TeAM YYeP G
Digitally signed by TeAM YYePG DN: cn=TeAM YYePG, c=US, o=TeAM YYePG, ou=TeAM YYePG,
[email protected] 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:
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IT’S NOT ABOUT THE TECHNOLOGY Developing the Craft of Thinking for a High Technology Corporation
RAJ KARAMCHEDU
Springer
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To: My parents and family. And to my beloved Euni Yim.
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CONTENTS
Preface
xi
PART ONE: THE THINKING
1 The Problem 2 Organized But Dysfunctional 3
The Awareness of an Engineer
5
11 23
4 Marketing’s Choice and Engineering Planning
33
5 Differentiation: A Phen