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Develops an original 12‐step management of technology protocol and applies it to 51 applications which range from Du Pont’s failure in Nylon to the Single Online Trade Exchange for Auto Parts procurement by GM, Ford, Daimler‐Chrysler and Renault‐Nissan. Provides many case studies with regards to the adoption of technology and describes seven chief technology officer characteristics. Discusses common errors when companies invest in technology and considers the probabilities of success. Provides 175 questions and answers to reinforce the concepts introduced. States that this substantial journal is aimed primarily at the present and potential chief technology officer to assist their survival and success in national and international markets.

The purpose of this paper is to provide an historical analysis of an important early contribution to the history of marketing thought literature – the six-book series titled The Knack of Selling – which was published in 1913 and intended as an early training course for salesmanship.

This research utilized a close, systematic reading of The Knack of Selling series and places it in the professional and intellectual context of the early twentieth century. Books published about marketing are primary source materials for any study of the history of marketing thought. In this case, The Knack series constitutes significant primary source material for a study of early thinking about personal selling.

Echoing A.W. Shaw, Watson offers a more sophisticated interpretation of the “one best way” approach associated with Frederick Taylor. Watson’s advice did not entail the repetition of canned sales talks to each customer. His vision of practice was more complicated. Sales presentations were temporally and locationally relative. They were subject to ongoing evolution. As the marketplace changed, as customer needs and interests shifted, so did organizational and salesperson performances. To keep sales talks relevant to the consumer, personnel were encouraged to undertake rudimentary ethnographic research and interviews. Unusually, there is oscillation in the way power relations between marketer and customer were described. While relational themes are present, so are military metaphors.

This is the first systematic reading of The Knack of Selling that has been produced. It is an important contribution to the literature inasmuch as this book set is not in wide circulation. The material itself was significant as an input into scholarship subsequently hailed as seminal within sales management.

Briefly reviews previous literature by the author before presenting an original 12 step system integration protocol designed to ensure the success of companies or countries in their efforts to develop and market new products. Looks at the issues from different strategic levels such as corporate, international, military and economic. Presents 31 case studies, including the success of Japan in microchips to the failure of Xerox to sell its invention of the Alto personal computer 3 years before Apple: from the success in DNA and Superconductor research to the success of Sunbeam in inventing and marketing food processors: and from the daring invention and production of atomic energy for survival to the successes of sewing machine inventor Howe in co‐operating on patents to compete in markets. Includes 306 questions and answers in order to qualify concepts introduced.

In the fall of 2014, Chad Kartchner, senior manager of marketing and product management at Honeywell Aerospace (HA), pondered how technology could transform the way aircraft were maintained. He had heard a lot of buzz about cognitive analytics, an artificial intelligence term referring to the use of computer models and algorithms to simulate human thought through self-learning systems, data mining, pattern recognition, and natural language processing. The sheer volume of parts and the time-sensitive nature of repairs in the aviation industry made it complicated to identify problems and address them quickly.

Kartchner contemplated the options for updating HA's ground-based maintenance system. Should he emulate HA's state-of-the-art on-board system for an entire aircraft or try something new? Emulating the on-board system, which HA developed internally, would be an easy sell to leadership given internal buy-in and satisfaction with the on-board system, but he contemplated new approaches because he did not want to overlook rapidly emerging technologies. The latter could include crowdsourced features that leveraged the abundance of knowledge among HA's customers' technicians or a cognitive analytics approach. Even if he could persuade leadership to try a new cognitive analytics approach, should HA partner with an established entity or work with a relatively unproven startup who promised lower cost, better features, and quicker turnaround to develop a new system?

Students will step into the shoes of Kartchner as he leads the internal discussion on whether and how to tap into the benefits of cognitive analytic solutions for Honeywell Aerospace and its customers.

This paper aims to explore how chief executive officers (CEOs) and C-suite marketing executives (chief marketing officers [CMOs], chief customer officers [CCOs], chief branding officers [CBOs], etc.) talk about marketing concepts to better understand how marketers can more effectively articulate their value and increase their strategic influence within the firm.

Artificial intelligence-enabled computerized text analysis was used to identify and weight keywords from 266 CEO and C-suite marketing executive interviews. Custom marketing concept dictionaries were used to gauge overall marketing focus.

The analysis revealed opportunities for C-suite marketers to align specific marketing concepts with that of CEOs for increased strategic influence. Comparisons between C-suite marketing roles showed that CMOs are more focused on marketing strategy than specialized C-suite marketing positions, such as CCO and CBO. This points to a potential decrease in strategic impact for marketing executives dependent on the specialization of their position.

Using IBM Watson’s black-box artificial intelligence may limit the ability to replicate results from the content analysis; however, the results identify important ways that marketing executives can use to increase their ability to articulate their value within the firm.

C-suite marketing executives who want to increase the strategic alignment of their role with their firm must pay close attention to the marketing concepts they talk about, and how those align with their CEO’s marketing knowledge. The creation of specialized C-suite marketing roles may unintentionally limit the strategic thinking and firm-level impact of marketers.

This paper represents the first use of artificial intelligence-enabled computerized text analysis to explore and compare executive speech acts to help increase marketing’s influence in the firm. It is also the first to explore differences in marketing concept use between C-suite marketing roles.

Information overload is a norm in the era of big data. The threats and opportunities presented to organizations, institutions, and individuals have only increased in their volume and velocity. This chapter looks at how an individual’s scanning of environmental and external information is affected by bias. The term subscriber or subscription bias is introduced. Tools for increasing the speed of processing large new data relationships through visualization are evaluated. Additionally, the role and benefit of Cognitive Analytics in presenting fresh insight, as well as its role in mitigating publication and other biases, is reviewed. Last, some of the networked world tools and web services available to researchers and practitioners are considered in terms of how these emerging offerings can enhance productivity and their human capital with reusability of data and reproducibility of results.

Bill Gates, who feels that with respect to Windows and CDROMs, he overestimated in the short‐run, and underestimated in the long‐run, would probably expect Broadband Network Technology (BNT) to arrive in less than a decade. No matter when BNT arrives, there is a fundamental question that has to be raised and answered, which is the theme of this chapter: the UTILIZATION of the exploding multimedia content of the Information Superskyway. How will people USE 1,000 times the current content, arriving 1,000 times as fast? We discuss nine imperative issues of utilization. (1) Use of Content on the Information Superskyway. More than 20 years before IT became a household word, the US National Science Foundation issued a Request for Proposal entitled: “Systems Approach to Evaluate the Use of Science and Technology Information in the Electronic Alternative to Paper‐based Communication.” The same approach is germane toward the use of the entire IT content today. (2) Use of IT Data in Corporate Decision‐Making. In 1972, IBM headquarters removed the computer consoles placed next to the desk of senior executives because the computers were hardly used in two years. How can nonuse be avoided? (3) Networks obsoleting skills, structure. The fusion of computers and communications empowers all the workers to form, dissolve, and re‐form networks based on their relative competitiveness. With the ability to source globally, virtual corporations can be formed, dissolved, and re‐formed based on their competitiveness and credibility. (4) Significant resource commitment to unproven technology. With the very survival of Great Britain at stake, the non‐specialist Churchill had to lay all the technology eggs in the single basket called the “radar,” trusting that “the promises made by our scientists for the still unproven radar would be kept.” It would remain unproven for four years yet. (5) Sensitivity of significant resource commitment to technology forecast. Far more tenuous than the “promises for radar” was Einstein's opinion that nuclear‐energy could be released. Roosevelt launched the atomic bomb project on that opinion. Had he sought a second opinion from an eminent physicist like Niels Bohr, he would have questioned Einstein's opinion as scientific arm‐waving. (6) Sensitivity of significant resource commitment to technology‐generated market forecast. Churchill's reliance on Lindemann for technology advice is echoed in IBM CEO Watson's reliance on Birkenstock. In 1948, the latter encouraged the former to stand up against Watson, Sr. and abandon punch cards for magnetic tape. In 1956, he persuaded Watson, Jr. to negotiate with Texas Instruments to cut down the price of IC to $1.50, making it economically feasible to use IC in System/360. (7) Protection of Primogeniture of Ideas on the Internet. In order not to inhibit the inventor from collaborative interactions, the paternity of seminal ideas has to be unambiguously established when interactive exchanges are instantaneous, as on the Internet. (8) Inter‐disciplinary (synergistic) linguistics. The prerequisite to any inter‐disciplinary communication is the ability of each to understand one language in addition to one's own discipline. A truly inter‐disciplinary language would enable those in different disciplines to communicate with everyone else, enabling synergy to be generated. (8) Putting the Content in the Context. The explosion of instantaneous data racing thousand times as fast as at present is sand without substance, unless the symbols written in sand are given substance by the context of the decision‐maker. The data should be ordered and processed to answer questions of the type: Must I expand the external boundaries; if so, in which direction? Must I expand the internal boundaries; if so, in which direction?

In spite of highly publicized competitions where computers have prevailed over humans, the intelligence of computer systems still remains quite limited in comparison to that of humans. Present day computers provide plenty of information but lack wisdom. The purpose of this paper is to investigate whether reliance on computers with limited intelligence might undermine the quality of the education students receive.

Using a conceptual approach, the authors take the performance of IBM's Watson computer against human quiz competitors as a starting point to explore how society, and especially education, might change in the future when everyone has access to desktop technology to access information. They explore the issue of placing excessive trust in such machines without the capacity to evaluate the quality and reliability of the information provided.

The authors find that the day when computing machines surpass human intelligence is much further in the future than predicted by some forecasters. Addressing the problem of dependency on information technology, they envisage a technical solution ‐ wiser machines which not only return the search results, but also help make them comprehensible ‐ but find that although it is relatively simple to engineer knowledge distribution and access, it is more difficult to engineer wisdom.

Creating computers that are wise will be difficult, but educating students to be wise in the age of computers may also be quite difficult. For the future, one might explore the development of computer tools that demonstrate sensitivity to alternative answers to difficult questions, different courses of action, and their own limitations. For the present, one will need to train students to appreciate the limitations inherent in the technologies on which they have become dependent.

Critical thinking, innovation, and wisdom require skills beyond the kinds of answers computers give now or are likely to provide in the coming decade.

Studies five successful chief ’ntrepreneur officers (CNOs) together with one failure. Looks at why the CNO is indispensable. Presents 36 characteristics of CNOs across six groups: eagerly embracing risk, passionately innovating, creating/harnessing disequilibria, empowering the middle management, empowering top management with complementing industry product and participants and with complementing capital products and providers. Uses numerous case studies to demonstrate theory and provide a number of questions and answers.

Road trauma remains a significant concern internationally. Traffic crashes rank within the top three leading causes of death for individuals aged between 15–44 years old, with nonfatal casualties occurring at around 30 times the rate of fatal incidents. Historically, road safety research has not captured factors relating to driving purpose. However, more recently, researchers have focused on the importance of driving for work. Over a third of traffic volume represents commuting or driving in the line of employment; improving workplace road safety practices represents a tangible way of reducing road trauma. This chapter considers the link between safety culture and best practice in workplace road safety. It is argued that best practice is not a term to define individual safety practices, but a system of practices that create a culture of safety. This research uses data collected on organizations workplace road safety practices within the Australian context. This data has been collected by the National Road Safety Partnership Program (NRSPP); an initiative that constitutes a network of organizations and academics working together to develop a positive road safety culture. Twenty-four case studies are presented of organizations that have implemented workplace road safety programs to improve their safe driving culture. Qualitative analysis was conducted to systematically categorize the safety initiatives and their indicators of success. Almost all case studies expressed the importance of developing a safety-first culture in the workplace. Third-party regulation, internal policy and corporate social responsibility form the foundation of workplace safety. However, it was the culture and attitude towards the safety initiatives that achieved effectiveness in the long-term. The findings of this research support the argument that best practice is best achieved when integrated within a culture that values and prioritizes safety, rather than implemented in isolation to other elements in the workplace system.