380 Index

Lacroute, Bernard. See Sun Microsystems

time-to-market, 143, 151

Lampson, Butler, 319-20, 368

Manzi, James, 22

Larsen, Judith, 27, 372 Lawyers
on board of directors, 28 Leadership, 17. See also CEO

Market. See also Marketing
buyer role, 207-8 (see also Marketing, who buys)
driven, 86

Levine, Michael. See Gensym
Levitt, Theodore, 371
Lisp, 183, 222
Lisp Machines, Inc. 299-300
Lockheed, 192
Lotus, 22, 28, 71, 279-80
Lucasfilm, 102
luck, 73

emerging, 214,230-34 existing or new, 158 knowledge engineering market map, market map, 220-24, 228,241-42 niche and nichemanship, 159-60, 236 professional discipline (see Market, user's
profession)
segmentation, 206-12

size, 204-6,241

McCance, Henry, 294-99

substitution, 158

McCarthy, John, 104
McKenna, Regis, 22, 371
McNamara, John, 153, 369
McNealy, Scott, 22. See also Sun Microsystems

surveys, 241
user's organization, 208
user's profession, 207-11 (See also Marketing, who)

Magnetic technology. See memory
Maidique, Modesto, 369
Management. See also CEO, Team, Control
Bo-Peep, 81,
by objectives, 83
CEO, 17-18,

user, 207 (See also Marketing, who) Market development stage IV. See Stages Marketing, xi, 201-45. See also Market, Product
application notes, 229
applications (see Marketing, how used)
balance sheet, 225-30

control, 83-84

engineering, 107-12, 135, 137-39

team, 25-27,

Manufacturing, 140-52

benchmarking, 229
brand re-labelling, 219
calibrations stage (see Stages)
channels of distribution, 218-24,248-49

breakthrough, 147-48, 150-51 cash requirements, 143

Cirrus Logic, 288 collateral material, 229

components, 147

communication, 212

cost predictability, 144 design for,151 disks, 141
hiring (see Manufacturing, staff require- ments)
inventory, 144, 151

company killer, 202
competitive analysis, 229
competitive table, 219
conflict with engineering, 86, 88, 201-2
customer applications profile, 214,241, 243
definition, 201-25

make/buy, 142-43, 145 offshore, 144-45, 149

demographics, 212 direct mail, 219,229

printed circuit boards, 140, 147-48

direct sales, 219

process investments, 142, 149

distributors, 219

quality levels, 141, 149, 151
Sander's principles, 141-45
semiconductors, 141

early adopter (see Markets, emerging)
expansion stage (see Stages)
features, functions, and benefits (see Product)

software, 140
specifications, 118
staff requirements, 143, 145, 148-50

focus groups, 229
global, 224
head of, 226-28

strategic partners, 149

hiring, 227,239-40, 243-44