Newgames: Strategic Competition in the PC Revolution(v. 1 Technology, Innovation, Entrepreneurship and Competitive Strategy)

Newgames are fundamental changes in the conditions of competition and in the way in which we organize our businesses. They involve the creation of new concepts and new ways of thinking about the world around us, whether we be competitors or customers. Such newgame environments can be created by step changes in technology, economics, social behaviour or political and legal conditions. One of the most dramatic newgames to occur during the last quarter of this century has involved the application of microelectronics technology to the development of the personal computer. This book provides a unique analysis of how the personal computer industry came into being and how strategic competition evolved from its early days up to the present. Looking at winners and losers, it includes consideration of the United States, West European and Pacific Rim markets and discusses how the industry is now forming a global marketplace. In addition. it explains why the overall global computer industry is now going through major restructuring as a result of the "downsizing”" phenomenon. It also points the way to yet more newgames in the wake of the rapid convergence taking place between the computer, telecommunications and consumer electronics industries and their respective markets. However, this book not only provides analysis, but also introduces some new tools and frameworks for thinking about strategic competition and how it evolves over time. In particular, it points to the differences between newgame and samegame strategies and impresses on one that strategic competence in a newgame environment involves much more than leadership in high technology. Instead it recommends significant investment in customer awareness and service, together with rethinking, and redesigning organisation structures and systems. Thus it provides lessons for executives beyond the boundaries of the computer industry, and can be read by all managers and students interested in any industry facing newgame environments.

Table of Contents:
Foreword by John Sculley, Chairman of Apple Computer. Series Editors' Preface. Author's Preface. Acknowledgements. List of Figures. List of Tables. Conceptual Frameworks. Personal Computer Technology. The Early Stages. From Take-Off to Growth. Entry of the Giants and Legitimisation. From Consolidation to Maturation and Saturation. The Evolution of International Competition. Reflections, Patterns and Conclusions. Towards the Future. Epilogue. Notes. Glossary of Technical Terms. Bibliography. Index.

Review :
John Sculley, Chairman of Apple Computer, Inc. Although it was a combination of products and services that spawned the information revolution, the most significant of these was the personal computer. In tracing the evolution and production of the first and subsequent personal computers, Dr Steffens examines the conditions that were necessary to transform the early personal computer from a toy for hobbyists into a force that has fundamentally changed the way the world conducts its business. His discussion of 'Newgames' helps to explain how it is by rethinking the basic rules of the game that organisations will succeed in the Information Age. Newgames Peter Bonfield, Chairman and Chief Executive, ICL PCL A comprehensive review of how the PC market has developed, with an analysis of all the significant players, and a detailed account of the development of the market from a product marketing perspective. Robert Corrigan, IBM Vice President, President, IBM Personal Computer Company The dynamics of the personal computer industry over the years are like no other. 'Newgames' chronicles the forces of change - emerging companies, industry giants in transition, information technologies, channels and global competition - in a thoughtful and intelligent manner. Michael Dell, Chairman and Chief Executive Officer, Dell Computer Corporation A remarkable examination of the growth and maturation of our industry, and the technological, competitive, strategic and economic forces that have shaped it. Dr Steffens has shown that in just a few short years, our industry has provided an array of case studies and lessons we and other high-growth industries can revisit and draw upon for decades to come. Enrico Pesatori, Vice Presient and General Manager, Digital Equipment Corp. A comprehensive work! Must reading for anyone who needs to know where the personal computer industry has been, and more importantly, where it may be going. Tadahiro Sekimoto, President, NEC Corporation Dr Steffens' book is a 'must read' for those both in the PC Industry, and those outside it. His NEWGAME/SAMEGAME/ENDGAME theory is highlighted in his detailed analysis of the short and stormy history of the PC industry. Bruce Stephen, Director, International Data Corporation Dr Steffens's comprehensive and insightful analysis lends important historical perspective to one of the world's most exciting, accelerated and dynamic of markets - the personal computer industry. His theories of the new business models in the PC industry, are valuable for anyone attempting to understand the forces of change at work in a complex global market. Newgames: Strategic Competition in the PC Revolution stands out as one of the best works yet on the computer industry. Computer Business Review Stephen Chen, Imperial College It is...refreshing to have a book that discusses cases of failure as well as success as it is often the failures that provide the most valuable lessons for managers. Much management literature focuses solely on supposed examples of excellence and the author is to be commended for not falling into this trap...the book is well worth reading for a number of reasons...it fills a gap in the market for high quality analysis of an undoubtedly important global industry...the author's theory of industries following a newgame- samegame-endgame pattern in their development raises some interesting questions about appropriate strategies in different stages of industry development...it provides important lessons for strategists and planners in all industries about restructuring value chains and developing 'newgame' strategies... There are some gems in the cases described that would serve as good case studies for MBA students and for practising managers. International Business Review