Tom Kosnik

RESEARCH AND PUBLICATIONS

1. Books, Articles, Chapters, and Working Papers
2. Kosnik’s Criteria for Selecting Projects, Executive Education and Consulting Engagements
3. Kosnik's Best Cartoon and Funny Books Bibliography

Books, Articles, Chapters, and Working Papers

Bonoma, Thomas V., and Thomas J. Kosnik (1990), Marketing Management, Text and Cases, Richard D. Irwin, Homewood, IL.

Burgelman, Robert A., Kosnik, Thomas J., and Van den Poel, Martine (1988), “The Innovative Capabilities Audit Framework", in Burgelman and Maidique, Strategic Management of Technology and Innovation, R. D. Irwin, Homewood, IL.

Kosnik, Thomas J., and David B. Montgomery, (1994) “Cross-Cultural Strategic Alliances and Business Partnerships in the Information Technology Industry: Can Trust be Achieved in a Polygamous World?”Stanford Graduate School of Business Working Paper.

Kosnik, Thomas J., (1991), “Designing and Building a Corporate Reputation,” Design Management Journal, (January).

Kosnik, Thomas J., (1989) “Perennial Renaissance: The Challenge of Marketing in High-Tech Settings," in Von Glinow, Mary Ann, and Susan Mohrman, Eds. Managing High Technology Industries, Systems, and People, Oxford University Press, NY.

Kosnik, Thomas J. (1988) “Stumbling Blocks to Global Strategic Alliances," Systems Integration Age, (October).

Kosnik, Thomas J., (1986) “Flexibility Seeking and Delay: The Effects of Ambiguity of Preference and Experience on Selecting a Short List," unpublished working paper.

Kosnik, Thomas J., (1979), “Aiming for the Right Company: Alternative Strategies for Recruitment", Advanced Management Journal, (Winter), 52-57.

Kosnik, Thomas J., (1979), “Choosing from Among Job Offers", Advanced Management Journal, (Spring), 44-54.

Moriarty, Rowland T. and Kosnik, Thomas J., (1989) “High-Tech Marketing: Concepts, Continuity, and Change," Sloan Management Review, (Summer).

Quelch, John A., Robert J. Dolan, and Thomas J. Kosnik (1993), Marketing Management, Text and Cases, Richard D. Irwin, Homewood, IL.

Rossotti, Charles O., and Kosnik, Thomas J. (1991), “Creativity Behind the Scenes: Personal Insights on Innovation in the Software Industry,” Design Management Journal, (Summer). 14-18.

Course Development: Notes

Dickerson, Joyce L., Thomas J. Kosnik, and William C. Lazier (1992, 1995), “From Airlines to Theme Parks: The General Manager's Guide to Marketing,” (A chapter for an upcoming book by William Lazier and Jim Collins).

Drumwright, Minette and Thomas J. Kosnik (1989), “Marketing Strategy Formulation," HBS Case Services #N9-590-001.

Kosnik, Thomas J. (1989), “Corporate Positioning: How to Assess Build--A Company's Reputation," Harvard Business School Case Services #N9-589-o87

Kosnik, Thomas J. (1986), “Strategic Planning: What Goes on Behind Board Room Doors?" in Strategic Account Management, Spectrum Training Corporation, Lynfield, MA.

Kosnik, Thomas J., and Eric Joachimsthaler (1988), “The Optical Distortion New Product Forecasting Model," with accompanying computerized model in Lotus 1-2-3, HBS Case Services #N9-588-079.

Moriarty, Rowland T., and Thomas J. Kosnik (1987), “High-Tech vs. Low-Tech Marketing: Where's the Beef?" HBS Case Services #9-588-012.

Stein, Ellen, Iansiti, Marco, and Kosnik, Thomas J. (1994), ªProduct Development: A Customer-Driven Approach,” HBS Case Services #N9-695-016.

Sultan, Fareena, and Thomas J. Kosnik (1989), “Marketing Situation Assessment," HBS Case Services #N9-590-006.

Course Development: Cases and Teaching Notes

ACCESS an ACCESS Systems America (2002) With Katherine Barr) STVP-2002-003

Achieva.com: Strategic Decisions in an Educational Startup (2001) (with Daria Wagganer and Marilyn Kourilsky) Kauffman Center for Entrepreneurial Studies

Airify Communications: The Wireless Router Company (2002) (With Sei Wei Ong) STVP-2002-002

Aurora Lotion (under Gale) (1978), in Gale, Borden, and Jeannet (1986), Cases in International Marketing, Prentice-Hall, Engelwood Cliffs, NJ.

Aurora Lotion Teaching Note (1978) in Gale, Borden, and Jeannet (1986) Cases in International Marketing Instructors Manual, Prentice-Hall, Englewood Cliffs, NJ.

Boston Fights Drugs (A) and (B) Teaching Note (1988), HBS Case #5-589-006.

Center for Women in Enterprise (with Natalie Zakarian) HBS Case # 9-597-067.

College Kids 1999: Fund Raising on a Shoestring Budget (with Jay Preston and Daria Wagganer), Stanford Technology Ventures Program Case STVP-1999-001.

Erox Corporation: Leverage Marketing, (with Gary Smith) (1996), HBS Case # 9-596-046.

Heidi Roizen Inc. (with Daria Wagganer), Stanford Technology Venture Program Case STVP1998-001.

HP ITIO: Internet Startup in a Hardware Giant (1999) (With Sweta Sarnot) STVP-1999-008

Manac Systems International, Ltd. (1986), HBS Case #9-587-076.

Manac Systems International Teaching Note (1988), HBS Case #5-589-073.

Medical Equipment (A) (under Burgelman) (1983), in Burgelman and Maidique (1988) Strategic Management of Technology and Innovation, R. D. Irwin, Homewood, IL.

Microsoft Corporation: The Introduction of Microsoft Works (1987), HBS Case #9-588-028.

Microsoft Corporation: the Introduction of Microsoft Works Teaching Note (1988), HBS Case #5-589-007.

Microsoft Kanji Works (1992), Stanford Case S-M-270 (with Keith Cross).

Microsoft Kanji Works - Teaching Note (1992), Stanford Case S-M-270 (TN).

Microsoft LAN Manager (1990) (with Keith Cross), Stanford Case S-MT-11.

Mitali Dutta: Career Crossroads (1998) (with Daria Wagganer), Stanford Technology Ventures Program STVP-1998-007.

New Marketing Imperatives (NMI) Video Launch (1994), (Stanford SoE Case).

Note on the Global Motorcycle Industry - 1995 (1998) (with Duco Pasmmij, Daria Sander Wagganer,and Brandon Wu) Stanford Technology Venture Program Case STVP1998-002.

Optical Distortion (A) and New Product Forecasting Model Teaching Note (1988), HBS Case #5-589-005.

Palm Computing: The Pilot Organizer (1998) (with Raj Atluru and Kevin Wasserstein) HBS Case #9-599-040

pc:Order: Revolutionizing a Channel (1999) (with Sandeep Punater) STVP-1999-007

Progressive Artists Open Systems (PAOS): Metapreneurs in Corporate Identity (with Julie Usher), (1996) HBS Case # 9-597-068.

Round Table Group at a Crossroads: Market Maker or Market Driven? (with Tasha Evans Beachamp) STVP 1999-003.

Round Table Group at the Millenium: What’s Next? (With Russ Rosenzweig), STVP 2000-001.

SmithKline Consumer Products: The CONTAC Relaunch (with Jennifer Lai), (1988), HBS Case # 9-588-046.

SmithKline Consumer Products: The CONTAC Relaunch Teaching Note (1988), HBS Case # 5-589-016.

Software Architects (A) (under Burgelman) (1983), in Thompson and Strickland, (1984), Strategic Management: Concepts and Cases, Burgelman and Maidique (1988), Strategic Management Or Technology and Innovation, R. D. Irwin, Homewood, IL.

Software Architects (A) Teaching Note (1984) Stanford GSB Case # S-M-225A (TN).

Software Architects (B) (under Burgelman) (1983), Stanford GSB Case # S-M-225B.

Software Architects (B) - Teaching Note (1984), Stanford GSB Case # S-M-225B (TN).

Stanford Technology Management Society (STEMS) (1993): (Stanford SoE Case).

Transcape Corporation: (with David Frampton) (1995), HBS Case # 9-596-047.

Trilogy Software: The Selling Chain (1999) (with Sweta Sarnot), HBS Case #9-899-150

Visio Corporation: A Visual Adventure (1998) (with Tasha Evans-Beauchamp), Stanford Technology Ventures Program STVP-1998-003

Xerox Corporation: Customer Satisfaction Program - Teaching Note (1992), (with John A. Quelch), HBS Case.

Yahoo! (A): 1st Round Financing (1998) (with Michael Chang and Matt Garman) Stanford Technology Ventures Program Case STVP-1998-005.

Yahoo! (B): Softbank asks for a Strategic Stake (1998) (with Matt Garman and Michael Chang), Stanford Technology Ventures Program Case STVP-1998-006

Yahoo! (C): Merchant Partnerships (1998) (With Michael Chang), Stanford Technology Ventures Program STVP-1998-004

Conference Presentations

Kosnik (1996), “Real Time Listening To Customers,” Silicon Valley Roundtable, September.

Kosnik (1992a), “How to Penetrate New Markets,” Stanford Alumni Association Breakfast Briefings Series, November.

Kosnik, (1992b), “The Role of Leadership in Higher Education: Challenging Existing Paradigms,” Keynote Address, American Management Systems College and University Systems Group Users' Conference, April.

Kosnik (1989), “Nurturing Creativity Under the Gun: Paradoxical Lessons From Life in the Fast Lane," Center for Creative Leadership Research Colloquium.

Kosnik (1988a), “The Spin-off Phenomenon: Why Do Some Innovations Phenomenon to New SBUs, While Others Lead to New Companies?" TIMS/ORSA Spring Conference.

Kosnik (1988b), “Learning to Lead: Alternative Rites of Passage to Leadership in the 1990s," Center for Creative Leadership Research Colloquium.

Kosnik, Thomas J., and Rowland T. Moriarty, (1988) “High-Tech vs. Low-Tech Marketing: What's the Difference?" AMA Research Workshop, Research at the Marketing-Entrepreneurship Interface Proceedings.

Back to top

Kosnik’s Criteria for Selecting Projects, Executive Education and Consulting Engagements

1. Does this Support or Detract from My Writing Projects?

• Crossing the Chasm X.0 (Online Website, Blog and Wiki Target ship date in Q3 2009)
• Circles of Influence (Book Target ship date for manuscript to publisher October 31, 2009)
• Accelerating Green Global Ventures (HBR Article, Target submission date in 2010)
• Dynamic Positioning and Brand Building (HBR Article, Target submission date in 2010)
• New series of case studies clean tech social ventures: Clean Tech Open; True Green: Palau: Green Hotspots on Pacific Rim
• Publishing the STVP Case Collection via Harvard Business Online: Target Submission date, July 31, 2009)
• Designing Systems that Summon the Spirit (Book Target submission date in 2011 or 2012)

2. Financial Return for Projects Outside Stanford

• What is my cash flow in 2009-2010 from this use of my time?
• What is the outflow of my scarcest resources (my time, cash) for this project?
• Will the company pay my market rates? (Cash or equity based compensation)
• If equity compensation is involved, how certain is my financial return?
• Is Jill (my spouse, and CFO) enthusiastic about my investing time in this venture?
• How long must we wait for a financial return? (Be wary of payoffs longer than 3 years out.)

3. Strategic Fit of Opportunity with My Vision & Core Competencies

• Will the engagement serve my purpose? (Peace Corps in the Lands of the Rich & Famous on the Pacific Rim.)
• Am I the person most qualified to do the work?
• Does the project leverage my prior expertise and industry knowledge?
• Does it help me to develop my skills and character in a strategic target area?

4. Strategic Fit with my Existing Web of Relationships

• Is there a potential conflict of interest, in my role as a Stanford consulting faculty member?
• Are there potential conflicts of interest with other current business relationships?
• Are there potential synergies/alliances with other firms in my network?
• Are engagement locations in my target innovation clusters?
• Microwave: Silicon Valley, Singapore, Stockholm/Sigtuna, Palau, Sydney, Beijing, Hong Kong, Shanghai, Copenhagen, Ho Chi Minh City
• Front Burner: Boston, Brunei, Dallas, DC Beltway, Hanoi, La Jolla, Los Angeles, Maui, Seattle, Vancouver, BC
• Back Burner: Bali, Bangalore, Charlottesville, Honolulu, Kuala Lumpur, Lausanne, London, NYC, Philadelphia, Portland, Victoria, BC
• Top 10 Vacations: Palau, Humpbacks/Tonga, Fiji, Heron Island, Minke Whales/Great Barrier Reef, Whale Sharks/Holbox, Bonaire, Galapagos, Maui, Belize Other
• Old Favorite Vacations: Alaska, Bora Bora, BVI, Cancun, Grand Cayman, Hawaii, Kauai, Lanai, Mendocino, Punta Mita, Queen Charlottes, Rehoboth, Roatan, Seychelles, Tahiti, Tomales Bay, Truk, Yap
• New Spots: Amazon, Bali, Brunei, Kangaroo Island, Mayan Riviera, Phu Khet, Redang Island, Sempora, Malaysia
• Will I work with the CEO and leaders in marketing, product mgt., sales, engineering, IT, and Recruiting/leadership dev?
• Do I have a trustworthy relationship with investors and members of the Board of Directors?
• Will the key people complement my Global Leaders, Entrepreneurs, and Altruists Network (GLEAN)?

5. Quality of the Market Opportunity

• Is there a latent market opportunity that could be in the hundreds of millions or billions of $?
• Is the company capable of being a market maker, given the right choice of partners in the food chain?
• Can we manage the market risks?
• If the company comes in second or third, is there a viable exit strategy?

6. Credibility and Creativity of The People

• Have the key stakeholders in the opportunity earned my trust?
• Do the key people have the key technological, functional, and industry skills? Leadership skills?
• Do they have a sense of humor?
• Are there women and global citizens in some key leadership roles?
• Do people have experience and networks in my target innovation clusters? (See list in part 4.)

7. Philanthropic Synergy

• Will the company fund GLEAN research and global student learning initiatives?
• Will the company support Clean Tech Open and GLEAN Palau, and Green Innovation Showcase in Palau?
• Will the company support BASES, NUSEA, NOC Alumni, Stanford Women in Business, Energy Crossroads?
• Will the company support Stanford SoE, MS and E, STVP, SCPD, and/or NUS Enterprise?

Back to top

Kosnik's Best Cartoon and Funny Books Bibliography

Adams, Scott (1991) Build A Better Life By Stealing Office Supplies, Topper Books, New York, NY

Adams, Scott (1992) Always Postpone Meetings with Time-Wasting Morons, Topper Books, New York, NY

Adams, Scott (1993) Clues for the Clueless, Andrews and McMeel, University Press, Kansas City, MO

Adams, Scott (1994) Shave the Whales, Andrews and McMeel, University Press, Kansas City, MO

Adams, Scott (1995) It's Obvious You Won't Survive By Your Wits Alone, Andrews and McMeel, University Press, Kansas City, MO

Adams, Scott (1995) Bring me the Head of Willie the Mail Boy, Andrews and McMeel, University Press, Kansas City, MO

Adams, Scott (1996) Still Pumped from Using the Mouse, Andrews and McMeel, University Press, Kansas City, MO

Adams, Scott (1996) Casual Day has Gone Too Far, Andrews and McMeel, University Press, Kansas City, MO

Adams, Scott (1998) I’m not Anti-Business, I’m Anti-Idiot, Andrews and McMeel, University Press, Kansas City, MO

Ayres, Alex (1987) The Wit and Wisdom of Mark Twain, Meridian Book, New York, NY

Bender, Texas B. (1992) Don't Squat With Yer Spurs On!, Peregrine Smith Books, Salt Lake City, Utah

Bloch, Arthur (1991) The Complete Murphy's Law, Price Stern Sloan, Los Angeles, CA

Fagan, Peten and Mark Schaffer, (1992), Office Humor II, Harmony Books, NY.

Franklin, Benjamin (_____) Wit and Wisdom, Peter Pauper Press, Inc., White Plains, NY

Gardner, John W. and Francesca Gardner Reese (1975), Quotations of Wit and Wisdom: Know or Listen to those who Know, WW Norton Company, New York, NY.

Grimes, John (1993, 1992, 1991, 1990, 1989, 1988) Reality Check, Ten Speed Press, Berkeley, CA.

Groening, Matt (1993) Bart Simpson's Guide to Life, Harper Perennial, Inc., New York, NY

Kliban, B (1975), Cat, Workman Publishing, New York, NY.

Leno, Jay (1989), Headlines, Warner Books, Inc., New York, NY.

Leno, Jay (1990), Headlines, Warner Books, Inc., New York, NY.

Larson, Gary (1979) The PreHistory of The Far Side: A 10th Anniversary Exhibit, Andrews and McMeel, University Press, Kansas City, MO

Larson, Gary (1980) The Far Side Gallery, Andrews and McMeel, University Press, Kansas City, MO

Larson, Gary (1984, 1985, 1986) The Far Side Gallery 2, Andrews and McMeel, University Press, Kansas City, MO

Larson, Gary (1984, 1985, 1986, 1987, 1988) The Far Side Gallery 3, Andrews and McMeel, University Press, Kansas City, MO

Larson, Gary (1989) The Prehistory of The Far Side: 10th Anniversary Edition, Andrews and McMeel, University Press, Kansas City, MO

Larson, Gary (1992) Cows of Our Planet, Farworks, Andrews and McMeel, University Press, Kansas City, MO

Larson, Gary (1993) The Far Side Gallery 4, Andrews and McMeel, University Press, Kansas City, MO

Larson, Gary (1994), The Chicken are Restless, FarWorks, Andrews and McMeel, University Press, Kansas City, MO

Larson, Gary (1995) The Far Side Gallery 5, Andrews and McMeel, University Press, Kansas City, MO

Larson, Gary (1998), There’s a Hair in my Dirt! A Worm’s Story, Harper Collins, New York, NY.

Long, John (1990), The Moos Brothers: Read Naked, A Long Overdue Book, Pocket Books, New York, NY.

Long, John (1997), Welcome to Lumpy Gravy, A Long Overdue Book, Pocket Books, New York, NY.

National Lampoon's (1992),Truly Tasteless Cartoons The Best of the Worst , Contemporary Books Inc., Chicago, IL

Novello, Don (1992), Citizen Lazlo!, Workman Publishing, New York, NY.

Novello, Don (1992), The Lazlo Letters, Workman Publishing, New York, NY.

Schulz, Charles M. (1981), Things I learned After It Was Too Late (And Other Minor Truths), Henry Holt and Company, New York, NY.

Tennant, Rich (1992), The 5th Wave, Andrews and McMeel, University Press, Kansas City, MO

Tennant, Rich (1995), Version 2.0: More BYTE-ing Humor from the 5th Wave, Andrews and McMeel, University Press, Kansas City, MO

Vilensky Laine, David Holmes and Jeff MacNelly, (1991), Freezer Burn: Oxymorons and Other Contradictions of Everyday Life, Ballantine Books, NY.

Watterson, Bill (1994) Homicidal Psycho Jungle Cat: A Calvin and Hobbes Collection, Andrews and McMeel, University Press, Kansas City, MO

Weiss, Daniel (1991), The Great Divide: How Females and Males Really Differ, Poseidon Press, New York, NY.

Back to top