A generic value tree for high-technology enterprises
by W. Austin Spivey, J. Michael Munson, Donald R. Spoon
International Journal of Technology Management (IJTM), Vol. 24, No. 2/3, 2002

Abstract: Successful strategic planning determines the ultimate fate of an enterprise. Many high-technology enterprises lack a comprehensive framework that facilitates an integrated approach. Derived from the diverse, extant literature on leadership, technology management, marketing and new product development, a Generic Value Tree offers a solution. This comprehensive schema highlights the linkage between technology and marketplace. It represents an objectives hierarchy that asserts that maximising enterprise equity demands a strategic focus on four branches: pursuing strategic intent; nurturing an intelligent enterprise; designing innovative goods and services; and amassing user preference. Its usefulness is tested in two settings: one relies on secondary data; the other relies on primary data collected in a field setting at an actual strategic planning session. The Generic Value Tree is a valuable diagnostic tool in the search for sustainable competitive advantage.

Online publication date: Thu, 10-Jul-2003

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