MT 330
Marketing in the Technology Enterprise

Session 5:
Role of Technology in the Industry Value Chain (I)

In this session we continue with industry analysis, but at the level of the individual firm in the customer market. Our objective is to map the ways in which firms in our market use our type of technology to improve their bottom line. The tool we will use is another of Michael Porter's, the firm value chain.

Readings: ® = required; scan = read introduction and conclusions; scan inside pages;
                 (o) = optional; = Adobe Acrobat File.

Scan:

• Hammer, Michael and James Champy, Reengineering the Corporation, New York: Harper Collins, 1993, Chapter 2 and Chapter 5.

• Webber, Alan M., "Re-Engineering II," N. Y. Times Review of Books, Jan., 1995.

• Michael E. Porter, "Technology and Competitive Advantage," The Journal of Business Strategy; Boston; Winter 1985 (to be posted).

Lecture Notes:

Role of Technology in the Industry Value Chain (I)

Marketing Project

Due date for submitting 1^st and 2^nd choice company for marketing plan. (See Marketing Plan Guidelines: Selecting the Topic of Your Marketing Plan and Candidate Projects for this Semester).

• All: Post your proposals under this topic on Prometheus, Discussions: Week 2, Session 4

• In your submission, please:

1. Describe the technology you plan to address (what it is).

2. What application(s) (what it does) and market(s) will you focus on?

3. Why is this technology of interest?

If you plan to do another kind of marketing project, briefly describe the technology and market(s) involved, the project's objectives, and your approach (a full scope-of-work proposal will be due Session 6).