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Published by: Harvard Business Publishing
Published in: "Harvard Business Review", 1993

Abstract

Edward R. McCracken''s company, Silicon Graphics, Inc., is not only coping with rapid change and chaos, it is thriving. James H. Clark, who founded the company in 1982, brought three-dimensional, moving images to the previously two-dimensional world of computer graphics. Silicon Graphics has added digital audio and video capabilities to its array of machines. While many believe that high-tech products are becoming commodities, McCracken believes in designing products to meet the needs of his best and brightest customers. While many companies in the high- tech industry are reacting to market chaos by trying to keep up with or stay just ahead of the pack. McCracken thinks the key to competitive advantage is to be the one producing the chaos. The key to being a chaos producer is being an innovation leader.

About

Abstract

Edward R. McCracken''s company, Silicon Graphics, Inc., is not only coping with rapid change and chaos, it is thriving. James H. Clark, who founded the company in 1982, brought three-dimensional, moving images to the previously two-dimensional world of computer graphics. Silicon Graphics has added digital audio and video capabilities to its array of machines. While many believe that high-tech products are becoming commodities, McCracken believes in designing products to meet the needs of his best and brightest customers. While many companies in the high- tech industry are reacting to market chaos by trying to keep up with or stay just ahead of the pack. McCracken thinks the key to competitive advantage is to be the one producing the chaos. The key to being a chaos producer is being an innovation leader.

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