The Evolution of the Mba

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Reading List for Technology and Innovation Strategy:
463 - Management and Strategy, Kellogg School of Management
Professor Shane Greenstein

Students will be held accountable for all required readings. These must be read ahead of class discussion. Related readings are relevant background. These are included for the interested student. I highly recommend them for a fuller perspective on the topic.

Topic 1: Basic Frameworks and Toolkits

Topic 1a. Adoption and Evolution

Required reading:

Geoffrey Moore. Chapters 1 and 2, High Tech Marketing Illusion, High Tech marketing Enlightenment, Crossing the Chasm, Harper Business, 2006. (Not in reading packet. Please purchase book.)

Rosenberg, Nathan, “Innovation’s Uncertain Terrain.” McKinsey Quarterly, pp. 170-185, Issue 3, 1995.

In class video:

Interview with Dan Bricklin, founder of Visicalc, from Triumph of the Nerds, An Irreverent History of the PC Industry, By Bob Cringely. Ambrose Video, RM Associates. 1996

Related reading:

Geoffrey Moore, To Succeed in the Long Term, Focus on the Middle Term, Harvard Business Review, July 2007.

Wolter Lemstra, Vic Hayes and John Groenewegen, “Crossing the Chasm: the Apple AirPort.” Chapter 4 of The Innovation Journey of Wi-Fi: The Road to Global Success, Cambridge Press.

Greenstein, “Virulent Word of Mouse.” And “An Earful about Zvi’s Email.” http://www.kellogg.northwestern.edu/faculty/greenstein/images/columns-older.html

“Early Adopter, Enthusiast or Pioneer? A User’s guide to Technology Lingo.” http://virulentwordofmouse.wordpress.com/

1b: Capturing value in value chains: the basics.

Greg Linden, Kenneth L. Kraemer, and Jason Dedrick, “Who Captures Value from innovation in global value chains? A Study of the iPod and Notebook PC. Industrial and Corporate Change, June, 2009.

Greg Linden, Kenneth L. Kraemer, and Jason Dedrick, The Distribution of Value in the Mobile Phone Supply Chain

Related reading

Francesco Zirpoli and Markus C. Becker, “What Happens When you Outsource too Much?” SMR 374, Winter 2011.

Topic 1c: Attackers’ advantage during diffusion

Required reading:

“The Crisis at Encyclopeadia Britannica,” Kellogg Teaching Case, Revised version, August, 2009.

Joseph Bower and Clayton Christensen, "Disruptive Technologies: Catching the Wave" in (Ed) John Seely Brown, Seeing Differently: Insights on Innovation, Harvard Business Review Book, 1997

See class page on Blackboard, under the Assignment folder.

Related reading:

John Hagel III, John Seeley Brown, Lang Davison, “Shaping Strategy in a World of Constant Disruption,” Harvard Business Review, October 2008.

Greenstein, “Creative Destruction and Deconstruction.” http://virulentwordofmouse.wordpress.com/, October, 2004.

Topic 1d: Installed Base and Standards

Required Reading:

Carl Shapiro and Hal Varian, Information Rules, Chapters 5, 6, 7 & 8. Recognizing Lock-in, Managing Lock-in, Networks and Positive Feedback, Cooperation and Compatibility, Harvard Business School Press, 1998. (Not in case packet. Please purchase book.)

In class video:

Interview with the founders of McAfee Associates, from Nerds 2.0.1, A Brief History of the Internet, Bob Cringely, PBS Home Video, 1998.

Related Reading:

“Bleeding Edge Mass Market Standards,” and “Bird Watching for Nerds: Splintering the Internet,” and “The Grocery Scanner and Bar Code Economy,” http://virulentwordofmouse.wordpress.com/

Topic 1e: Attackers Advantage versus Installed Base: Microsoft and Netscape

Required Reading:

Browser Wars, 1994-98, HBS Case 9-798-094

In class video:

Interview with Andreeson, Clark, Gates, Ballmer, Metcalfe, from Nerds 2.0.1, A Brief History of the Internet, Bob Cringely, PBS Home Video, 1998.

Related Reading:...
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