Fred Phillips, Market-Oriented Technology Management: Innovating for Profit in Entrepreneurial Times. 

Springer-Verlag, Heidelberg,2001

ISBN 3-540-41258-1

* See a Review of Market-Oriented Technology Management 

Download the Table of Contents and a Sample Chapter

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Here are links to Powell's and Amazon.com

The price is 59.95 Euros from Springer (VAT added 7%), or $66.85 from Powell's. Used copies sell for much less.

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Email your request and include a link to your bona fide faculty web page. Include your verifiable e-mail address. You will receive the answer key free of charge.

* Order the Slide Set (university faculty only).  Newly expanded in 2008.

Click here for sample slides from the Slide Set. Instructors may purchase this set of PowerPoint slides (electronic files only) for $89.95. Send a check made out to Fred Phillips, to the Oregon Health & Science University address above. For secure payment by credit card, use the PayPal button below, or call 503-799-2061.


* Reader Comments - Please send your comments/questions by email.

I found your book very interesting, and I want to use it in my course on Elements of Industrial Innovation.
Jozée Lapierre, École Polytechnique Montréal, CANADA
I read your book "Market-Oriented Technology Management" and I am very satisfied.
Damjan Kavasÿ, Institute for Economic Research, Ljubljana, SLOVENIA

My students really nailed me when I introduced your "management matrix" in Chapter 1. Can you really justify that only 2% of innovations go to helping enterprises use new techniques to do things they haven't done before?
Dr. Maximillian Von Zedtwitz, IMD, Lausanne, SWITZERLAND

As the book noted, this estimate came from comments from working managers. As such, it is impressionistic, rather than scientific. Nonetheless, it is often true that managers' behavior, adapted over long experience, is later proven to be "optimal" by some scientific criterion. In a later chapter, there is data on consumer non-durable innovations. These data show that in that year, about 2% of new food products consisted of unfamiliar foods that must be prepared in unfamiliar ways.  This is consistent with the percentages in the matrix of chapter 1. -FP
 
Your book is a good text for graduate students, and I plan to use it in my graduate courses.
Dr. Rob Law, The Hong Kong Polytechnic University, CHINA

I have enjoyed reading your book including re-visiting some of the material and references that I tend to use and also for your sage examples and lessons from the trenches and being an astute observer.
Dr. David Corkindale, University of South Australia, AUSTRALIA

We have Professor Fred Phillips' insightful and often provocative text to give us the theory as well as the conceptual framework needed for an understanding of the business side of technology.
Prof. Harvey Utech, Oregon Health & Science University, USA

Your extensive research and literature [review were] invaluable for me.
Ati Serpoushan, student, Jönköping International Business School, SWEDEN

I chose your textbook, Market-Oriented Technology Management, as the textbook for my course in “Managing Technology & Innovation.”
Bruce Turner, Ph.D., Lecturer of Managing Technology & Innovation,University of Applied Sciences, Berne, SWITZERLAND

I am glad that I could get hold of a copy of your book. It looks very helpful.
Prof M W Pretorius, University of Pretoria, SOUTH AFRICA

Dear Professor Phillips,

     This March 14th you were kind enough to send me several files and other
information about your book Market-Oriented Technology Management, and I
told you that I would send you some feedback about how my course went using
your book as a textbook.
     In my class Managing Technology & Innovation, which is part of our
International Master in Engineering program, my students had English not as
their mother tongue, but as a foreign tongue. Even though they spoke English
fairly well (being from various countries such as Sweden, Findland, Germany,
China, Ghana, etc.) the book proved difficult for them to read with
understanding. Not only the normal text but there were special
words/expresssions which they never had heard of. Therefore I made a point
to clarify these words for and with them in class whenever possible.
     So our feedback re the book is that in any future editions of the book, perhaps you
can include a glossary of terms, not only for terms technical or uncommon
terms, but also for expressions which would not easily be known outside the
USA.

Best regards,
Bruce Turner, PhD
..............................................................................................................................................

Dear Prof. Turner,
    I do appreciate the feedback, and I appreciate the problem.  I wrote the book mainly for an American audience.  It was something of a fluke that a German publisher took it up, and that non-U.S. sales have been equal to U.S. sales. 
    A few years prior to the book's publication, these vocabularies were unfamiliar to most Americans.  The dotcom boom of the late 1990s saw a fast increase in U.S. students' sophistication about technology business matters.  It seemed right to pitch the book at this high level of preparedness, even though the preparedness differed in other countries.
    A related problem was that the U.S. and some other countries have been technology originators, and nations that have taken a technology follower role face different issues in technology management.
    I do not presently have plans for a second edition.  (I am working on two or three other books first.)  However:
    I hope you found other aspects of the book satisfactory and that you will use it again.  Please continue to let me know how I can help.

Best wishes,
Fred Phillips

p.s. An existing glossary of Internet terms is at http://www.matisse.net/files/glossary.html.  Glossaries on almost any other area of technology and business can be found at http://www.glossarist.com/.  -fp
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* Typographical Errors

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