The Evolution of the Mba

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, â€Å"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 Relat ed 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, â€Å"Crossing the Chasm: the Apple AirPort. † Chapter 4 of The Innovation Journey of Wi-Fi: The Road o Global Success, Cambridge Press. Greenstein, â€Å"Virulent Word of Mouse. † And â€Å"An Earful about Zvi’s Email. † http://www. kellogg. northwestern. edu/faculty/greenstein/images/columns-older. html â€Å"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, â€Å"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 Ch ain Related reading Francesco Zirpoli and Markus C. Becker, â€Å"What Happens When you Outsource too Much? † SMR 374, Winter 2011. Topic 1c: Attackers’ advantage during diffusion Required reading: â€Å"The Crisis at Encyclopeadia Britannica,† Kellogg Teaching Case, Revised version, August, 2009. Joseph Bower and Clayton Christensen, â€Å"Disruptive Technologies: Catching the Wave† in (Ed) John Seely Brown, Seeing Differently: Insights on Innovation, Harvard Business Review Book, 1997See class page on Blackboard, under the Assignment folder. Related reading: John Hagel III, John Seeley Brown, Lang Davison, â€Å"Shaping Strategy in a World of Constant Disruption,† Harvard Business Review, October 2008. Greenstein, â€Å"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: â€Å"Bleeding Edge Mass Market Standards,† and â€Å"Bird Watching for Nerds: Splintering the Internet,† and â€Å"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: Timothy Bresnahan and Pai-Ling Yin, â€Å"Standard Setting in Markets: The Browser Wars,† in Greenstein and Stango, Standards and Public Policy, Cambridge University Press, pp. 18-59. See class page on Blackboard, under the Assignment folder. Greenstein, â€Å"The Long Arc Behind Bill Gates’ Wealth, Part I and Part II,† http://virulentwordofmouse. wordpress. com/ Topic 2: Systems and Platforms Topic 2a. Classic frameworks and new approachesRequired reading: Andrei Hagiu, Note on Multi-sided Platforms: Economic Foundations and Strategy, HBS Case, 9-709-484 Related reading: Michael Cusumano and Annabelle Gawer, Elements of Platform Leadership, Sloan Management Review. Spring 2002, (43) 3, pp 51- 58. â€Å"Gateway Economics,† and â€Å"The Lexicon of Network Economics,† and â€Å"Managing Complements,† http://virulentwordofmouse. wordpress. com/ Topic 2b: Developing a multi-sided platform at Google Required reading: Google Inc, HBS Case 9-910-036 In class video: Hal Varian, Introduction to the Google Ad Auction, Made for YouTube. Related Reading:Andrei Hagiu and David Yoffie, â€Å"What’s your Google Strategy? † Harvard Business Review. R0904. Greenstein, â€Å"A Big Payoff,† â€Å"The Next Chapter at Google,† and â€Å"Did one invention lead to the decline of newspapers? † http://virulentwordofmouse. wordpress. com/ Topic 2c: Entrepreneurial product development for a platform Required reading: â€Å"Developing an App for That,† HBS Case 9-711-415, August 2, 2011. Related reading: Bhide, Amar (1996). â€Å"The Questions Every Entrepreneur Must Answer,† Harvard Business Review, HBS Reprint 96603-PDF-ENG â€Å"Google’s Android: Will it shake up the Wireless Industry in 2009 and Beyond? Case SM-176. â€Å"Gaming Structure,† http://virulentwordofmouse. wordpress. com/ Topic 3: Commercialization Topic 3a: Commercialization Strategy Required reading: Joshua Gans and Scott Stern, â€Å"The Product Market and the Market for Ideas: Commercialization Strategies for Technology Entrepreneurs. † Research Policy, In class video: Interview with Rod Cannon, in Triumph of the Nerds by Bob Cringely. 1996 Related reading: Seabrook, J. , â€Å"The Flash of Genius,† The New Yorker. Greenstein, â€Å"Imitation Happens,† http://virulentwordofmouse. wordpress. com/ Topic 3b: Merger for knowledge transfer: Cisco SystemsRequired reading: â€Å"Cisco: Early if Not Elegant (A) and (B), Darden Case, UV 1632. Recommended reading: Bunnell and Brate, Making the Cisco Connection, Chapter 6, The Benevolent Predator. Geoffrey A. Moore, 2008, Dealing with Darwin, How Great Companies Innovate at Every Phase of Their Evolution, Penguin Group, pp 100-109, 159-167, and 181 -191 Ironport, Stanford GSB Case, E-334. Topic 3c: Commercialization experiments: Markets for intellectual property Required Reading: â€Å"Intellectual Ventures,† Case 9-710-423, Related reading: Nathan Myhrvold, Funding Eureka! HBR article, March, 2010. â€Å"When Pate nts Attack. † Originally aired on WBEZ/This American Life on 7. 22. 2011. http://www. thisamericanlife. org/radio-archives/episode/441/when-patents-attack Davis, Lee (2008). â€Å"Licensing Strategies of the New Intellectual Property Vendors,† California Management Review Greenstein, â€Å"Smart Phone patents and Platform Wars,† http://virulentwordofmouse. wordpress. com/ Topic 3d. Commercialization Experiments: Online without intellectual property. Required reading: RadioHead: Music at your own price (A) and (B), Case 9-508-110, 9-508-111Related reading: â€Å"Pandora Radio: Fire Unprofitable customers? † HBS case 5-610-078, April 2011. â€Å"Digitization and Value creation,† http://virulentwordofmouse. wordpress. com/ Topic 4: Firm boundary and scope Topic 4a: Extending functionality: Intel Required reading: â€Å"Intel Centrino in 2007: A new Platform Strategy for Growth. † SM-156. Related reading: Shane Greenstein â€Å"Economic Experime nts and the Development of Wi-Fi. † Edited by Steven Kahl, Michael Cusumano, and Brian Silverman. Advances in Strategic Managements, V 29. Chapter 1, pp. 3-33. Emerald Group Publishing; Bingley, UK.Greenstein, February 2007, â€Å"The High Costs of a Cheap Lesson,† http://virulentwordofmouse. wordpress. com/ 4b: Climbing the value chain Required reading Flextronics International, LTD, 9-604-063, April, 2010. HTC Corp. in 2012, HBS case 9-712-423, September, 2012. Related reading Greenstein, â€Å"Outsourcing and Two Views for Climbing the Value Chain,† http://virulentwordofmouse. wordpress. com/ Topic 4c: User-contributed content Required Reading: â€Å"Wikipedia in the Spotlight,† Kellogg Teaching Case. August, 2009. Recommended Reading: â€Å"Wagging Wikipedia’s Long Tail. â€Å"Another Venerable Establishment Surrenders to Wikipedia,† and â€Å"The Range of Linus’ Law. † http://virulentwordofmouse. wordpress. com/ Topic 4d: Entrepreneurship and user participation Required reading: â€Å"Triumph of the Commons: Wikia and the Commercialization of Open Source Communities in 2009. † Kellogg Teaching case, October, 2009. Yelp, Case 9-709-412 MentorMob and the Reinvention of Learning, August, 2011. Related Reading: Eric Raymond, The Cathedral and the Bazaar, First Monday. www. firstmonday. dk See class page on Blackboard, under the Assignment folder. Foursquare, HBS Case 9-711-418