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Session 2793

Strategic Analysis Tools for High Tech Entrepreneurs

Carmo A. D’Cruz University of Central Florida

Abstract

High Tech Entrepreneurship is characterized by high levels of technical, market and financial uncertainties, rapidly declining prices, collapsing markets and shortening product life cycles. Conventional strategic analysis tools are inadequate for effective analysis in developing high tech marketing strategy for start-ups. This paper reviews a portfolio of contemporary strategic analysis tools that have been used effectively in developing high tech marketing strategies and case analyses. These include the Boston Consulting Group’s (BCG) Portfolio Matrix, The Technology Adoption Life Cycle, The Whole Product Concept, and Disruptive Technologies Mapping. Some of these tools have been effective in alleviating the Engineering – Marketing interface issues in high tech start-up companies. The implicit relationships between these tools are also explored.

Introduction

The high levels of technical, market and financial uncertainties that characterize high tech entrepreneurship have resulted in shortened product life cycles, collapsing markets, and rapidly declining prices. Conventional strategic analysis tools such at SWOT analysis, Michael Porter’s industry structure analysis model and product positioning matrices, by themselves, are inadequate for developing a comprehensive marketing strategy for innovative high tech products and technologies. This paper examines contemporary strategic analysis tools such as the Boston Consulting Group’s BCG Product Portfolio Matrix, the Technology Adoption Lifecycle, the Whole Product Concept and Disruptive technologies Mapping. The implicit relationships between these tools is also explored. These tools have been successfully used and tested by the author in high tech start-up organizations to develop comprehensive marketing strategies for innovative high tech products, and in academia for case analyses. These tools have also played a critical role in alleviating Engineering – Marketing interface issues, by providing a forum that focuses on the product features, customer demands, competitive offerings and standards compliance.

The Boston Consulting Group's Product Portfolio Matrix

The Boston Consulting Group’s Product Portfolio Matrix is a well known tool for the high tech entrepreneur. It was developed as an approach to product portfolio planning. It has two controlling aspects namely relative market share (relative to competition) and market growth. 1,2

Proceedings of the 2003 American Society for Engineering Education Annual Conference and Exposition Copyright © 2003, American Society for Engineering Education

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D'Cruz, C. (2003, June), Strategic Analysis Tools For High Tech Entrepreneurs Paper presented at 2003 Annual Conference, Nashville, Tennessee. 10.18260/1-2--12526