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1、IT’SNOTABOUTTHETECHNOLOGYeBookISBN:0-387-23552-3PrintISBN:0-387-23350-4©2005SpringerScience+BusinessMedia,Inc.Print©2005SpringerScience+BusinessMedia,Inc.BostonAllrightsreservedNopartofthiseBookmaybereproducedortransmittedinanyformorbyanymeans,electronic,mechanical,recording,

2、orotherwise,withoutwrittenconsentfromthePublisherCreatedintheUnitedStatesofAmericaVisitSpringer'seBookstoreat:http://ebooks.springerlink.comandtheSpringerGlobalWebsiteOnlineat:http://www.springeronline.comIT’SNOTABOUTTHETECHNOLOGYDevelopingtheCraftofThinkingforaHighTechnology

3、CorporationRAJKARAMCHEDUSpringerThispageintentionallyleftblankTo:Myparentsandfamily.AndtomybelovedEuniYim.ThispageintentionallyleftblankCONTENTSPrefacexiPARTONE:THETHINKING1TheProblem52OrganizedButDysfunctional113TheAwarenessofanEngineer234Marketing’sChoiceandEngineeringPlann

4、ing335Differentiation:APhenomenon,NotAConcept436WeRelateBeforeWeDifferentiate497ContextsCanUndifferentiateAProduct!578TheSemiconductorCompanyContext63CONTENTSviiiPARTTWO:THEFORWARDMOVEMENTLATENTINEXECUTION9AGlimpseAtTheMarketingContext7310TheContextofExecution85PARTTHREE:HIGH

5、TECHCONTEXTS-ASEMICONDUCTORCOMPANYVIEW11TheSemiconductorValueChain10312TheProductDefinitionContext10913TheEconomicsContext12114TheCustomerContext13515TheDesign-in147PARTFOUR:THECRAFTANDTHEMINDSET16TheRequirementsCraft15917ManageExpectations16918TheExecutionMindset17519Overcom

6、ingTechnology-centricView18720MarketingisOrganizedDecisionMaking195Index209ThispageintentionallyleftblankPREFACEThisbookattemptstoanswerthequestion:“Whatisthatmindset,thatparticularkindofthinking,thatisrequiredofustobesuccessfulinahightechnologycompanyandwhy?”Tobesure,the“hig

7、h”inthehightechnologydoesnotaccordthecompanyanyspecialplaceinthemarket.Butauniqueingredientdistinguishesahightechnologycompany:thecultureofinnovationthatleadstonew,oftenhighlycomplex,technologies.Theflipsideofthisuniquecultureistheexcessivefixationofthesecompaniesonthetechnol

8、ogysuperiority.Thebaggageofthisexcessivefixationhasquiteoftenledthes