by F. Michael Hruby
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| List Price: | $27.95 |
| Average Rating: |  |
| Lowest New Price: | $3.34 |
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Product Description
TECHNOLEVERAGE Using the Power of Technology to Outperform the Competition "Respond to customers." "Cut costs to the bone." These are time-honored business tactics. But marketing consultant Michael Hruby has seen that getting technology "under your business" will do far more to boost sales, lift profits, and keep you competitive. His new book, Technoleverage, proves that today it is technology that drives competitive advantage. How? One way is to create technological breakthroughs (or borrow someone else's) that radically improve products. Hruby explains what injection molding did for the lowly tennis shoe, what robotics did for roadside billboards, and provides dozens more fascinating examples. Technology can also deliver products and services fast -- and to a customer's exact specifications. And of course, technology also improves the efficiency of operations (aka: cuts costs). Using real-world stories from companies in dozens of industries, Technoleverage shows how wise use of technology is the differentiating factor in exponential success. It shows how to get technology under your business to literally "lift" its profits, visibility, size, and value. A technology-driven business strategy applies to all types of firms, whether they invent new technologies, manufacture technological goods, sell technological services, integrate the technology of others, distribute technology -- or just plain use it. Whatever business a manager is in, Technoleverage explains how to seek out and fully exploit high-value technology improvements, for maximum profit improvement. F. MICHAEL HRUBY (Acton, MA) is president of Technology Marketing Group, a firm founded in 1984 to help companies manage and market their technologies. Technoleverage was prompted by managers' response to the idea that technology, when properly managed, can be an engine of growth for any business. His clients include Amoco, Avery Dennison, Fraser Paper, Georgia Pacific, Halliburton, Hercules, Rohm & Hass, and Unitrode.
Average Customer Review:
1 of 1 people found the following review helpful:
 A huge case study on the power of leveraging technology, 2006-02-28
Starting with a simple idea, that a company must capitalize on available technology to outshine competitors, the authors offer advice on how to use the power of technology to outperform the competition. The authors start out with a simple example: The sneaker.
Consider the sneaker. Thirty years ago sneakers were just an inexpensive canvas shoe that came in a few colors and even fewer designs. Today, however, their descendants come in dozens of styles, colors, materials, and a re truly high-tech wonder shoes including those with inflatable air bladders and gel inserts. All sport functional treads and distinctive logos. No longer is the term sneaker even used replaced by "athletic shoes." Not considered just a shoe anymore, they are not considered sport equipment. Most importantly, they are no longer inexpensive. So, what happened?
Technology happened, according to the author F. Michael Hruby. What a company has and how they will use it will determine whether they stall or move forward in today's marketplace. If companies fail to find new ways to apply the latest technology, they will fall behind.
Footwear makers learned this lesson well. They not only learned new ways to apply technology, they also learned to apply diverse technologies, such as adhesives, ergonomics, foamed plastics, injection molding, industrial engineering, and material planning. They literally transformed the sneaker from shoes to a status symbol. Consider the household names that
have resulted: Nike, Reebok, and New Balance.
The author argues that any company can do this. They must first start by searching for ways to solve customers' problems. Decide which technologies are needed and how to apply them. Fully exploit all opportunities. Companies must not leave gaps open for competitors to fill. They must also learn to capitalize on their technology by, for example, licensing it. Develop complete systems instead of just single products. Find new markets. Measure success. These are just a few of the author's points in a book designed to teach one to use the power of technology.
0 of 0 people found the following review helpful:
Technology is a competitive weapon for entrepreneurs, 2005-04-06
Using Technoleverage is absolutely imperative for start-ups and emerging growth companies. While larger companies may be able to coast for awhile on pure momentum (often risking long-term failure though); the opposite is true for entrepreneurs which have no such luxury. Entrepreneurs must be the hunter or end up being hunted. According to Hruby you must "Find new ways to apply technology and you'll leave your competition far behind."
As an example, Hruby uses the simple sneaker. Thirty years ago sneakers were inexpensive canvas shoes that came in only a few designs and colors. Now sneakers seem to come in infinite varieties of colors, styles, and features. In fact, recently I've been reading how several sneakers are now integrated with computers to constantly adjust the shoes characteristics.
Using real-world stories from companies in dozens of industries, Technoleverage shows how wisely using technology may very well be the differentiating factor in exponential success. Technoleverage shows how to get technology under your business to literally "lift" its profits, visibility, size, and value. A technology-driven business strategy applies to all types of firms, whether they invent new technologies, manufacture technological goods, sell technological services, integrate technology for others, distribute technology -- or just plain use it.
Technology is a competitive weapon for entrepreneurs and it must be seen as exactly that - a weapon to be used to provide exceptional value to customers and reduce internal costs and inefficiencies.
Michael Davis - Editor, Byvation
1 of 2 people found the following review helpful:
BRAIN AND CORE TECHNOLOGY, 1999-03-20
Among the increasing publications of books in Management, "Technoleverage" emerges as a help-full handbook for the year 2000. It provides guidelines for top managers willing to create change, understand where their company is, where to go, and how. In an original approach the author unveils methods and describes the processes in a realistic way. How to identify opportunities, produce brand-new ideas, differenciate and implement in a cost effective manner. How to deliver value to customers and stay ahead from competitors, how to measure your company's success.... With a clear vision, the autor shows the way to run business.
2 of 2 people found the following review helpful:
Genuinely the Best Business Book I've Read, 1999-03-12
TechnoLeverage was genuinely the best business book I've read, simply because it's practical and "real world". It provided me with new ways to look at new business development and has provided me with new personal and business challenges. I am going to buy twelve copies for my collegues.
3 of 3 people found the following review helpful:
Great for Mapping Out Corporate Strategy Using Technology, 1999-03-10
I found TechnoLeverage very insightful in its approach to corporate strategy for technology management. It was clear from the beginning of the book that a company did not have to be a high-tech or even a technology-based company to be able to put technoleverage to work to raise profits. In planning for the "big picture", I found that the book had many useful checklists and action items. It also had a very helpful chapter on financial measures and what can be learned from them. I would recommend this book to other managers in Marketing, Strategic Planning, Finance or Research and Development.
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