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cognition List for engineering and knowledgeableness dodge 463 charge and Strategy, Kellogg School of Management Professor Shane Greenstein Students will be held accountable for exclusively required meter readings. These must be read ahead of flesh discussion. related readings are relevant background. These are included for the interested student. I highly recommend them for a fuller perspective on the topic. way out 1 Basic Frameworks and Toolkits proposition 1a. Adoption and Evolution Required reading Geoffrey Moore. Chapters 1 and 2, High Tech marting Illusion, High Tech marketing Enlightenment, overlap the Chasm, Harper business sector, 2006. Not in reading packet. Please purchase book. ) Rosenberg, Nathan, Innovations Uncertain Terrain. McKinsey Quarterly, pp. 170-185, Issue 3, 1995. In class mental picture converse with Dan Bricklin, fo below of Visicalc, from Triumph of the Nerds, An Irreverent History of the PC constancy, By curtsy Cringely. Ambrose Video, RM A ssociates. 1996 cogitate reading Geoffrey Moore, To Succeed in the Long Term, Focus on the Middle Term, Harvard Business Review, July 2007. Wolter Lemstra, Vic Hayes and fundament Groe wiseegen, Crossing the Chasm the Apple AirPort. Chapter 4 of The Innovation Journey of Wi-Fi The Road o Global Success, Cambridge Press. Greenstein, Virulent develop of Mouse. And An Earful about Zvis Email. http//www. kellogg. northwestern. edu/faculty/greenstein/images/columns-older. html Early Adopter, drumbeater or Pi angiotensin-converting enzymeer? A Users 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 impart Chain Related reading Fr ancesco Zirpoli and Markus C. Becker, What Happens When you Outsource too Much? SMR 374, pass 2011. Topic 1c Attackers advantage during diffusion Required reading The Crisis at Encyclopeadia Britannica, Kellogg teaching Case, Revised version, lordly, 2009. Joseph Bower and Clayton Christensen, Disruptive Technologies Catching the Wave in (Ed) lav Seely Brown, Seeing Differently Insights on Innovation, Harvard Business Review Book, 1997See class rapscallion on Blackboard, under the assigning 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 place and Standards Required Reading Carl Shapiro and Hal Varian, reading Rules, Chapters 5, 6, 7 & 8. Recognizing Lock-in, Managing Lock-in, Networks and Positive Feedback, Cooperation and Compat ibility, Harvard Business School Press, 1998. Not in eluding packet. Please purchase book. ) In class icon Interview with the founders of McAfee Associates, from Nerds 2. 0. 1, A Brief History of the Internet, Bob Cringely, PBS syndicate Video, 1998. Related Reading Bleeding Edge Mass Market Standards, and Bird Watching for Nerds silicon chip 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 web browser Wars, 1994-98, HBS Case 9-798-094 In class videoInterview 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, 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 fol der. Greenstein, The Long Arc Behind Bill Gates Wealth, trip I and Part II, http//virulentwordofmouse. wordpress. com/ Topic 2 Systems and chopines 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. Gateway Economics, and The Lexicon of Network Economics, and 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 ReadingAndrei Hagiu and David Yoffie, Whats your Google Strategy? Harvard Business Review. R0904. Greenstein, A Big Payoff, The Next Chapter at Google, and Did one invention lead to the decline of newspapers? http//virul entwordofmouse. wordpress. com/ Topic 2c Entrepreneurial product increase for a platform Required reading Developing an App for That, HBS Case 9-711-415, August 2, 2011. Related reading Bhide, Amar (1996). The Questions Every Entrepreneur Must Answer, Harvard Business Review, HBS reproduce 96603-PDF-ENG Googles Android Will it shake up the Wireless Industry in 2009 and Beyond? Case SM-176. Gaming Structure, http//virulentwordofmouse. wordpress. com/ Topic 3 commercialization Topic 3a commercialisation Strategy Required reading Joshua Gans and Scott Stern, 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. , The Flash of Genius, The New Yorker. Greenstein, Imitation Happens, http//virulentwordofmouse. wordpress. com/ Topic 3b Merger for knowledge transfer Cisco SystemsRequired reading Cisco Early if Not delightful (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 intellect property Required Reading Intellectual Ventures, Case 9-710-423, Related reading Nathan Myhrvold, Funding Eureka HBR article, March, 2010. When Patents Attack. Originally aired on WBEZ/This American biography on 7. 22. 2011. http//www. thisamericanlife. org/radio-archives/episode/441/when-patents-attack Davis, Lee (2008). Licensing Strategies of the New Intellectual Property Vendors, calcium Management Review Greenstein, Smart Phone patents and Platform Wars, http//virulentwordofmouse. wordpress. com/ Topic 3d. Commercialization Experiments Online without intellectual prop erty. Required reading RadioHead Music at your own determine (A) and (B), Case 9-508-110, 9-508-111Related reading Pandora Radio Fire Unprofitable customers? HBS case 5-610-078, April 2011. digitisation and Value creation, http//virulentwordofmouse. wordpress. com/ Topic 4 Firm boundary and scope Topic 4a Extending functionality Intel Required reading Intel Centrino in 2007 A new Platform Strategy for Growth. SM-156. Related reading Shane Greenstein Economic Experiments 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, 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, Outsourcing and Two Views for Climbing the Value Chain, http//virulentwordofmouse. wordpress. com/ Topic 4c User-contributed content Required Reading Wikipedia in the Spotlight, Kellogg Teaching Case. August, 2009. Recommended Reading Wagging Wikipedias Long Tail. Another Venerable Establishment Surrenders to Wikipedia, and The Range of Linus Law. http//virulentwordofmouse. wordpress. com/ Topic 4d Entrepreneurship and substance abuser participation Required reading Triumph of the Commons Wikia and the Commercialization of grant 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 duomo and the Bazaar, First Monday. www. firstmonday. dk See class page on Blackboard, under the Assignment folder. Foursquare, HBS Case 9-711-418