Strategic Management: Technology and Innovation

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STRATEGIC MANAGEMENT
ftp_st_a T E C H N O L O G Y A N D I N N O VAT I O N
F O U R T H E D I T I O N
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STRATEGIC MANAGEMENT
ftp_st T E C H N O L O G Y A N D I N N O VAT I O N
ftp_nm F O U R T H E D I T I O N
ftp_au ROBERT A. BURGELMAN

Stanford Business School
ftp_auaf
CLAYTON M. CHRISTENSEN
Harvard Business School
STEVEN C. WHEELWRIGHT
Harvard Business School
fdd_tt
DEDICATION To my family, Margie and Taylor; my parents Bill and Mary Dess; fdd_tx
and the late David Dobovsky
—Greg
To my lovely wife, Vicki

—Tom
To bob, always and with love

—Marilyn
faa_tt
ABOUT THE AUTHORS

faa_ha
AUTHOR NAME
Vermont to benefit from a career management mentality. One report tells of an internist
who finds relief from the stresses of modern medical practice in the half day each week he
now devotes to painting. And many more physicians—especially, but not exclusively,
women—are finding a better balance between professional and personal commitments
through the process of analyzing their goals and actively Archaeology, mention the word
and many people conjure up images of Indiana Jones swingwing from a whipe and grab-
bing fabulous treasures.
Other people imagine bearded men bedecked in baggy shorts, digging around ancient
faa_tx pyraminds in search of mummies. Or, alternatively, we might think of the great treasures
assocaited with the Egyptian Pharaohs, Maya Kings, or Chinese Emperors.
AUTHOR NAME
This fascinations has also spawned an amazing number of pseudorchaeological accounts
that purport to link past civiliztons wth everything from space aliens to King Arthur;s
Camelots. More sinisterly, the fascination of modern people with those who came before
has generated a thriving marketplace for grave robbers andlotters to steal and sell the past.
Certain kinds of artifact have a mystique about them. These items sometime draw dis-
proportionate measrue of attention from the public and, occasionaly, archaeoogists. While
many of the earliest archarelogist sna d their pulvi were oftenenamored of royal tombs and
golden bural furnituer, many more recent archaelogsy have focused ther attentions on pot-
tery. While whole pots and mosaif floors are grand finds often haing a romantin flacoerin
termsof popular apeal, the thougs upong thousd of broek frageme of cramein prodfa from
sitethroug thew orha ve also drawn gea amount of attention. in this chatper weill exproe
what potery is howe we stud it andperhaps most imporatntly examine why some arachero-
ogist seem so obssed with t hsi material
AUTHOR NAME
Caught up in the day-to-day demands of medical practice, attempting to navigate the
bureaucratic labyrinths of insurance programs and managed care plans, many fail to see
the opportunities that abound. To the resident who hasn’t yet found a job or the radiolo-
gist who's just been dismissed from a long-held hospital post, prospects may appear dim.
But you do have choices.
What physician these days doesn’t know at least one colleague who has moved from
clinical practice into the management ranks of a pharmaceutical company or the executive
suite of a managed care organization? One pediatrician leveraged an opportunity to read
health reports for a local television station into a second career as a regular on a national
network television news show. An anesthesiologist went back to school to become a den-
tist, in her view, a more secure profession. A former oncologist is now happily.
Vermont to benefit from a career management mentality. One report tells of an
internist who finds relief from the stresses of modern medical.
v
fpr_tt
PREFACE
ermont to benefit from a career management mentality. One report tells of an

fpr_tx
V internist who finds relief from the stresses of modern medical practice in the half day
each week he now devotes to painting. And many more physicians—especially, but
not exclusively, women—are finding a better balance between professional and personal
commitments through the process of analyzing their goals and actively Archaeology, men-
tion the word and many people conjure up images of Indiana Jones swingwing from a
whipe and grabbing fabulous treasures.
fpr_ha KEY FEATURES

pyraminds in search of mummies. Or, key term we might think of the great treasures the,
Maya Kings, or Chinese Emperors. Indeed, a romantic notinon of discovering the remains
of long vanished civilizations and exploring the ruins of forgotten italic used for emphasis
places.
The is the very fabric of popular notions of archaeology. Such romantic notions of
bygone splendors, couhas attracted millions of people worldwide to museum exhibits of
archaeological finds and to follow accounts of archaeological explorations in the news
media.
fpr_lb • This fascinations has also spawned an amazing number of pseudorchaeological
accounts.
• That purport to link past civiliztons wth everything from space aliens to King
Arthur;s Camelots.
• More sinisterly, the fascination of modern people with those who came before
has generated a thriving marketplace.
proportionate measrue of attention from the public and, occasionaly, archaeoogists.
This fascinations has also spawned an amazing number of pseudorchaeological
accounts that purport to link past civiliztons wth everything from space aliens to King
Arthur;s Camelots. More sinisterly, the fascination of modern people with those who
came before has generated a thriving marketplace for grave robbers andlotters to steal and
sell the past.
fpr_hb
Preface Second Level Head
Certain kinds of artifact have a mystique about them. These items sometime draw dispro-
portionate measrue of attention from the public and, occasionaly, archaeoogists. While
sitethroug
Amored of royal tombs and golden bural furnituer, many more recent archaelogsy
have focused ther attentions on pottery. While whole pots and mosaif floors are grand
finds tion. in this chatper weill exproe what potery is howe we stud it andperhaps most
vii
ACKNOWLEDGEMENTS fak_tt
ith this in mind, this book will focus on the fundamentals of archaelogical
fak_tx
W reseach and material but whenver possible will seek to give you resours and ideas
on how to follow additional pathso of investigations on your own.Ask many
physicians today what their career choices are and the answers are discouraging, if not dis-
quieting.
days doesn’t kno days doesn’t know at least one colleague who has moved from clinical
practice into the management ranks of a pharmaceutical company or the executive suite of
a managed care organization? One pediatrician leveraged an opportunity to read health
managed care organization? One pediatrician leveraged an opportunity to read health
reports for a local television suite of a managed care organization? One pediatrician lever-
aged an opportunity to read health reports for a local television station into a second career
as a regular on a national network television news show.
fak_ha REVIEWERS
the opportunities that abound.
Allen C. Anason, The University of Georgia
Peter H. Antonious, CSUSM
fak_lu Jeffrey J. Bailey, University of Idaho
Eldon Bernstein, Lynn University
Samual D. Cappel, Southern Louisiana State University
Betty S. Coffey, Appalachian State University
James J. Cordeiro, SUNY Brockport
Allen C. Anason, The University of Georgia
Peter H. Antonious, CSUSM
Jeffrey J. Bailey, University of Idaho
Eldon Bernstein, Lynn University
Samual D. Cappel, Southern Louisiana State University
Betty S. Coffey, Appalachian State University
James J. Cordeiro, SUNY Brockport
To the resident who hasn’t yet found a job or the radiologist who's just been dismissed
Caught up in the day-to-day demands of medical practice, attempting to navigate the the
opportunities that abound. To the resident who hasn’t yet found a job or the radiolfrom a
long-held hospital post, prospects may appear dim. But you do have choices of the year.
fak_au
Robert A. Burgelman
Clayton M. Christensen
Steven C. Wheelwright
viii
BRIEF CONTENTS
fbt_tt / fbt_tx
P R E F A C E VII PART THREE

A C K N O W L E G E M E N T S VIII
STRATEGY IMPLEMENTATION
PART ONE 9 Strategic Control and Corporate Goverance 000
STRATEGIC ANALYSIS 10 Creating Effective Organizational Designs 000
1 Strategic Management: Creating Competitive 11 Creating a Learning Organization and an

Advantages 0 Ethical Organization 000
2 Analyzing the External Environment of the Firm 00 12 Fostering Strategic Entrepreneurship and
New Venture Creation 000
3 Assessing the Internal Environment of the Firm 00
4 Recognizing a Firm’s Intellectual Assets: Moving
Beyong a Firm’s Tangible Resources 000 PART FOUR
CASE ANALYSIS
PART TWO Case A
Elio Engineering, Inc. 000
STRATEGIC FORMULATION
Case B
5 Business-Level Strategy: Creating and Sustaining Advent Corporation 000
Competitive Advantages 000
Case C
6 Corporate-Level Strategy: Creating Value through Electronic Arts I 000
Diversification 000
Case D
7 Internal Strategy: Creating Value in Electronic Arts II 000
Global Markets 000
8 The Internet and E-Commerce: Creating Appendix A
Value through E-Business Strategies 000 Applying Human Relations 000
GLOSSARY 000
ENDNOTES 000
CREDITS 000
INDEX 000
ix
CONTENTS
fto_tt / fto_tx
P R E F A C E VII CHAPTER 2
A C K N O W L E G E M E N T S VIII
Analysis the External Environment
of the Firm 00
PART ONE
What Is Strategic Management 00
STRATEGIC ANALYSIS Defining Strategic Managment 00
The Four Key Attributes of Strategic
CHAPTER 1 Management 00
The Strategic Management Process 00
Strategic Management: Creating Competitive
Advantages 0 Strategy Analysis 00
Strategy Formulation 00
What Is Strategic Management 0
Strategy Implementation 00
Defining Strategic Managment 0
The Role of Stakeholder Management 00
Management 0 Zero Sum or Symbiosis 00
The Strategic Management Process 00 Social Responsibility 00
Strategy Analysis 00 The Strategic Managmenet Perspective 00
Strategy Formulation 00 Some Key Driving Forces 00
Strategy Implementation 00 Enhancing Employee Involvement in the Strategic

Management Process 00
The Role of Stakeholder Management 00
Ensuring Coherence in Strategic Direction 00
Zero Sum or Symbiosis 00
Organizational Vision 00
Social Responsibility 00
Mission Statement 00
The Strategic Managmenet Perspective 00
Strategic Objectives 00
Some Key Driving Forces 00
Summary 00
Enhancing Employee Involvement in the Strategic
Management Process 00 Key Terms 00
Ensuring Coherence in Strategic Direction 00 Discussion Questions 00
Organizational Vision 00 Problems 00
Mission Statement 00 True and False 00
Strategic Objectives 00 Further Readings 00
Summary 00 Bibliography 00
Key Terms 00 Case 2.1: Elio Engineering, Inc. 00
Discussion Questions 00
Problems 00 CHAPTER 3
True and False 00 Assessing the Internal Enviornment
Further Readings 00 of the Firm 000
Bibliography 00 What Is Strategic Management 00
Case 1.1: Elio Engineering, Inc. 00 Defining Strategic Managment 00
Management 00
x
Contents xi
The Strategic Management Process 00 PART FOUR

Strategy Analysis 00 STRATEGIC ANALYSIS
Strategy Formulation 00
Strategy Implementation 00 CASE A: Elio Engineering, Inc. 000
The Role of Stakeholder Management 00 CASE B: Advent Corporation 000
Zero Sum or Symbiosis 00 CASE C: Electronic Arts I 000
Social Responsibility 00
CASE D: Electronic Arts II 000
The Strategic Managmenet Perspective 00
Some Key Driving Forces 00
APPENDIX A
Enhancing Employee Involvement in the Strategic Applying Human Relations 000
Management Process 00
Ensuring Coherence in Strategic Direction 00 GLOSSARY 000
Organizational Vision 00 ENDNOTES 000
Mission Statement 00 CREDITS 000

Strategic Objectives 00
INDEX 000
Summary 00
Key Terms 00
Discussion Questions 00
Problems 00
True and False 00
Further Readings 00
Bibliography 00
Case 3.1: Elio Engineering, Inc. 00
4
bpt_nm
PART
Integrating Technology bpt_tt
and Strategy Two Lines Long bpt_st
A General Management Perspective

A key purpose of this book is to help the general manager—someone responsible for the
overall strategic management of an organization or autonomous business unit—deal with
bpt_tx issues of technology and innovation. Established high-technology companies typically
spend at least 5 percent of sales on technology and innovation-related activities; start-up
companies may spend significantly more. Although most of the companies studied here are
considered high-technology, the issues and problems associated with technology and inno-
vation in the environment of the 1990s are part of the general management task in all firms.
One key task of the general manager is to acquire, develop, and allocate an organiza-
tion’s resources. Tech-nology is a resource of paramount vermont to benefit from a career
management mentalty. One report tells of an internist who finds relief a from the stresses
of modern medical practice in the half day each week he now devotes to painting. And
many more physicians—especially, but not exclusively, women—are finding a better bal-
ance between professional and personal commitments through the process of analyzing
their goals and actively Archaeology, mention the word and many people conjure up
images of Indiana Jones swingwing from a whipe and grabbing fabulous treasures.
bpt_ha
KEY CONCEPTS AND THEIR RELATIONSHIPS
I n v e n t i o n s / D i s c o v e r i e s / Te c h n o l o g i e s
bpt_hb This fascinations has also spawned an amazing number of pseudorchaeological accounts
has generated a thriving marketplace for grave robbers andlotters to steal and sell the past.
golden bural furnituer, many more recent archaelogsy have fcoerin termsof popular apeal,
the thougs upong thousd of broek frageme of cramein prodfa from sitethroug thew orha ve
also drawn gea amount of attention. in this chatper weill exproe what potery is howe we
stud it andperhaps most imporatntly examine why some aracheroogist seem so obssed with
t hsi material
With this in mind, this book will focus on the fundamentals of archaelogical reseach
and material but whenver possible will seek to give you resours and ideas on how to fol-
low additional pathso of investigations on your own.Ask many physicians today what their
career choices are and the answers are discouraging, if not disquieting.
14 Part One Intergrating Technology and Strategy
bpt_tx the opportunities that abound. To the resident who hasn’t yet found a job or the radiolo-
health as a regular on a national network television news show. An anesthesiologist went
back to school to become a dentist, in her view, a more secure profession. A former oncol-
ogist is now happily.
internist who finds relief from the stresses of modern medical practice in the half day each
week he now devotes to painting. And many more physicians—especially, but not exclu-
sively, women—are finding a better balance between professional and personal commit-
ments through the process of analyzing their goals and actively Archaeology, mention the
word and many people conjure up images of Indiana Jones swingwing from a whipe and
grabbing fabulous treasures.
Te c h n o l o g y I n n o v a t i o n s
bpt_hb
Other people imagine bearded men bedecked in baggy shorts.Vermont to benefit from a
career management mentality. One report tells of an internist who finds relief from the
stresses of modern medical practice in the half day each week he now devotes to painting.
And many more physicians—especially, but not exclusively, women—are finding a better
balance between professional and personal commitments through the process of analyzing
their goals and actively Archaeology, mention the word and many people conjure up
images of Indiana Jones swingwing from a whipe and grabbing fabulous treasures.
pyraminds in search of mummies. Or, alternatively, we might think of the great treasures
assocaited with the Egyptian Pharaohs, Maya Kings, or Chinese Emperors. Indeed, a
romantic notinon of discovering the remains of long vanished civilizations and exploring
the ruins of forgotten places, lost to humanity from time immemorial, is the very fabric of
popular notions of archaeology. ●
12
bch_nm
C h a p t e r
bch_tt
The Entrepreneurial Revolution

Two Lines Long bch_st
A General Management Perspective

bch_qd “We are in the midst of a silent revolution—a triumph of the creative and entrepreneurial
spirit of humankind throughout the world.”
bch_qdau —Jeffry A. Timmons
The Entrepreneurial Mind, 1989
bch_qdso
bob_ha
O B J E C T I V E S
bob_hb
Upon completion of this chapter you will have:
bob_ln 1. Examined evidence of this entrepreneurial revolution’s radical transformation of the U.S.
economy and its profound impact on the nation and the world, as it has become America’s
“secret economic weapon.”
2. Learned how how entrepreneurs, innovators, and their growing companies are the engine
of job creation, innovation, and new industries, and how venture and risk capital fuels that
engine.
3. Discovered how the entrepreneurial revolution has lead to the demise of “brontosaurus
capitalism” as these new and smaller firms have replaced the old established companies,
and why the innovative practices o the upstarts led to their success.
4. Learned why the American Dream is more alive and well then ever in our nation’s history
and ready for the e-generation.
bchop_tx Vermont to benefit from a career management mentality. One report tells of an internist
who finds relief froup images of Indiana Jones swingwing from a whipe and grabbing fab-
ulous treasures.
pyraminds in seaEgyptian Pharapyraminds in seaEgyptian Pharaohs, Maya Kings, or
Chinese Emperors. Indeed, a romanohs, Maya Kings, or Chinese Emperors. Indeed, a
popular notions of archaeology. Such romantic notions of bygone splendors, coupled with
the often spectacular creations of past peoples, has attracted millions. •
15
bch_nm
C h a p t e r 4
The Entrepreneurial Process bch_tt
Subtitle Goes Here bch_st
bchop_ha O U T L I N E
Demystifying Entrepreneurship Getting the Odds in Your Favor

bchop_lu
Classic Entrepreneurship: The Startup Threshold Concept
Entrepreneurship in Post-Brontosaurus Promise of Growth
Capitalism” Beyond Startups Venture Capital Backing
“People Don’t Want to Managed. They Private Investors Join Ventrue Capitalists
bchop_lu_a Want to Be Led.” Find Financial Backers and Associates
Signs of Hope in a Corporate Ice Age Who
Metaphors Add Value
Entrepreneurship = Paradoxes Option: The Lifestyle Venture
The Higher Potential Venture: Think Big The Timmons Model: Where Theory and
Enough Practice Collide in the Real World
Smaller Means Higher Failure Odds
The romantin flacoerin termsof popular apeal, the thougs upong thousd of broek frageme
bchop_tx
of cramein prodfa from sitethroug thew orha ve also drawn gea amount of attention. in
this chatper weill exproe what potery is howe we stud it andperhaps most imporatntly
examine why some aracheroogist seem so obssed with t hsi material.
career choices are and the answers are discouraging, if not disquieting.
Cau What physician these days doesn’t know at least one colleague who has moved
from clinical practice into the management ranks of a pharmaceutical company or the
executive ght up in the day-to-day demands of medical practice, attempting to navigate the
network television news show. An anesthesiologist went back to school to become a den
17
3
bsc_nm
S e c t i o n
bsc_tt
Technological Innovation
bchrd_nm C A S E 3.1
bchrd_tt Elio Engineering, Inc.
Hari Sankara and Harald Winkman
bchrd_au
Such romantic notions of bygone splendors, coupled with the often spectacular creations
bchrd_tx_a of past peoples, has attracted millions of people worldwide to museum exhibits of archae-
ological finds and to follow accounts of archaeological explorations in the news media.
Arthur;s Camelots. More sinisterly, the fascination of modern people with those who came
before has generated a thriving marketplace for grave robbers andlotters to steal and sell
the past. •
bchrd_tx
career choices are and the answers are discouraging, if not disquieting..
1. Vermont to benefit from a career management mentality.
bchrd_ln 2. One report tells of an internist who finds relief from the stresses of modern medical
practice in the half day each week he now devotes to painting.
3. Archaeology, mention the word and many
people conjure up images of Indiana Jones.
4. Swingwing from a whipe and grabbing fabulous treasures.
Other people imagine bearded men bedecked in baggy shorts.Vermont to benefit from
a career management mentality. One report tells of an internist who finds relief from the
And many more physicians—especially, but not exclusively, women.
19
bch_ha and many people conjure up images of Indiana Jones swingwing from a whipe and grab-
WHY HUMAN RELATIONS SKILLS ARE IMPORTANT

pyraminds in search of mummies. Or, key term we might think of the great treasures the,
Maya Kings, or Chinese Emperors. Indeed, a romantic notinon of discovering the remains
of long vanished civilizations and exploring the ruins of forgotten italic used for emphasis
places, lost to humanity from time immemorial, is the very fabric of popular notions of
archaeology www.mhhe.com. Such romantic notions of bygone splendors, coupled with
the often spectacular creations of past peoples, has attracted millions of people worldwide
to museum exhibits of archaeological finds and to follow accounts of archaeological
explorations in the news media.
bch_hb
Goal of Human Relations
portionate measrue of attention from the public and, occasionaly, archaeologists. While ie + bf
bch_hc
Individual and Group Level Behavior Caught up in the day-to-day demands of medical
practice, attempting to navigate the bureaucratic labyrinths of insurance programs2 and ie + su
managed care plans, many fail to see the opportunities that abound. To the resident who
hasn’t yet found a job or the radiologist who's just been dismissed from a long-held hos-
pital post, prospects may appear dim. But you do have choices.
health reports for a local television station into a second career as a regular on a national ie + us
tist, in her view, a more secure profession. A former oncologist is now happily.
Fourth Level Head Vermont to benefit from a career management mentality. One report
bch_hd tells of an internist who finds relief from the stresses of MODERN MEDICAL PRACTICE in the ie + sc
half day each week he now devotes to painting. And many more physicians—especially,
but not exclusively, women—are finding a better balance between professional and per-
sonal commitments through the process of analyzing their goals and actively Archaeology,
mention the word and many people conjure up images of Indiana Jones swingwing from a
whipe and grabbing fabulous treasures. Other people imagine bearded men bedecked in
baggy shorts.Vermont to benefit from a career management mentality. One report tells of ie + it
an internist who finds relief from the stresses of modern medical practice in the half day
each week he now devotes to painting. And many more physicians—especially, but not
exclusively, women—are finding a better balance between
Chapter 2 The Entreprenueurial Process 21

week he now devotes to painting.
1. Other people imagine bearded men bedecked in baggy shorts, digging around
bch_ln ancient pyraminds in search of mummies.
2. Or, alternatively, we might think of the great treasures assocaited with the Egyptian
Pharaohs.
3. Maya Kings, or Chinese Emperors.
4. Indeed, a romantic notinon of discovering the remains of long vanished
civilizations.
5. Exploring the ruins of forgotten places, lost to humanity from time immemorial.
The is the very fabric of popular notions of archaeology. Such romantic notions
of bygone splendors, couhas attracted millions of people worldwide to museum exhibits of
archaeological finds and to follow accounts of archaeological explorations in the news
media.
• This fascinations has also spawned an amazing number of pseudorchaeological
accounts.
bch_lb • That purport to link past civiliztons wth everything from space aliens to King
Arthur;s Camelots.
• More sinisterly, the fascination of modern people with those who came before
has generated a thriving marketplace.
• For grave robbers andlotters to steal and sell the past.
Certain kinds of artifact have a mystique about them. These items sometime draw
disproportionate measrue of attention from the public and, occasionaly, archaeoogists.
While many of the earliest archarelogist their
pulvi were oftenenamored of royal tombs.
bch_lu Golden bural furnituer, many more recentogsy have focused ther attentions on
pottery.
While whole pots and mosaif floors are grand finds often haing a romantin.
Flacoerin termsof popular apeal, the thougs upong ousd of broek frageme.
The of cramein prodfa from sitethroug thew orha ve also drawn gea amount of atten-
tion. in this chatper weill exproe what potery is howe we stud it andperhaps most impo-
ratntly examine why some aracheroogist seem so obssed with t hsi material
and material but choices are and the answers are discouraging, if not disquieting.
I. First level entry in outline list
bch_lr
A. Second level entry in outline list
bch_lrla 1. Third level entry in outline list
bch_laln 2. Third level entry in outline list
a) Fourth level entry in outline list
bch_lnla
b) Fourth level entry in outline list
B. Second Level entry in outline list

C. Second Level entry in outline list
II. First level entry in outline list
A. Second level entry in outline list
B. Second level entry in outline list
bureaucratic ogist who's just been dismissed from a long-held hospital post, prospects may
appear dim. But you do have choices additional line1.
bch_eq 1 + 1=2
What physician these days doesn’t know at least one colleague who has moved from ie + ib
clinical practice into the management ranks of a pharmaceutical company or the execu-
tive suite of a managed care organization?
Rose are red,
Violets are blue,
This is an example of a poem,
bch_po So how did I do?
I am not writer,
And was in a bit of a bind,
This is just an example ie + ro
So please be kind.
One pediatrician leveraged an opportunity to read health reports for a local television
station into a second career as a regular on a national network television news show2. An ie + sb
anesthesiologist went back to school to become a dentist, in her view, a more secure pro-
fession.
MICHAEL: This is an example of dialogue text.
PAM: Thanks for showing this.
bch_dl MICHAEL: Your welcome. This set up will work any time dialogue shows up in the
manuscript.
PAM: I think you are right. Thanks again!
One report tells of an internist who finds relief from the stresses of modern medical
practice in the half day goals and actively Archaeology, mention the word and many peo-
ple conjure up images of Indiana Jones swingwing from a whipe and grabbing fabulous
treasures.
Other people imagine bearded men bedecked in baggy shorts.Vermont to benefit from a
bch_et
And many more physicians—especially, but not exclusively, women—are finding a better bal-
ance between professional and personal commitments through the process of analyzing their
goals and actively.
assocaited with the Egyptian Pharaohs, Maya Kings, or Chinese Emperors.
bch_fn 1
This is an example of a footnote. It will position at the bottom of the page and will use a supeior number
or symbol.
This is an example
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of a photo caption
and photo source line.
Photos may sometimes
appear in cases.
(©PhotoDisc, 2004.)
bch_so_a
A former oncologist is now happily. Vermont to benefit from a career managemen

Archaeology, mention the word and many people conjure up images of Indiana Jones swing-
wing from a whipe and grabbing fabulous treasures.
1. Other people imagine bearded men bedecked pyraminds in search of mummies.
bch_etln 2. Or, alternatively, we might think of the great treasures assocaited with the Egyptian
Pharaohs.
3. Maya Kings, or Chinese Emperors.
4. Indeed, a romantic notinon of discovering the remains of long vanished civilizations.
5. Exploring the ruins of forgotten places, lost to humanity from time immemorial.
low additional pathso of investigations on your own.
Or, alternatively, we might think of the great treasures Chinese Emperors.
bch_etlb • This fascinations has also spawned an amazing number of pseudorchaeological accounts.
• That purport to link past civiliztons wth everything from space aliens to King Arthur;s
Camelots.
• More sinisterly, the fascination of modern people with those who came before has
generated a thriving marketplace.
• For grave robbers andlotters to steal and sell the past.
Ask many physicians today what their career choices are and the answers are discour-
aging, if not disquietbaggy shorts, digging around ancient pyraminds in search of mum-
mies.
bch_so Source: Verros, Pam. The Ultimate Designer, McGraw-Hill Companies, 2004. Page 200–204.
bch_tbtt
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Link-state request
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bch_tblb • Link-state update
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Checksum The checksum fiels is used to detect errs in the ankles
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*This an example of a table footnote
Source: This is an example of a table source note.
bch_tbso
Managing, if not disquietbaggy shorts, digging around ancient pyraminds in search of

mummies.
Coupled with the often spectacular creations of past peoples, has attracted millions of people
worldwide to museum exhibits of archaeological finds and to follow
While many of the earliest archarelogist their pulvi were oftenenamored of royal tombs.
bch_etlu
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Flacoerin termsof popular apeal, the thougs upong ousd of broek frageme.
Arthur;s Camelots.
More sinisterly, the fascination of modern people with those who came before has generated
a thriving marketplace for grave robbers.
Rose are red,
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This is an example of a poem,
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proportionate sna d their pulvi were oftenenamored of royal tombs and golden bural fur-
nituer, many more recent archaelogsy have focused ther attentions on pottery.
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bchea_ha Example
While whole pots and mosaif floors are grand finds often haing a romantin flacoerin
bchea_tx
termsof popular apeal, the thougs upong thousd of broek frageme of cramein prodfa
from sitethroug thew orha ve also drawn gea amount of attention. in this chatper weill
exproe what potery is howe we stud it andperhaps most imporatntly examine why some
aracheroogist seem so obssed with thsi material
and matople imagine bearded men bedecked in baggy shorts.Vermont to benefit from a
stresses of modquieting. ople imagine bearded men bedecked in baggy shorts.Vermont to
benefit from a ditional pople imagine bearded men bedecked in baggy shorts.Vermont to
benefit from a career management mentality. One report tells of an internist who finds
imagine bearded men bedecked in baggy shorts.Vermont to benefit from a ople imagine
bearded men bedecked in baggy shorts.Vermont to benefit from a career management
mentality. One report tells of an internist who finds relief from the stresses of modern
medical practice in the half day each week he now devotes to painting. And many more
physicians—especially, but not exclusively, women—are finding a better balance between
Archaeology, mention the word and many people conjure up images of Indiana Jones
swingwing from a whipe and grabbing fabulous treasures.
where
bch_eq_a 1 +1 =2
2 =1 + 1
opportunities that abound. To the resident who hasn’t missed from a long-held hospital
post, prospects may appear dim. But you do have choices.
bch_fn_a
Editor’s Note: This is just an example of how an editor’s note would appear in the design.
bchba_nm
BOX 2.1 Japanese Companies Rarely Have Strategies bchba_tt

Subtitle Goes Here bchba_st
Vermont to benefit from a career management mentality. One logical finds and to follow accounts of archaeological explo-
bchba_tx
report tells of an internist who finds relief from the stresses of rations in the news media.
modern medical practice in the half day each week he now
• This fascinations has also spawned an amazing number
devotes to painting. And many more physiciansespecially, but
of pseudorchaeological accounts.
not exclusively, women. bchba_lb
• That purport to link past civiliztons wth everything from
BOX FIRST LEVEL HEAD bchba_ha space aliens to King Arthur;s Camelots.
Other people imagine bearded men bedecked in baggy shorts, • More sinisterly, the fascination of modern people with
digging around ancient pyraminds in search of mummies. Or, those who came before has generated
alternatively, we might think of the great treasures assocaited a thriving marketplace.
with the Egyptian Pharaohs, Maya Kings, or Chinese Emperors. • For grave robbers andlotters to steal and sell
bchba_hb the past.
Box Second Level Head
Vermont to benefit from a career management mentality. One Certain kinds of artifact have a mystique about them.
report tells of an internist who finds relief from the stresses of These items sometime draw disproportionate measrue of
modern medical practice in the half day each week he now attention from the public and, occasionaly, archaeoogists.
devotes to painting. And many more physicians. The of cramein prodfa from sitethroug thew orha ve also
drawn gea amount of attention. in this chatper weill exproe
1. Other people imagine bearded men bedecked in baggy what potery is howe we stud it andperhaps mostVermont to
shorts, digging around ancient pyraminds benefit from a career management mentality. One report tells
in search of mummies. of an internist who finds relief women—are finding a better
bchba_ln 2. Or, alternatively, we might think of the great balance between professional and personal commitments
treasures assocaited with the Egyptian Pharaohs. through the process of analyzing their goals and actively
3. Maya Kings, or Chinese Emperors. Archaeology, mention the word and many people conjure up
images of Indiana Jones swingwing from a whipe and grab-
4. Indeed, a romantic notinon of discovering the remains of
long vanished civilizations.
The is the very fabric of popular notions of archaeology. Source: The discussion of Japan is drawn from the author’s research with
bchba_so
Such romantic notions of bygone splendors, couhas attracted Hirotaka akeuchi, with help frm Maniko Sakakibra.
millions of people worldwide to museum exhibits of archaeo-

week he now devotes to painting. And many more physicians—especially, but not exclu-
grabbing fabulous treasures. Other people imagine bearded men bedecked in baggy shorts,
digging around ancient pyraminds in search of mummies.
Or, alternatively, we might think of the great treasures assocaited with the Egyptian
Pharaohs, Maya Kings, or Chinese Emperors. Indeed, a romantic notinon of discovering
the remains of long vanished civilizations and exploring the ruins of forgotten places, lost
of bygone splendors, coupled with the often spectacular creations of past peoples, has
attracted millions of people worldwide to museum exhibits of archaeological finds and to
follow accounts of archaeological explorations in the news media (www.ama-assn.org).
This fascinations has also spawned an amazing number of pseudorchaeological accounts
26
Emerging Industries and Technologies BOX 2.2
A Daunting Propostion
Certain kinds of artifact have a mystique about them. These conjure up images of Indiana Jones swingwing from a whipe
items sometime draw disproportionate measrue of attention and grabbing fabulous treasures. One report tells of an
from the public and, occasionaly, archaeoogists. internist who finds relief from the stresses of modern medical
The of cramein prodfa from sitethroug thew orha ve also practice in the half day goals and actively Archaeology, men-
drawn gea amount of attention. in this chatper weill exproe tion the word and many people conjure up images of Indiana
what potery is howe we stud it andperhaps mostVermont to Jones swingwing from a whipe and grabbing fabulous treas-
benefit from a career management mentality. ures.
bchba_et
While many of the earliest archarelogist their Other people imagine bearded men bedecked in baggy
pulvi were oftenenamored of royal tombs. shorts.Vermont to benefit from a career management mentali-
bchba_lu ty. One report tells of an internist who finds relief from the
Golden bural furnituer, many more recentogsy have
focused ther attentions on pottery. stresses of modern medical practice in the half day each week
he now devotes to painting. And many more physicians—
While whole pots and mosaif floors are grand finds
especially, but not exclusively, women—are finding a better
often haing a romantin.
balance between professional and personal commitments
Flacoerin termsof popular apeal, the thougs through the process of analyzing their goals and actively.
upong ousd of broek frageme.
Other people imagine bearded men bedecked in baggy
The of cramein prodfa from sitethroug thew orha ve also shorts, digging around ancient pyraminds in search of mum-
drawn gea amount of attention. in this chatper weill exproe mies. Or, alternatively, we might think of the great treasures
what potery is howe we stud it andperhaps most imporatntly assocaited with the Egyptian Pharaohs, Maya Kings, or
examine why some aracheroogist seem so obssed with t hsi Chinese Emperors.
material
One report tells of an internist who finds relief women— bchba_fn
are finding a better balance between professional and person- 1
This is an example of a footnote. It will position at the bottom of the page
al commitments through the process of analyzing their goals and will use a supeior number or symbol.
and actively Archaeology, mention the word and many people
has generated a thriving marketplace for grave robbers andlotters to steal and sell the
past.Certain kinds of artifact have a mystique about them. These items sometime draw dis-
tery.
While whole pots and mosaif floors are grand finds often haing a romantin flacoerin
ogist seem so obssed with t hsi material With this in mind, this book will focus on the fun-
damentals of archaelogical reseach and material but whenver possible will seek to give you
resours and ideas on how to follow additional pathso of investigations.
Vermont to benefit from a career management mentality. One report tells of an internist
and many people conjure up images of Indiana Jones swingwing from a whipe and grab-
bing fabulous treasures. Other people imagine bearded men bedecked in baggy shorts, dig-
ging around ancient pyraminds in search of mummies.
27
S U M M A R Y
bsu_tt
bsu_tx bureaucratic labyrinths of insurance programs and managed care plans, many fail to see
tist, in her view, a more secure profession. A former oncologist is now happily.Vermont
to benefit from a career management mentality.
The very fabric of popular notions of archaeology. Such romantic notions of bygone
splendors, coupled with the often spectacular creations of past peoples, has attracted mil-
lions of people worldwide to museum exhibits of archaeological finds and to follow
accounts of archaeological explorations in the news media.
Arthur;s Camelots.
K E Y T E R M S
bkt_tt
bkt_tx behavior human relations systems affect

Elton Mayo levels of behavior Theory Z
goal of human relations organization total person approach
group behavior organizational behavior win-win situation
Hawthorne effect performance
bchpq_tt D I S C U S S I O N Q U E S T I O N S
bchpq_la 1. Vermont to benefit from a career management mentality.
a. One report tells of an internist who finds relief from the stresses of modern
bchpq_mc
medical practice.
b. In the half day each week he now devotes to painting.
c. And many more physicians especially, but not exclusively, women.
2. Are finding a better balance between professional and personal commitments
through the process of analyzing their goals and actively Archaeology.
a. Mention the word and many people conjure up images of Indiana Jones.
b. Swingwing from a whipe.
c. grabbing fabulous treasures.
ancient pyraminds in search of mummies.
a. Or, alternatively, we might think of the great Egyptian Pharaohs
b. Maya Kings, or Chinese Emperors.
c. Indeed, a romantic notinon of discovering the remains of long vanished
civilizations.
bchpq_tt_a P R O B L E M S
bchpq_ln_a 1. Vermont to benefit from a career management mentality. Caught up in the day-to-
ologist who's just been dismissed from a long-held hospital post, prospects may.
a. One report tells of an internist who finds relief from the stresses of modern
bchpq_mc
medical practice.
b. In the half day each week he now devotes to painting.
c. And many more physicians especially, but
not exclusively, women.
2. Are finding a better balance between professional and personal commitments cian
these days doesn’t know at least care organization? One pediatrician leveraged an
opportunity to read health report
a. Mention the word and many people conjure up images of Indiana Jones.
b. Swingwing from a whipe.
c. grabbing fabulous treasures.
ancient pyraminds in search of mummies. day each week he now ing a better
analyzing their goals and actively
bchpq_tt_b
T R U E A N D F A L S E
bchpq_tf
_____ 1. The very fabric of popular and, occasionaly, archaeoogists. While many
of the earliest archaeology.
_____ 2. Such romantic notions of bygone splendors, coupled with the often
spectacular creations of past peoples.
_____ 3. Has attracted millions of people worldwide o museum exhibits of
archaeological finds and to follow accounts of archaeological explorations
in the news media.
_____ 4. This fascinations has also spawned an amazing number of pseudo
rchaelogical tons wth everything from space aliens to King Arthur;s
Camelots.
_____ 5. More sinisterly, the fascination of modern people with those who came
before has generated a thriving marketplace for grave robbers andlotters
to steal and sell the past.
_____ 6. Certain kinds of artifact have a mystique about them. These items
sometime draw
disproportionate measrue of attention from the public and, occasionaly,
archaeoogists.
_____ 7. While many of the earliest archarelogist snad their pulvi were ofte
nenamored of royal tombs and golden bural furnituer, many more recent
archaelogsy have focused ther attentions on pottery.
_____ 8. Certain kinds of artifact have a mystique about them. These items
sometime draw
disproportionate measrue of attention from the public and, occasionaly,
archaeoogists.
bchce_tt R E F E R E N C E S
1. Fred S. Siebert, Theodore B. Peterson, and Wilbur Schramm, Four Theories of the Press
bchce_ln (Urbana, IL: University of Illinois Press, 1956), p.33.
2. Wilbur Schramm, Responsibility in Mass Communication (New York: Harper & Row), p. 72..
3. Quoted in Warren K. Agree, Phillip H. Ault, and Edwin Emery, Introduction to Mass
Communication, 9th ed. (New York: Harper & Row, 1988), p.60.(Urbana, IL: University of
Illinois Press, 1956), p.33.
4. Frank Luther Mott, American Journalism, 3rd ed. (New York: Macmillian, 1962), p.6.
5. Fred S. Siebert, Theodore B. Peterson, and Wilbur Schramm, Four Theories of the Press
(Urbana, IL: University of Illinois Press, 1956), p.33.
B I B L I O G R A P H Y
bchar_tt Chancellor, J. and Walter R. Mears, The News Business. New York: harper & Row, 1983.
Cuozzo, S. It’s Alive!: How America’s Oldest Newspaper Cheated Death and Why It Matters.
bchar_lu New York: Times Books, 1996.
Davis, D. Katherine the Great: Katherine Graham and Her Washington Post Empire. New York:
Sheridan Square Press, 1991
Chancellor, J. and Walter R. Mears, The News Business. New York: harper & Row, 1983.
Cuozzo, S. It’s Alive!: How America’s Oldest Newspaper Cheated Death and Why It Matters.
New York: Times Books, 1996.
bchrd_nm_a
bchrd_tt_a
C A S E 3.1 Elio Engineering, Inc.

Hari Sankara and Harald Winkman bchrd_au_a
bchrd_tx_b many of the earliest archarelogist sna d their pulvi were oftenenamored of royal tombs and
1. Vermont to benefit from a career management mentality.
2. One report tells of an internist who finds relief from the stresses of modern medical
bchrd_ln
bptcs_nm
PART CASE
bptcs_tt
Elio Engineering, Inc.
ertain kinds of artifact have a mystique about them. These items sometime draw dis-
bptcs_tx
C proportionate measrue of attention from the public and, occasionaly, archaeoogists.
While many of the earliest archarelogist sna d their pulvi were oftenenamored of
royal tombs and golden bural furnituer, many more recent archaelogsy have focused ther
attentions on pottermsof popular apeal, the thougs upong thousd of broek frageme of
cramein prodfa from sitethroug thew orha ve also drawn gea amount of attention. in this
chatper weill exproe what potery is howe we stud it andperhaps most imporatntly exam-
ine why some aracheroogist seem so obssed with t hsi material
What physician these days doesn’t know at least one colleague who has moved
from clinical practice into the management ranks of a pharmaceutical company or the
executive suite of a managed care organization? One pediatrician leveraged an opportuni-
ty to read health reports for a local television station into a second career as a regular on a
national network television news show. An anesthesiologist went back to school to
become a dentist, in her view, a more secure profession. A former oncologist is now hap-
pily.
Other people imagine bearded men bedecked in baggy shorts.Vermont to benefit from
a career management mentality. One report tells of an internist who finds relief from the
grabbing fabulous treasures.
Certain kinds of artifact have a mystique about measrue of attention from the public
and, occasionaly, sna d their pulvi were oftenenamored of royal tombs and golden bural
furnituer, many more recent archaelogsy have focused ther attentions on pottery. While
whole pots and mosaif floors are grand finds often haing a romantin flacoerin termsof pop-
ular apeal.
bptcs_ha
Questions
bptcs_ln 1. Vermont to benefit from a career management mentality.
2. One report tells of an internist who finds relief from the stresses of modern medical
31
bsu_tt
S U M M A R Y
Caught up in the day-to-day demands of medical prac- An anesthesiologist went back to school to become a
tice, attempting to navigate the bureaucratic labyrinths dentist, in her view, a more secure profession. A former
of insurance programs and managed care plans, many oncologist is now happily.Vermont to benefit from a bsu_tx
fail to see the opportunities that abound. To the resident career management mentality.
who hasn’t yet found a job or the radiologist who's just The very fabric of popular notions of archaeology. Such
been dismissed from a long-held hospital post, prospects romantic notions of bygone splendors, coupled with the
may appear dim. But you do have choices. often spectacular creations of past peoples, has attracted
What physician these days doesn’t know at least millions of people worldwide to museum exhibits of
one colleague who has moved from clinical practice into archaeological finds and to follow accounts of archaeo-
the management ranks of a pharmaceutical company or logical explorations in the news media.
the executive suite of a managed care organization? One This fascinations has also spawned an amazing
pediatrician leveraged an opportunity to read health number of pseudorchaeological accounts that purport to
reports for a local television station into a second career link past civiliztons wth everything from space aliens to
as a regular on a national network television news show. King Arthur;s Camelots.
bkt_tt
K E Y T E R M S
behavior human relations systems affect bkt_tx
Elton Mayo levels of behavior Theory Z
goal of human relations organization total person approach
group behavior organizational behavior win-win situation
Hawthorne effect performance
bchpq_tt
D I S C U S S I O N Q U E S T I O N S
1. Vermont to benefit from a career management 3. Other people imagine bearded men bedecked in
mentality. baggy shorts, digging around ancient pyraminds in
a. One report tells of an internist who finds relief search of mummies.
from the stresses of modern medical practice. a. Or, alternatively, we might think of the great
bchpq_la b. In the half day each week he now devotes to Egyptian Pharaohs
painting. b. Maya Kings, or Chinese Emperors.
c. And many more physicians especially, but c. Indeed, a romantic notinon of discovering
bchpq_mc not exclusively, women. the remains of long vanished civilizations.
2. Are finding a better balance between professional 4. The and exploring the ruins of forgotten places,
and personal commitments through the process of lost to humanity from time immemorial.
analyzing their goals and actively Archaeology. a. Is the very fabric of popular notions of
a. Mention the word and many people conjure up archaeology.
images of Indiana Jones. b. Such romantic notions of bygone splendors.
b. Swingwing from a whipe. c. Coupled with the often spectacular creations
c. grabbing fabulous treasures. of past peoples.
bchpq_tt_a
P R O B L E M S
1. Vermont to benefit from a career management 3. Other people imagine bearded men bedecked in
bchpq_ln_a
mentality. Caught up in the day-to-day demands of baggy shorts, digging around ancient pyraminds in
medical practice, attempting to navigate the found search of mummies. day each week he now ing a
bchpq_mc a job or the radiologist who's just been dismissed better balance between professional and personal
from a long-held hospital post, prospects may commitments through the process of analyzing
appear dim. But you do have choices. their goals and actively
a. One report tells of an internist who finds relief a. Or, alternatively, we might think of the great
from the stresses of modern medical practice. Egyptian Pharaohs
b. In the half day each week he now devotes to b. Maya Kings, or Chinese Emperors.
painting. c. Indeed, a romantic notinon of discovering
c. And many more physicians especially, but the remains of long vanished civilizations.
not exclusively, women. 4. Caught up in the day-to-day demands of medical
2. Are finding a better balance between professional practice, attempting to navigate the found a job or
and personal commitments through the process of the radiologist who's just been dismissed from a
analyzing their goals and actively Archaeology. long-held hospital post, prospects may appear dim.
What physician these days doesn’t know at least But you do have choices.
care organization? One pediatrician leveraged an a. One report tells of an internist who finds relief
opportunity to read health report from the stresses of modern medical practice.
a. Mention the word and many people conjure up b. In the half day each week he now devotes to
images of Indiana Jones. painting.
b. Swingwing from a whipe. c. And many more physicians especially, but
c. grabbing fabulous treasures. not exclusively, women.
T R U E A N D F A L S E bchpq_tt_b
_____ 1. The very fabric of popular and, occasion- _____ 6. Certain kinds of artifact have a mystique
bchpq_tf aly, archaeoogists. While many of the about them. These items sometime draw
earliest archaeology. disproportionate measrue of attention
_____ 2. Such romantic notions of bygone splen- from the public and, occasionaly, archaeo-
dors, coupled with the often spectacular ogists.
creations of past peoples. _____ 7. While many of the earliest archarelogist
_____ 3. Has attracted millions of people world- snad their pulvi were oftenenamored of
wide o museum exhibits of archaeological royal tombs and golden bural furnituer,
finds and to follow accounts of archaeo- many more recent archaelogsy have
logical explorations in the news media. focused ther attentions on pottery.
_____ 4. This fascinations has also spawned an _____ 8. While whole pots and mosaif floors are
amazing number of pseudorchaeological grand finds often haing a romantin flaco-
tons wth everything from space aliens to erin terms
King Arthur;s Camelots. of popular apeal, the thougs upong thousd
of broek frageme of cramein prodfa.
_____ 5. More sinisterly, the fascination of modern
people with those who came before has _____ 9. From sitethroug thew orha ve also drawn
generated a thriving marketplace for grave gea amount of attention. in this chatper
robbers andlotters to steal and sell the weill exproe what potery is howe we stud
past. it andperhaps most imporatntly examine
why some aracheroogist seem.
bchce_tt
R E F E R E N C E S
1. Fred S. Siebert, Theodore B. Peterson, and Wilbur 5. Fred S. Siebert, Theodore B. Peterson, and Wilbur
Schramm, Four Theories of the Press (Urbana, IL: Schramm, Four Theories of the Press (Urbana, IL: bchce_ln
University of Illinois Press, 1956), p.33. University of Illinois Press, 1956), p.33.
2. Frank Luther Mott, American Journalism, 3rd ed. 6. Frank Luther Mott, American Journalism, 3rd ed. (New
(New York: Macmillian, 1962), p.6. York: Macmillian, 1962), p.6.
3. Wilbur Schramm, Responsibility in Mass 7. Wilbur Schramm, Responsibility in Mass
Communication (New York: Harper & Row), p. 72.. Communication (New York: Harper & Row, 1957), p.
4. Quoted in Warren K. Agree, Phillip H. Ault, and Edwin 72.relief from the stresses of modern medical practice in
Emery, Introduction to Mass Communication, 9th ed. the half day each week he now devotes to painting.
(New York: Harper & Row, 1988), p.60.
B I B L I O G R A P H Y bchar_tt
Chancellor, J. and Walter R. Mears, The News Business. New Chancellor, J. and Walter R. Mears, The News Business. New
York: harper & Row, 1983. York: harper & Row, 1983. bchar_lu
Cuozzo, S. It’s Alive!: How America’s Oldest Newspaper Cuozzo, S. It’s Alive!: How America’s Oldest Newspaper
Cheated Death and Why It Matters. New York: Times Cheated Death and Why It Matters. New York: Times
Books, 1996. Books, 1996.
Davis, D. Katherine the Great: Katherine Graham and Her Davis, D. Katherine the Great: Katherine Graham and Her
Washington Post Empire. New York: Sheridan Square Washington Post Empire. New York: Sheridan Square
Press, 1991 Press, 1991
bchrd_nm_a
bchrd_tt_a
C A S E 3.1 Elio Engineering, Inc.
bchrd_tx_a
Hari Sankara and Harald Winkman bchrd_au_a
Certain kinds of artifact have a mystique about them. second career as a regular on a national network televi-
These items sometime draw disproportionate measrue of sion news show. An anesthesiologist went back to
attention from the public and, occasionaly, archaeo- school to become a dentist, in her view, a more secure
ogists. While many of the earliest archarelogist sna d profession. A former oncologist is now happily.
their pulvi were oftenenamored of royal tombs and gold-
1. Vermont to benefit from a career management
en bural furnituer, many more recent archaelogsy have
mentality. bchrd_ln
focused ther attentions on pottery. While whole pots and
mosaif floors are grand finds often haing a romantin fla- 2. One report tells of an internist who finds relief
coerin termsof popular apeal, the thougs upong thousd from the stresses of modern medical practice in the
of broek frageme of cramein prodfa from sitethroug half day each week he now devotes to painting.
thew orha ve also drawn gea amount of attention. in this 3. Archaeology, mention the word and many
chatper weill exproe what potery is howe we stud it and- people conjure up images of Indiana Jones.
perhaps most imporatntly examine why some arachero- 4. Swingwing from a whipe and grabbing fabulous
ogist seem so obssed with t hsi material treasures.
What physician these days doesn’t know at
least one colleague who has moved from clinical prac- Other people imagine bearded men bedecked in
tice into the management ranks of a pharmaceutical baggy shorts.Vermont to benefit from a career manage-
company or the executive suite of a managed care organ- ment mentality. One report tells of an internist who
ization? One pediatrician leveraged an opportunity to finds relief from the stresses of modern medical practice
read health reports for a local television station into a in the half day each week he now devotes to painting
bptcs_nm
PART CASE
bptcs_tt
Elio Engineering, Inc.
ermont to benefit from a career management men- ple worldwide to museum exhibits of archaeological
bptcs_tx
V tality. One report tells of an internist who finds
relief from the stresses of modern medical practice
in the half day each week he now devotes to painting.
finds and to follow accounts of archaeological explo-
rations in the news media.. Vermont to benefit from a
career management mentality. One report tells of an
And many more physicians—especially, but not exclu- internist who finds relief from the stresses of modern
sively, women—are finding a better balance between medical practice in the half day each week he now
professional and personal commitments through the devotes to painting. And many more physicians—espe-
process of analyzing their goals and actively cially, but not exclusively, women—are finding a better
Archaeology, mention the Chinese Emperors. Indeed, a balance between professional and personal commit-
romantic notinon of discovering the remains of long ments through the process of analyzing their goals and
vanished civilizations and exploring the ruins of forgot- actively Archaeology, mention the Chinese Emperors.
ten places, lost to humanity from time immemorial, is Indeed, a romantic notinon of discovering the remains of
the very fabric of popular notions of archaeology. Such long vanished civilizations and exploring the ruins of
romantic notions of bygone splendors, coupled with the forgotten places, lost to humanity from time immemori-
often spectacular creations of past peoples, has attracted al, is the very fabric of popular notions of archaeology.
millions of people worldwide to museum exhibits of Such romantic notions of bygone splendors, coupled
archaeological finds and to follow accounts of archaeo- with the often spectacular creations of past peoples, has
logical explorations in the news media.. attracted millions of people worldwide to museum
Vermont to benefit from a career management mentality. exhibits of archaeological finds and to follow accounts
One report tells of an internist who finds relief from the of archaeological explorations in the news media..
stresses of modern medical practice in the half day each
week he now devotes to painting. And many more Questions bptcs_ha
physicians—especially, but not exclusively, women— 1. Vermont to benefit from a career management
are finding a better balance between professional and mentality. bptcs_ln
personal commitments through the process of analyzing
2. One report tells of an internist who finds relief
their goals and actively Archaeology, mention the
from the stresses of modern medical practice in the
Chinese Emperors. Indeed, a romantic notinon of dis-
half day each week he now devotes to painting.
covering the remains of long vanished civilizations and
exploring the ruins of forgotten places, lost to humanity 3. Archaeology, mention the word and many
from time immemorial, is the very fabric of popular people conjure up images of Indiana Jones.
notions of archaeology. Such romantic notions of 4. Swingwing from a whipe and grabbing fabulous
bygone splendors, coupled with the often spectacular treasures.
creations of past peoples, has attracted millions of peo-
35
A
bap_nm
A p p e n d i x
bap_tt
Applying Human Relation Skills

bob_ha_a L E A R N I N G O B J E C T I V E S
Upon completion of this chapter you will have:

bob_hb_a
1. State why human relations skills are important.
bob_ln_a
2. Identify the most important human relations concepts from the entire book.
3. Determine your strongest and weakest areas of human relations.
4. Compare your present skills assessment with the one you did in Chapter 1.
5. Explain three options in handling human relations problems.
6. Describe the four steps of changing behavior.
7. Develop your human relations plan.
Pat O’Conner and David Fredrick, tow students nearing completion of a human relations
course were talking about the course. The impormont to benefit from a career management
mentality. One report tells of an internist who finds relief from the stresses of modern
medical practice in the half day each week he now devotes to painting. And many more
bap_tx physicians—especially, but not exclusively, women—are finding a better balance between
professional and personal commitments through the process of analyzing their goals and
actively Archaeology, mention the word and many people conjure up images of Indiana
Jones swingwing from a whipe and grabbing fabulous treasures.
assocaited with the Egyptian Pharaohs, Maya Kings, or Chinese Emperors. Indeed, a
popular notions of archaeology. Such romantic notions of bygone splendors, coupled with
the often spectacular creations of past peoples, has attracted millions of people worldwide
to museum exhibits of archaeological finds and to follow accounts of archaeological
explorations in the news media.
Arthur;s Camelots. More sinisterly, the fascination of modern people with those who
came before has generated a thriving marketplace for grave robbers andlotters to steal and
sell the past.Certain kinds of artifact have a mystique about them. These items sometime
draw disproportionate measrue of attention from the public and, occasionaly, archaeo-
ogists. While many of the earliest archarelogist sna d their pulvi were.
37
GLOSSARY egl_tt
A egl_ha ballpark A term used by sociologists to describe the early

development of the American pastime of baseball to help
egl_tm
ABC American Broadcasting Company; a television network
socialize the new nation of immigrants that was developing in
that began as a radio network in the 1940s after NBC was
industrial America.
forced to sell one of its two radio networks in 1943.
egl_df BBC British Broadcasting Corporation; the public broadcast-
acta diuram “Daily acts”; news sheets posted in public
ing system in the United Kingdom. It was founded in the
places by the government during the Roman Empirte.
1920s during the early days of radio broadcast.
advertorial Advertising copy written in the form of a news
backmasting A controversial technique of inserting words
story. Sometimes placed in news columns of special sections
and phrases into recorded music that can be heard only if the
of newspapers labeled “advertising supplement” or used as
music is played backward.
editorial copy in magazines.
AFP Agency France-Press; a Paris-based French news wire
service organized in 1945.
C
ballpark A term used by sociologists to describe the early
agenda setting A process whereby the mass media shape
our awareness of
people and events by establishing what is important focus to backmasting A controversial technique of inserting words
think about. and phrases into recorded music that can be heard only if the
B ballpark A term used by sociologists to describe the early
industrial America.
BBC British Broadcasting Corporation; the public broadcast-
1920s during the early days of radio broadcasting, and in
1936 it became the first system to begin regular television
industrial America.
broadcasting.
Boston News-Letter The first newspaper in the American
colonies to be published regularly and the first to be pub-
1920s during the early days of radio broadcasting, and in
lished
1936 it became the first system to begin regular television
“by authority.” Boston postmaster John Campbell was the
broadcasting.
publisher.
Boston News-Letter The first newspaper in the American
colonies to be published regularly and the first to be pub-
lished
“by authority.” Boston postmaster John Campbell was the
publisher. ballpark A term used by sociologists to describe the early
industrial America.
1920s during the early days of radio broadcast
industrial America. backmasting A controversial technique of inserting words
1920s during the early days of radio broadcast BBC British Broadcasting Corporation; the public broadcast-
1920s during the early days of radio broadcast
38
ent_ha
ent_tt
ENDNOTES
ent_ln
Chapter 1 3. Wilbur Schramm, Responsibility in Mass
1. Fred S. Siebert, Theodore B. Peterson, and Wilbur Communication (New York: Harper & Row), p. 72..
Schramm, Four Theories of the Press (Urbana, IL: 4. Quoted in Warren K. Agree, Phillip H. Ault, and Edwin
University of Illinois Press, 1956), p.33. Emery, Introduction to Mass Communication, 9th ed.
2. Frank Luther Mott, American Journalism, 3rd ed. (New York: Harper & Row, 1988), p.60.
(New York: Macmillian, 1962), p.6. 5. Fred S. Siebert, Theodore B. Peterson, and Wilbur
3. Wilbur Schramm, Responsibility in Mass Schramm, Four Theories of the Press (Urbana, IL:
Communication (New York: Harper & Row), p. 72.. University of Illinois Press, 1956), p.33.
4. Quoted in Warren K. Agree, Phillip H. Ault, and Edwin 6. Frank Luther Mott, American Journalism, 3rd ed. (New
Emery, Introduction to Mass Communication, 9th ed. York: Macmillian, 1962), p.6.
(New York: Harper & Row, 1988), p.60. 7. Wilbur Schramm, Responsibility in Mass
5. Fred S. Siebert, Theodore B. Peterson, and Wilbur Communication (New York: Harper & Row, 1957), p.
Schramm, Four Theories of the Press (Urbana, IL: 72.
University of Illinois Press, 1956), p.33.
6. Frank Luther Mott, American Journalism, 3rd ed. (New Chapter 4
York: Macmillian, 1962), p.6. 1. Fred S. Siebert, Theodore B. Peterson, and Wilbur
Communication (New York: Harper & Row, 1957), p. University of Illinois Press, 1956), p.33.
72. 2. Frank Luther Mott, American Journalism, 3rd ed.
(New York: Macmillian, 1962), p.6.
Schramm, Four Theories of the Press (Urbana, IL: 4. Quoted in Warren K. Agree, Phillip H. Ault, and Edwin
University of Illinois Press, 1956), p.33. Emery, Introduction to Mass Communication, 9th ed.
2. Frank Luther Mott, American Journalism, 3rd ed. (New York: Harper & Row, 1988), p.60.
(New York: Macmillian, 1962), p.6. 5. Fred S. Siebert, Theodore B. Peterson, and Wilbur
Communication (New York: Harper & Row), p. 72.. University of Illinois Press, 1956), p.33.
4. Quoted in Warren K. Agree, Phillip H. Ault, and Edwin 6. Frank Luther Mott, American Journalism, 3rd ed. (New
Emery, Introduction to Mass Communication, 9th ed. York: Macmillian, 1962), p.6.
(New York: Harper & Row, 1988), p.60. 7. Wilbur Schramm, Responsibility in Mass
5. Fred S. Siebert, Theodore B. Peterson, and Wilbur Communication (New York: Harper & Row, 1957), p.
Schramm, Four Theories of the Press (Urbana, IL: 72.
6. Frank Luther Mott, American Journalism, 3rd ed. (New Chapter 5
York: Macmillian, 1962), p.6. 1. Fred S. Siebert, Theodore B. Peterson, and Wilbur
Communication (New York: Harper & Row, 1957), p. University of Illinois Press, 1956), p.33.
72. 2. Frank Luther Mott, American Journalism, 3rd ed.
Schramm, Four Theories of the Press (Urbana, IL:
2. Frank Luther Mott, American Journalism, 3rd ed.
39
CREDITS ecr_tt
ecr_ha
Chapter 1 Sherman Alexie, “This is What it Means to Say Phoneix, Arizona” from
THE LONE RANGER AND TONTO FISTFIGHT IN HEAVEN by Sherman
Sherman Alexie, “This is What it Means to Say Phoneix, Arizona” from
Alexie. Copyright © 9993 by Sherman Alexie. Used by permission of
Grove/Atlantic, Inc.
Grove/Atlantic, Inc. Sherman Alexie, “This is What it Means to Say Phoneix, Arizona” from
ecr_tx
Sherman Alexie, “This is What it Means to Say Phoneix, Arizona” from Chapter 3
THE LONE RANGER AND TONTO FISTFIGHT IN HEAVEN by Sherman Sherman Alexie, “This is What it Means to Say Phoneix, Arizona” from
Alexie. Copyright © 9993 by Sherman Alexie. Used by permission of THE LONE RANGER AND TONTO FISTFIGHT IN HEAVEN by Sherman
Grove/Atlantic, Inc. Alexie. Copyright © 9993 by Sherman Alexie. Used by permission of
Sherman Alexie, “This is What it Means Grove/Atlantic, Inc.
to Say Phoneix, Arizona” from THE LONE RANGER AND TONTO FIST- Sherman Alexie, “This is What it Means to Say Phoneix, Arizona” from
FIGHT IN HEAVEN by Sherman Alexie. Copyright © 9993 by Sherman THE LONE RANGER AND TONTO FISTFIGHT IN HEAVEN by Sherman
Alexie. Used by permission of Grove/Atlantic, Inc. Alexie. Copyright © 9993 by Sherman Alexie. Used by permission of
Sherman Alexie, “This is What it Means to Say Phoneix, Arizona” from Grove/Atlantic, Inc.
Sherman Alexie, “This is What it Means to Say Phoneix, Arizona” from Grove/Atlantic, Inc.
Chapter 2 Sherman Alexie, “This is What it Means to Say Phoneix, Arizona” from
Grove/Atlantic, Inc. THE LONE RANGER AND TONTO FISTFIGHT IN HEAVEN by Sherman
Alexie. Copyright © 9993 by Sherman Alexie. Used by permission of Sherman Alexie, “This is What it Means to Say Phoneix, Arizona” from
Grove/Atlantic, Inc. THE LONE RANGER AND TONTO FISTFIGHT IN HEAVEN by Sherman
40
ein_tt
INDEX
ein_ha
A A-T-R model and, 302–303 of cigarettes, 31

bandwagon and, 307 consumers’ information environ-
ABC, 60
card stacking and, 307 ment and 303–304
Account management of advertising
ein_tx of cigarettes, 31 controversies about, 308–310
firm, 319
consumers’ information environ- cutting-edge theory and, 3-1–302
Accuracy of news, 37–376
ment and 303–304 developement of, 296–298, 300
Acquisition editor, 119
controversies about, 308–310 early, 296
Acta diurna, 125
cutting-edge theory and, 3-1–302 eight lifestyles and, 317
Administration (department)
developement of, 296–298, 300 electronic, 297–298, 300
in advertising firm, 319
early, 296 expanding world of, 301
in magazine publishing, 172
eight lifestyles and, 317 first ad agency and, 296, 297
in music department, 256
electronic, 297–298, 300 future of, 319–320
in television, 287
expanding world of, 301 government regulation of, 297
Advertiser(s)
first ad agency and, 296, 297 of hard liquor, 314
public relations for, 396
future of, 319–320 in magazines, 173
top 10, 303
government regulation of, 297 minimal-effects theory and,
Advertiser influence, 392–396
of hard liquor, 314 300–301
Advertising 294–296
in magazines, 173 mission of VALS and, 317
A-T-R model and, 302–303
minimal-effects theory and, music and, 307–308
bandwagon and, 307
300–301 ABC, 60
card stacking and, 307
mission of VALS and, 317 Account management of advertising
of cigarettes, 31
music and, 307–308 firm, 319
consumers’ information environ-
ABC, 60 Accuracy of news, 37–376
ment and 303–304
Account management of advertising Acquisition editor, 119
controversies about, 308–310
firm, 319 Acta diurna, 125
cutting-edge theory and, 3-1–302
Accuracy of news, 37–376 Administration (department)
developement of, 296–298, 300
Acquisition editor, 119 in advertising firm, 319
early, 296
Acta diurna, 125 in magazine publishing, 172
eight lifestyles and, 317
Administration (department) in music department, 256
electronic, 297–298, 300
in advertising firm, 319 in television, 287
expanding world of, 301
in television, 287 Advertiser(s)
first ad agency and, 296, 297
Advertiser(s) public relations for, 396
future of, 319–320
public relations for, 396 top 10, 303
government regulation of, 297
top 10, 303 Advertiser influence, 392–396
of hard liquor, 314
Advertiser influence, 392–396 Advertising 294–296
in magazines, 173
minimal-effects theory and,
300–301
B bandwagon and, 307
ABC, 60 card stacking and, 307
mission of VALS and, 317
Account management of advertising of cigarettes, 31
music and, 307–308
firm, 319 consumers’ information environ-
ABC, 60
Accuracy of news, 37–376 ment and 303–304
Account management of advertising
Acquisition editor, 119 controversies about, 308–310
firm, 319
Acta diurna, 125 cutting-edge theory and, 3-1–302
Accuracy of news, 37–376
Administration (department) developement of, 296–298, 300
Acquisition editor, 119
in advertising firm, 319 Administration (department)
Acta diurna, 125
in magazine publishing, 172 in advertising firm, 319
Administration (department)
in music department, 256 in magazine publishing, 172
in advertising firm, 319
in television, 287 in music department, 256
in magazine publishing, 172
Advertiser(s) in television, 287
in music department, 256
public relations for, 396 Advertiser(s)
in television, 287
top 10, 303 public relations for, 396
Advertiser(s)
Advertiser influence, 392–396 top 10, 303
public relations for, 396
top 10, 303
Advertiser influence, 392–396
bandwagon and, 307
card stacking and, 307
41

Strategic Management: Technology and Innovation

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ftp_tt_a

ftp_au ROBERT A. BURGELMAN

To my lovely wife, Vicki

To bob, always and with love

ABOUT THE AUTHORS

ermont to benefit from a career management mentality. One report tells of an

fpr_ha KEY FEATURES

P R E F A C E VII PART THREE

STRATEGIC ANALYSIS 10 Creating Effective Organizational Designs 000

1 Strategic Management: Creating Competitive 11 Creating a Learning Organization and an

The Strategic Management Process 00 Social Responsibility 00

Strategy Analysis 00 The Strategic Managmenet Perspective 00

Strategy Formulation 00 Some Key Driving Forces 00

Strategy Implementation 00 Enhancing Employee Involvement in the Strategic

Ensuring Coherence in Strategic Direction 00 Discussion Questions 00

Organizational Vision 00 Problems 00

Mission Statement 00 True and False 00

Strategic Objectives 00 Further Readings 00

Key Terms 00 Case 2.1: Elio Engineering, Inc. 00

The Strategic Management Process 00 PART FOUR

Organizational Vision 00 ENDNOTES 000

Mission Statement 00 CREDITS 000

Integrating Technology bpt_tt

and Strategy Two Lines Long bpt_st

A General Management Perspective

The Entrepreneurial Revolution

A General Management Perspective

Subtitle Goes Here bch_st

Demystifying Entrepreneurship Getting the Odds in Your Favor

WHY HUMAN RELATIONS SKILLS ARE IMPORTANT

Vermont to benefit from a career management mentality. One report tells of an

B. Second Level entry in outline list

A former oncologist is now happily. Vermont to benefit from a career managemen

TABLE 0.0 | OPFS Header Fields (2004 data)

bch_tbcn Field Description

Managing, if not disquietbaggy shorts, digging around ancient pyraminds in search of

FIGURE 0.0 | Comparative Capabilities Profile of Selected Players (conducted in 2004)

bch_fgnm *This an example of a figure footnote

BOX 2.1 Japanese Companies Rarely Have Strategies bchba_tt

Vermont to benefit from a career management mentality. One report tells of an

bkt_tx behavior human relations systems affect

C A S E 3.1 Elio Engineering, Inc.

Applying Human Relation Skills

Upon completion of this chapter you will have:

3. Determine your strongest and weakest areas of human relations.

5. Explain three options in handling human relations problems.

6. Describe the four steps of changing behavior.

7. Develop your human relations plan.

A egl_ha ballpark A term used by sociologists to describe the early

A A-T-R model and, 302–303 of cigarettes, 31

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