MBA 과정에서 추천하는 하이테크 마케팅 책들

모 학교의 MBA 과정에서 수업시간에 읽어야 하는 내용들이라네요. 저도 시간나면 읽어야 하는데 여러분들도 도움이 되시길

하이테크 마케팅 개요

Moriarty, Rowland T. and Thomas J. Kosnik, “High-Tech Marketing: Concepts, Continuity, and Change,” Sloan Management Review. Summer 1989, 7-17.

Hill, Charles WJ. “Establishing a Standard: Competitive Strategy and Technological Standards in Winner-Take-All Industries,” The Academy of Management Executive. May 1997, 7-25.

Shapiro, Carl and Hal R. Varian, “The Art of Standards Wars,” California Management Review, Winter 1999, 8-32.

경쟁 전략의 변화

D’Aveni, Richard A. (1994), “The Nature of Hypercompetition: What It Is and Why It Happens,” Hypercompetitive Rivalries, New York: The Free Press.

Gomes-Casseres, Benjamin, “Group vs. Group: How Alliance Networks Compete,” Harvard Business Review. Jul-Aug 1994, 62-76.

Moore, James F., “Predators and Prey: A New Ecology of Competition.” Harvard Business Review. May-Jun 1993, 75-86.

마케팅 전략과 핵심 경쟁력

Gomes, Lee (1999), “Talking Revolution,” Wall Street Journal, 15 November, R30-R32.

Prahalad, CK and Gary Hamel, “The Core Competence of the Corporation.” Harvard Business Review. May-Jun 1990, 79-91.

비지니스 사례들

Harvard Business School Case: Zenith: Marketing Research for High Definition Television (HDTV)

Schoemaker, Paul JH, “Scenario Planning: A Tool for Strategic Thinking,” Sloan Management Review. Winter 1995, 41-56.

시장 예측

Moore, Geoffrey A. (1999), “Target the Point of Attack,” Crossing the Chasm, New York: HarperCollins Publishers. (Chapter 4).

Conner, Kathleen R., “Obtaining Strategic Advantage from Being Imitated: When Can Encouraging “Clones” Pay?” Management Science, Vol. 41, No. 2, February 1995, 209-225.

시장 확산 모델들 

Mahajan, Vijay and Eitan Muller and Frank Bass (1990), “New Product Diffusion Models in Marketing: A Review and Directions for Research.” Journal of Marketing, January, 1-26.

Norton, John A. and Frank M. Bass, “Evolution of Technological Generations: The Law of Capture.” Sloan Management Review. Winter 1992, 66-77.

MBA 561 – Sec. 001 – Boise State University – Fa09 – Sarin Page 5 of 7

생명주기 관리

Moore, Geoffrey A. (1999), “High-Tech Marketing Illusion,” Crossing the Chasm, New York: HarperCollins Publishers. (Chapter 1).

Moore, Geoffrey A. (1999), “High-Tech Marketing Enlightenment,” Crossing the Chasm, New York: HarperCollins Publishers. (Chapter 2).

Robertson, Thomas S., “How to Reduce Market Penetration Cycle Times.” Sloan Management Review. Fall 1993, 87-96.

신제품 개발

Harvard Business School Case: RadioShack

MacMillan, Ian C. and Rita Gunther McGrath, “Discover Your Products’ Hidden Potential,” Harvard Business Review, May-Jun 1996, 58-73.

Moore, Geoffrey A. (1999), “Define the Battle,” Crossing the Chasm, New York: HarperCollins Publishers. (Chapter 6).

고객 분석 

Dhebar, Anirudh, “Speeding High-Tech Producer, Meet the Balking Consumer.” Sloan Management Review. Winter 1996, 37-49.

Mick, David Glen and Susan Fournier (1998), “Paradoxes of Technology,” Journal of Consumer Research, 25 (Sept.), 123-143.

STP 전략

Kim, W. Chan and Renee Mauborgne, “Creating New Market Space,” Harvard Business Review, Jan- Feb 1999, 83-93.

MacMillan, Ian C. and Rita Gunther McGrath, “Discovering New Points of Differentiation,” Harvard Business Review, Jul-Aug 1997, 133-145.

가치 제안, 가격 전략

Rao, Akshay, Mark Bergen and Scott Davis (2000), “How to Fight a Price War,” Harvard Business Review, March-April, 107-116.

Moore, Geoffrey A. (1999), “Launch the Invasion,” Crossing the Chasm, New York: HarperCollins Publishers. (Chapter 7).

Grunenwald, Joseph and Thomas Vernon, “Pricing Decision Making for High-Technology Products and Services.” The Journal of Business & Industrial Marketing, Winter 1988, 61-70.

Harvard Business School Case: Cumberland Metal Industries

Anderson, James C. and James A. Narus (1998), “Business Marketing: Understand What Customers Value,” Harvard Business Review, Nov-Dec., 53-66.

Anderson, James C., James A. Narus, and Wouter van Rossum (2006), “Customer Value Propositions in Business Markets,” Harvard Business Review, March, 90-99.