COURSE NUMBER: MBA290A.1

This is a first-year gateway course and is not available for second-year bidding. Second-years must wait until the add/drop process begins in January to add this class.

COURSE TITLE: Introduction to Management of Technology

UNITS OF CREDIT: 3 Units

INSTRUCTOR: Don Proctor

E-MAIL ADDRESS: dproctor@cisco.com

CLASS WEB PAGE LOCATION: http://bspace.berkeley.edu

MEETING DAY(S)/TIME: Tuesdays, 8:00-11:00 AM

Office Hours: Office hours are by appointment Tuesdays from 11:00 AM to 1:00 PM in office F496 in the Haas Faculty building. Please email me at dproctor@cisco.com if you would like to arrange to meet during this time or outside of office hours.

PREREQUISITE(S): N/A

CLASS FORMAT:

Introduction to the Management of Technology is divided into three sections:

· Product Innovation: How do successful companies differentiate themselves in the development of new products and technologies?

· Process Innovation: What are the strategies and business processes used by technology companies to foster both sustaining and disruptive innovations?

· Business Model Innovation: How can companies maintain competitive advantage and use alternative business models to capture new market opportunities?

Each class meeting will consist of an interactive discussion based on an assigned case or reading on the topic of the week. A review will be held at the end of each of the three sections in the course. Course materials will be available online at bSpace.berkeley.edu and licensed materials will be available on Study.net via the link on bSpace. Students will be responsible for obtaining books listed below through the student bookstore, the library, or online sources.

REQUIRED READINGS:

Required Texts

Kelley, Thomas. The Ten Faces of Innovation: IDEO’s Strategies for Defeating the Devil’s Advocate and Driving Creativity Throughout Your Organization

Kennedy, Kevin, and Moore, Mary. Going the Distance: Why Some Companies Dominate and Others Fail (available through the Amazon Kindle store)

Moore, Geoffrey. Dealing with Darwin: How Great Companies Innovate at Every Phase of Their Evolution

Hansen, Morten. Collaboration: How Leaders Avoid the Traps, Create Unity, and Reap Big Results

Christensen, Clayton M. The Innovator’s Solution: Creating and Sustaining Successful Growth

Benioff, Marc: Compassionate Capitalism: How Corporations Can Make Doing Good an Integral Part of Doing Well

Recommended Texts

Carr, Nicholas: The Big Switch: Rewiring the World, From Edison to Google (Business Model Innovation)

Chesbrough, Henry: Open Innovation (Business Model Innovation)

Christensen, Clayton: The Innovator’s Dilemma (Product Innovation)

Kidder, Tracy: Soul of a New Machine (Product Innovation)

McAffee, Andrew: Enterprise 2.0 (Process Innovation)

Fine, Charles: Clockspeed (Product Innovation)

Grove, Andrew: Only the Paranoid Survive (Product Innovation)

Malone, Thomas: The Future of Work (Process Innovation)

Moore, Geoffrey: Inside the Tornado (Product Innovation)

Ries, Al and Trout, Jack: Positioning: The Battle for Your Mind (Product Innovation)

BASIS FOR FINAL GRADE:

20% of your grade will be determined by class participation, 40% will be based on your responses to case study and reading questions, and 40% will be determined by your group project. Regular attendance is essential for success in this class; missing more than one session will have a negative impact on your participation grade.

Please be sure to read the assigned case or reading assignment prior to class and send your responses to the questions I assign to me via email by 6:00 PM on the Sunday prior to each class session. Please submit the answers to your questions as text in the body of the email message, not as an attachment.

You will form teams of 4 to 5 people consisting of participants from the MBA program and the College of Engineering or I-School. Each team will study an organization of its own choosing and examine its strategy from a perspective of technology, process, or business model innovation. Teams will prepare a presentation and a research plan as their midterm assignment and will submit a final report at the end of the course. No final exam will be given.

ABSTRACT OF COURSE'S CONTENT AND OBJECTIVES:

Introduction to the Management of Technology is an elective course that provides a gateway into the successful Management of Technology program. This course will count towards students’ Management of Technology certificate. Graduate-level students from the Haas Business School, the Berkeley Graduate College of Engineering, and the School of Information are encouraged to enroll.

The course sits at the intersection of the technology and business worlds and represents a unique opportunity for graduate students to work together in a highly collaborative and interactive environment. For MBA students, understanding the challenges and opportunities associated with technology innovation can unlock tremendous value. For Engineering and I-School students, learning about the business side of technology will help you communicate with non-technical people critical to maximizing the impact of your ideas.

Introduction to the MOT examines how organizations succeed or fail to build competitive differentiation through innovation in products, processes, and business models. The goal of the course is to develop broad, “T-shaped” business and engineering leaders by building a library of patterns or “memes” that illustrate how different forms of innovation can be applied to make the most of an organization’s potential. In addition to the assigned readings, we will focus on the back stories of unique organizations and individuals who have established new models for innovation, and we will draw broadly from the disciplines of history, architecture, literature, art, and popular culture to delve deeply into different dimensions of innovation.

BIOGRAPHICAL SKETCH:

Don Proctor is a Senior Vice President at Cisco in the Office of the Chairman and CEO. As the leader of Cisco’s Cybersecurity Task Force, he works with Cisco customers, Cisco partners, and worldwide government leaders in defense, civilian agencies, and the intelligence community to advance the safety, privacy, and integrity of their critical network infrastructure.

In his tenure at Cisco, Proctor has served on or led a broad variety of Cisco’s corporate boards and councils, including the Enterprise Business Council, the Cisco Development Council, the Software Council, the Diversity and Inclusion Council, the Public Policy Council, and the Cancer Support Network.

Proctor joined Cisco in 1995 and has held a variety of leadership positions in the company’s enterprise, commercial, and service provider businesses. Most recently, he led Cisco’s software engineering group and was responsible for Cisco’s VoIP, web collaboration, Cisco IOS, network management, and global government solutions businesses. Before that he was Vice President and General Manager of Cisco’s Service Provider Switching Group, the Voice Technology Group, and the Collaboration Software Group. Early in his tenure at Cisco, he led the product team that developed Cisco’s first integrated voice/data router. Prior to joining Cisco, he worked for software maker Sybase.

A graduate of the University of California, Berkeley, Proctor is part of the professional faculty in the Management of Technology graduate program at UC Berkeley’s Haas School of Business and previously taught in the UC Berkeley Extension Telecommunications Engineering certificate program. He serves on the advisory boards of the Lawrence Hall of Science and UC Berkeley’s Fung Institute for Engineering Leadership.