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Getting It Right the First Time: How Innovative Companies Anticipate Demand First Edition Edition

4.5 out of 5 stars 8 customer reviews
ISBN-13: 978-0275984793
ISBN-10: 0275984796
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Editorial Reviews

Review

"Silicon Valley-based dot-com consultants Katsaros and Christy describe how innovative companies anticipate demand, noting that many start-up companies are too engineer turned entrepreneur and overlook the importance of market research coupled with strategic planning. Arguing that market research in parallel with strategic planning is necessary for business success, they make a strong case for conducting comprehensive, quality research up front and integrating it into a company's strategic planning….[t]he book contains numerous examples of successful and missed opportunities from an array of companies, as well as a short recommended reading list. This volume will be useful for entrepreneurs and business leaders. Additionally, advanced business students and academicians will find its message interesting and informative. Recommended. Upper-division undergraduate through professional collections." - Choice

"New Markets, New Media Web Addendum [T]o be considered for public and academic library collections. To give your collection more depth….[r]ecommended." - LibraryJournal.com

"Getting It Right the First Time will interest anyone trying to bring a highly innovative product to market but will be of greatest interest to those in marketing. Although the examples in the book focus on the high-technology industry, the techniques will be useful in any highly innovative situation….[p]oints the way to getting a solid grasp on ill-defined and emerging markets." - The Journal of Product Innovation Management

"Business changes and influences are happening faster and faster, requiring the successful company to be more responsive and anticipatory than ever. For a guide which teaches managers and owners how to predict demand and handle it correctly, Getting It Right The First Time: How Innovative Companies Anticipate Demand is essential. Examples of real-life lucrative successes and missed opportunities alike offer lessons for all, and John Katsaros and Peter Christy have gathered a representative sampling of these case histories to work into a general company plan for marketing and advancement. Recommended for any entrepreneur interested in innovation." - Internet Bookwatch

"[G]etting It Right the First Time is useful for people who market high-tech or other truly innovative products. The authors give convincing reasons why it pays to include us in the development. They also show that we do have a market research approach that is likely to be worth more than it costs. Companies don't have to suffer so many expensive new product failures. We don't have to sit on the sidelines." - Marketing Management

"For entrepreneurs, marketers, product developers, and business strategists." - Reference & Research Book News

Review

"Getting It Right the First Time will grab the attention and fill the needs of both veterans and first time entrepreneurs. The authors provide a hardcore inspirational change the world message tempered by real-life examples to illustrate their points. This is a necessary read for the new, new economy entrepreneur." (Guy Kawasaki, Author of The Art of the Start)

"In over 35 years as an entrepreneur and seed venture capitalist, I have been fortunate to have been a founder of four public companies and have worked with entrepreneurs to plan and launch many successful ventures. Getting It Right the First Time captures the requirements to make a business a success operationally and financially. Having a clear strategy and thorough business plan based on extensive market research and customer feedback is the most critical issue to a company's success." (John B. Mumford General Partner, Crosspoint Venture Partners)

"A must read for all entrepreneurs. John and Peter have reduced the elements of strategic marketing to the core elements. A veritable how to guide for technology entrepreneurs hoping to pioneer new markets. Don't start-up without it. Getting It Right the First Time should be core curriculum for all graduating entrepreneurs!" (Steve Baloff, General Partner, Advanced Technology Ventures)

"Katsaros and Christy tell a compelling story where business success requires sophisticated, innovative technology backed by clear business reasoning and strategy. They have proven their ability to cut through all this complexity to produce guidance of high value and present a point of view worth understanding." (Dave Peterschmidt, President and CEO,Openwave Systems, Inc.)
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Product Details

  • Hardcover: 176 pages
  • Publisher: Praeger; First Edition edition (February 28, 2005)
  • Language: English
  • ISBN-10: 0275984796
  • ISBN-13: 978-0275984793
  • Product Dimensions: 6.1 x 0.4 x 9.2 inches
  • Shipping Weight: 12.8 ounces (View shipping rates and policies)
  • Average Customer Review: 4.5 out of 5 stars  See all reviews (8 customer reviews)
  • Amazon Best Sellers Rank: #5,229,812 in Books (See Top 100 in Books)

Customer Reviews

Top Customer Reviews

By Jeff Lippincott on April 27, 2006
Format: Hardcover
I very much enjoyed reading this book. It is well-written and didn't take too long to finish. I loved the little story about the entrepreneur who made a bundle cleaning hard drives. I recommend entrepreneurs/business strategists read this book. I suspect it will keep them on track in their pursuit of being successful.

The authors' message is that entrepreneurs should use market research to improve and refine their business strategy. They point out that it is crucial to business success to consider how large a product's market is and how fast that market is growing BEFORE spending time and money to actually develop the product. It's a waste of time and money to create a product for a small market that is not going to grow.

The authors are advocates of planning and avoiding trial and error. They believe in knowing what they are getting into, documenting a plan in writing, and then implementing the plan that logically will be successful. They go a step further than this, however. They also suggest that the market researcher enlist the help of experts who are interviewed during the marketing research.

The funny thing about this book is that most successful companies already do what the authors preach. The ones that don't were the Internet companies that went bust 5 or 6 years ago, and the millions of entrepreneurs that account for failed businesses year in and year out.

I would have liked this book better if it had been written by someone who did not have a background in Silicon Valley. Maybe someone from the automotive industry or financial services industry would have been great? But we are stuck with some computer guys. The book is still worth the read.
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Format: Hardcover
Well-organized, clearly written and very enjoyable. Most importantly, this book lays out the basic, but absolutely critical things you must take care of if you are going to start any venture and provide excellent insight into solving the special problems that come with venturing into emerging hi-tech markets. Highly recommended.
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Format: Hardcover
This book was written for me. I have lived through the technology area of the 70's, 80's and 90's. Yes, I'm over 50 years old. Technology marketing and launching new products today is very different from my previous 30 years of experience. The markets today require focus, research and insight of the market dynamics. "Getting It Right the First Time" is for individuals and organizations who want to make their dreams become a reality. John Katsaros and Peter Christy's knowledge and insight comes from their experience. Their book has had a tremendous and positive impact on our organization. Dean Westbrook, Mount Angel, Oregon
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Format: Paperback
John and Peter have done something really amazing here, and it should be issued to all new Silicon Valley (and it's equivalents elsewhere) technologists as required reading. You can't treat emerging technology areas like mature markets, and the gents at IRG have gracefully summarized what it takes decades to absorb in industry into one concise book.

Had I read it before I ran the New Markets and Technologies group for Cisco for 5 years, I would have saved myself considerable time and anguish, not to mention succeeded more often. I STRONGLY recommend buying and reading this book.
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