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<P><EM>It's Not About the Technology </EM>is about a phenomenon that is most dreaded by high-technology industry executives:<EM> a failure at the execution leading to a missed market window</EM>. Executives in the high-technology space agree that, without a doubt, a critical factor that drives the company to such a failure is the breakdown of interaction between marketing and engineering. Most new employees, whether an engineer or a marketer, in high technology companies come ill-equipped to face this endemic malaise and walk right into it. This book is not about a new concept, or a new technique. It tackles the big questions of how to develop the craft of the thinking that is required of us in high technology companies. It is predicated on a radical notion that, even though the problematic is the execution in a high technology corporation, neither a high level market strategy nor the kind of technology itself matters, insofar as learning the craft of execution goes. How marketers and engineers comprehend a context uniquely shapes the ways they interact, engage in decision-making phenomenon, and eventually their execution performance in a company. The breakdown of their interaction occurs when the individual contexts of a marketer and an engineer are permanently secluded from one another.</P>
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<P>Drawing from fundamental economic principles and practical experience from the high technology semiconductor business, this book methodically demystifies the key to successful execution in the high technology space. </P>