The high-tech development strategy group consists of the CEO or president, advertising, R&D, and manufacturing in roughly three-fourths of the companies we sampled. In the majority of the excessive-tech corporations in our survey, the senior financial officer performs no central role in product growth and planning, and only occasionally is corporate counsel represented. In profitable corporations, each of those functions work in tandem with one another throughout production. Additionally, the highest executive within the perceptive high-tech firm stays concerned in every main growth decision. Apple Computer’s president, John Sculley, is right on course; he has mandated that Apple’s prime administration pay shut consideration to product growth in order that more disciplined market strategy will outcome. Marketers in excessive-tech businesses need to know what R&D is growing today and on the horizon, so they can realistically analyze and understand their planning constraints.
Yet, once sophisticated marketing abilities grew to become indispensable within the home computer market, corporations dependent mostly on technological strengths had been no match for IBM, Apple, and others. TI finally withdrew from the house laptop market within the face of sizable financial losses. (It had suffered an analogous fate some years before in digital watches.) Other market casualties in the infant house pc trade already embody Panasonic, Tomy Corporation, Mattel, and Timex.
The corollary is that entrepreneurs can offer parameters for the researchers’ efforts. Through the give-and-take of setting goals, R&D and advertising can agree on the goal market, priorities, expectations, and timing. Five years ago, a robotics … Read More