Bibliography 369

REFERENCES FOR THE ENTREPRENEUR'S BOOKSHELF

One or more of the following symbols appear before a number of the entries in this section of the Bibliography to indicate my recommendations for how these works can most profitably be utilized:

• A reference to own, understand, and use.

• • • A reference to own and read.

      + A reference to outline, whose expert advice constitutes sound rules by which to operate.

Augustine, Norman R. 1987. Augustine's Laws. New York: Penguin Books.

• Fifty-two tongue-in-cheek "laws" governing the production of high-technology, expensive, and unreliable military products. For example, "By the year X, only one airplane can be built because it will absorb the entire GNP." Contains many unfortunate, but empirically derived, laws and conjectures explaining the military-industrial complex. Evidence is given to indict the military-industrial establishment for incompetence. An essential work for any company dealing with the military.

• Baty, Gordon B. 1990. Entrepreneurship of the Nineties. Englewood Cliffs, NJ.: Prentice-Hall.

• An excellent start-up handbook to supplement White ~977).

  Bell, C. Gordon, J. Craig Mudge, and John E. McNamara. 1978. Computer Engineering. Bedford, Mass.: Digital Press.

• Brooks, Frederick P. 1975. The Mythical Man-Month. Reading, Mass.: Addison-Wesley.

• A classic, useful book on programming that's also enjoyable reading. Essential if the start-up's technology is embodied in programs.

  Burgelman, Robert A., and Modesto A. Maidique. 1988. Strategic Management of Technology and Innovation. Homewood, Ill. : Irwin.

  See also Roberts (1987).

   Card, David N., and Robert L. Glass. 1990. Measuring Software Design Quality. Englewood Cliffs, NJ.: Prentice-Hall.

Cooper, Robert G. 1986. Winning at New Products. Reading, Mass.: Addison-Wesley.

• Aimed at large companies. Contains some good advice and techniques for looking at products that a start-up can also use for product positioning.