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An
Approach for
Semiconductor Equipment Firms
Semiconductor
Equipment and Materials International (SEMI)
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Abstract
Brooks
Automation rose from stagnation to dynamic growth. GCA shut its doors.
Highly visible successes and failures are all around us. What is the
process that leads to successful new products and enterprises, and what process
leads to failure?
Pierre
Lamond, a veteran of National Semiconductor, proclaimed in 1986, "In the
1970s, it was technological innovation. Now it's marketing. What's
important is which features you choose to put in your chips, not which ones
you're capable of putting there."
Marketing
is the up-front process of ascertaining needs that customers are willing to
spend money to satisfy, thus guiding engineering to design the right products.
How much shall we invest in marketing to enable success, and when?
A
new metric has been developed to answer these questions, the
Marketing/Engineering Investment Ratio™ (M/E Ratio™).
Download
the reprint - 4 pages,
2 MB
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