It's Not About the Technology: Developing the Craft of Thinking for a High Technology Corporation by Raj Karamchedu
Springer; 2005 edition | November 19, 2004 | English | ISBN: 3540779795 | 222 pages | PDF | 1 MB
It's Not About the Technology is about a phenomenon most dreaded by high-technology industry executives: a failure at the execution leading to a missed market window. High-tech executives agree that a critical factor that drives the company to such a failure is the breakdown of interaction between marketing and engineering. This book is predicated on the notion that the success of execution lies neither in the technology nor in the market strategy. On the contrary, it is shaped by the context of an individual, whether an engineer or a marketer.