| Systems of use and technology
adoption |
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Abstract:
There have been far more technologies developed over time than there have
been commercially and widely useful technologies. Several factors
differentiate one from the other, some of which are well understood and
others less so. Two factors that we will examine briefly are:
- What constitutes a must-have value proposition from a nice-to-have value proposition? and
- What aspects of the antecedent system of use impede or accelerate adoption?
In particular, we will use these questions as a way to predict which
types of technologies are more likely to find widespread adoption.
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Biography
Andrew Isaacs is Adjunct Professor and Executive Director of UC Berkeley’s
Management of Technology Program, a joint program of Berkeley’s Haas School
of Business, College of Engineering, and School of Information Management and
Systems.
Management of Technology is a graduate-level program offering 50 courses in
management and high technology plus a wide range of programs that bring high
tech companies to UC Berkeley. Since its founding in 1987, the program has grown
to be the largest inter-disciplinary program on the Berkeley campus, with approximately
1,500 graduate students enrolling in the program annually. Berkeley’s Management
of Technology Program is by far the largest of its type in the US.
Isaacs teaches three graduate courses at Berkeley:
- Introduction to Management of Technology
- Marketing for High Tech Entrepreneurs
- Opportunity Recognition: Technology and Entrepreneurship in Silicon Valley
As part of the Management of Technology Program, Isaacs directs several graduate
fellowship programs, including the IBM Venture Fellows Program, the Hitachi
Fellows Program, the Mayfield Fellows Program, the MOT China Fellows Program,
the Sandia Fellows Program and the UC Berkeley – United Nations Fellows
Program.
Isaacs’ prior experience includes:
- President, California Technology International, Inc., a consulting
firm he founded in 1990, ranked among the Top 10 fastest growing companies in
Silicon Valley in 1994 and 1995. CTI’s offices in Sunnyvale and Tokyo specialize
in strategy and marketing for US and Japanese high tech companies.
- Marketing executive at public and private companies in Silicon Valley.
- Senior Scientist, NASA Johnson Space Center, Houston, TX.
Isaacs holds BS and MS degrees from the University of Michigan, and serves
on advisory boards for the University of Michigan, Stanford University, and
several corporations in the US and Japan.
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