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THE INNOVATOR'S DILEMMA by Clayton M. Christensen
"It amazes me that this is not a more widely required text in MBA programs. Christensen has made an excellent contribution that drives to some of the core issues of innovation for both established technology companies and start-ups. I use it as a basis for class discussion among my MBA and graduate engineering students at Berkeley, and to explore how technology companies in the present day can easily fall into the traps Christensen describes."
CROSSING THE CHASM and INSIDE THE TORNADO by Geoffrey A. Moore
"These books are dated in terms of the examples used, but they are still great for probing technology lifecycle and marketing issues. In some ways, using these texts are '"back to basics': the material is straight-forward and essential for technology marketing. I use the texts in my course Marketing for High Tech Entrepreneurs."
REGIONAL ADVANTAGE by Annalee Saxenian
"I use this text in my graduate course Opportunity Recognition: Technology and Entrepreneurship in Silicon Valley. Understanding technology business requires understanding the settings in which it takes place. Much has changed since Saxenian wrote this book, and she and others have covered those changes, but Saxenian is still the essential starting point to any understanding of how technology centers operate."
Andrew Isaacs is the Executive Director Management of Technology Program at UC Berekeley's Haas School of Business. For more information about Andrew Isaacs, please visit: