session 6

MT 330 Marketing in the Technology Enterprise		Session 6
		Session 6: Role of Technology in the Industry Value Chain (II) In Session 4 we examined the customer value chain and referred in a qualitative way to finding “leverage points.” But before we can pursue these “keys” to the value proposition, we need to operationalize the concept so we can measure it and use it as the benchmark or baseline for building the value proposition. That is the subject of this session. We will also introduce the converse of the leverage point, the “resistance point,” a barrier to the adoption of the technology that must be addressed. Readings: ® = required; scan = read introduction and conclusions; scan inside pages; (o) = optional; = Adobe Acrobat File. Scan: Christensen, Clayton M., The Innovator's Dilemma, Boston: Harvard Business School Press, 1997, Chapter 8: "Performance Provided, Market Demand, and the Product Life Cycle" (pp. 165-185). Groth, John C. and Michael R. Kinney, "Cost Management and Value Creation," Management Decision, vol. 32, no. 4, 1994, 52-57. (Study Fig. 3 carefully.) Required for class discussion (®): ® Tornatzky, Louis G., et al., The Processes Of Technological Innovation, Lexington, Mass.: Lexington Books, 1990, Chapter 9. pp., 197, 212. Lecture Notes: Role of Technology in the Industry Value Chain (II) Discussion Question (Post replies and comments under this discussion topic on Prometheus): After reading "The Machine Vision System" mini-case in the Tornatzky reading, would you say that the supplier of machine vision systems did anything wrong? What could it do to improve its marketing? Assignment 1 (@RISK Exercise) Due/Class Discussion. Illustrative Solution (to be posted after submission deadline)