The future of technology management and the business environment

$ 30.00 $ 28.55

  • This book is about forecasting and strategic actions required new technologies.
  • The strategy of technological innovation, using case studies to show why these innovations can fail.


From biotechnology to nanotechnology to big data, the pace of technological interruptions continues to accelerate. Now, business strategy expert Alfred Marcus offers powerful tools to anticipate technological change and manage the threats and opportunities it poses.

Through in-depth analytical studies, Marcus offers strategic advice to overcome the pitfalls associated with implementing emerging technologies or to respond to others who use them to compete with you.

Marcus illuminates the continuous interaction between technological change and the broadest trends in society, helping you to recognize the new opportunities created by these interactions and maximizing the benefit, both for your company and for the wider society.

Whether you are a manager or a strategist, a professional technician or an MBA student, this guide will focus your attention on the future so that you can be guided in a radical change driven by technology, wherever it leads.

Emerging technologies offer immense promises to generate growth, profitability and prosperity. But they face important barriers to commercialization and have to bear environmental and social costs that must be carefully managed to maximize benefits and mitigate damage.

This book is about forecasting and strategic actions necessary for these new technologies to play a positive role rather than a negative one. Alfred Marcus illuminates their potential, examines the risky decisions necessary to turn potential into reality and discusses how technologies could be used to improve social problems rather than exacerbate them.

Marcus starts with insights into the strategy of technological innovation, using case studies to show why these innovations can fail and offer methods to deal with uncertain outcomes. Next, using examples such as the Deepwater Horizon oil spill, illustrates how to better manage the dangers associated with technologies. Then it passes to the impact of technology on three main social conflicts: that between young and old, rich and poor, and the potential for scarcity and abundance in energy production. Finally, it focuses on how different pairs of companies, including Intel and AMD, Dell and Acer, and Amazon and Barnes & Noble, have managed technology breaks in their industries and the difficult challenges they face to overcome these challenges.