eBook ISBN: Print ISBN: 0-387-23552-3 0-387-23350-4 ©2005 Springer Science + Business Media, Inc Print ©2005 Springer Science + Business Media, Inc Boston All rights reserved No part of this eBook may be reproduced or transmitted in any form or by any means, electronic, mechanical, recording, or otherwise, without written consent from the Publisher Created in the United States of America Visit Springer's eBookstore at: and the Springer Global Website Online at: http://ebooks.springerlink.com http://www.springeronline.com IT’S NOT ABOUT THE TECHNOLOGY Developing the Craft of Thinking for a High Technology Corporation RAJ KARAMCHEDU Springer This page intentionally left blank To: My parents and family And to my beloved Euni Yim This page intentionally left blank CONTENTS Preface xi PART ONE: THE THINKING The Problem Organized But Dysfunctional The Awareness of an Engineer 11 23 Marketing’s Choice and Engineering Planning 33 Differentiation: A Phenomenon, Not A Concept 43 We Relate Before We Differentiate 49 57 Contexts Can Undifferentiate A Product! The Semiconductor Company Context 63 CONTENTS viii PART TWO: THE FORWARD MOVEMENT LATENT IN EXECUTION A Glimpse At The Marketing Context 73 10 The Context of Execution 85 PART THREE: HIGH TECH CONTEXTS - A SEMICONDUCTOR COMPANY VIEW 11 The Semiconductor Value Chain 103 12 The Product Definition Context 109 13 The Economics Context 121 14 The Customer Context 135 15 The Design-in 147 PART FOUR: THE CRAFT AND THE MINDSET 16 The Requirements Craft 159 17 Manage Expectations 169 18 The Execution Mindset 175 19 Overcoming Technology-centric View 187 20 Marketing is Organized Decision Making 195 Index 209 ... This page intentionally left blank THE AWARENESS OF AN ENGINEER We can make a reasonable evaluation of the success potential of a high technology company by looking at how the marketing and engineering... woefully out of place All of this is amplified by an almost schizophrenic tendency of the middle management at these companies Caught in the paranoia of stagnant careers, the middle management seeks... premise: despite that we are here talking about a high technology corporation, neither the kind of market strategy nor the kind of technology itself matters that much as far as the thinking goes This