McKenna is included in the San Jose Mercury News' Millennium 100 as one
of the 100 people who made Silicon Valley what it is today.
McKenna has written and lectured extensively on the social
and market effects of technological change advancing innovations
in marketing theories and practices.
McKenna and his firm worked with a number of entrepreneurial
start-ups during their formation years including: America
Online, Apple, Compaq, Electronic Arts, Genentech, Intel,
Linear Technology, Lotus, Microsoft, National Semiconductor,
Silicon Graphics, 3COM, and many others. McKenna helped launch
some of the most important technological innovations of the
last thirty years including the first microprocessor (Intel
Corporation), the first personal computer (Apple Computer),
the first recombinant DNA genetically engineered product (Genentech,
Inc.), and the first retail computer store (The Byte Shop).
In the last decade, McKenna consulted on strategic marketing
and business issues to industrial, consumer, transportation,
healthcare, and financial firms in the United States, Japan,
and Europe. McKenna continues to be involved in high tech
start-up companies through his venture activities.
McKenna pioneered many of the theories and practices of technology marketing that have become integrated into the marketing mainstream. Some of these include:
McKenna has written five books on technology business strategies
and marketing. His first two books were: The
Regis Touch and Who's Afraid of Big Blue. His third book,
Relationship Marketing, published
in 1992, focuses on the interactive relationships vital to market
acceptance in the "Age of the Customer." Real
Time, Preparing For The Age Of The Never Satisfied Customer,
was published by Harvard Business Books in 1997. This book analyzes
the effects of technology on the marketplace and describes how
high-speed electronics enables ready access to information,
products and services and in the process, generates increased
expectations for immediate satisfaction. His most recent book,
TOTAL ACCESS, Giving Customers What They
Want in an Anytime, Anywhere World, published by Harvard Business
School Press in March 2002, addresses the future of marketing
as computers and the network do most of the work, from data
gathering to customer care and response. The marketing function
disappears into a network of relationships and responsibilities
between man and machine throughout the value chain. Total consumer
access to-and interaction with-the marketplace replaces the
archaic broadcast model.
- The process of diffusing technology across various classes of users
ranging from innovators to early adopters to late adopters
and laggards and the corresponding evolution of the "whole
product." (The Regis Touch, 1985).
- The development of industry infrastructure modeling whereby a relatively
small number of "influencers" establish and sustain standards.
- The focus on "intangibles" as the benefits of technology products.
- The development of "other" as a major, growing segment of market share with the result of "choice becoming a higher value than brand."
- His book, Relationship Marketing, was a pioneering work in the concept of one-to-one marketing.
- The development of the concept of "Real Time," whereby technology compresses time (from want or need to zero), creating "the never satisfied consumer.
McKenna has appeared on the television NightLine special on Time, The Jim Leher Report on technology at the Millennium and on The Today Show on venture capital.
McKenna is Chairman of the Board of the Santa Clara
University Center for Science, Technology and Society
and was a founding board member of Smart Valley. He
is a trustee at Santa Clara University, the Advisory
Board of the Haas School of Business University of California
Berkeley and the Economic Strategies Institute. He is
president of the Board of Trustees for The Children's
Shelter Fund of Silicon Valley, an investor and on the
Board of Directors of a number of high technology companies
as well. Formerly McKenna was on the International Advisory
Board of Toyota Motor Company.
Born and raised in Pittsburgh, Pennsylvania, McKenna attended Saint Vincent College and is a liberal arts graduate of Duquesne University.
In 1962, he moved to Silicon Valley. In 1965, he joined the marketing department of General Micro Electronics, the first company to develop and market commercial MOS (metal oxide semiconductor) products, the basis for much of today's electronics technology.
He joined another start-up, National Semiconductor, in 1967 where, as Marketing Services Manager, he helped direct National's marketing strategies in the early stages of the company's growth.
Board of Director Seats
- Golden Gate Software (www.goldengate.com)
- GoldenGate Software is the market leader in Transactional
Data Management (TDM) solutions. TDM provides guaranteed
capture, routing, transformation, delivery, and verification
of data transactions across heterogeneous environments
in real time.
- LighUp (www.Lignup.com)
- LighUp provides web-services based VoIP and data
platform enabling system and network integrators,
and service providers to quickly and cost-effectively
assemble differentiated, cost competitive solutions
and services for enterprise customers.
- Nanosys, Inc. (www.nanosysinc.com)
- Focused on the development of nanotechnology-enabled
systems. These systems incorporate zero and one-dimensional
nanometer-scale materials such as nanowires, nanotubes
and nanodots (quantum dots) as their principal active
- Coghead, Inc. (www.coghead.com)
- A simple, powerful new way to create web-based business
applications that can be used by anyone, anytime,
anywhere. Coghead is the one do-it-yourself web application
platform that can handle all of your projects from
beginning to end.
Board of Directors/Trustee - Non-Profit
- Center for the Study of
Science, Technology & Society (www.scu.edu)
Santa Clara University (Chairman)
- Progressive Policy Institute
- Technology, Innovation & New Economy Project
- The Tech Museum (www.thetech.org)
- A cosmopolitan museum singularly focused on technology
- how it works and the way that it is changing every
aspect of the way we work, live, play and learn
- Total Access, Giving Customers What They Want in an Anytime, Anywhere World, Harvard Business School Press, March 2002
- Real Time, Preparing for the Age of the Never Satisfied Customer, Harvard Business School Press, Fall 1997
- Relationship Marketing, Addison-Wesley, 1991
- Who's Afraid of Big Blue, Addison-Wesley, 1989
- The Regis Touch, Addison-Wesley, 1985
McKenna has also published exclusive articles in various Japanese,
Brazilian, British, and French journals.
- Where Technology and Science Meet, co-authored with Jim Koch, STS NEXUS. University of Santa Clara Center For Science & Technology. Vol 1, No. 1. Winter 2001.
- The Choice to Shape The Future, SiliconIndia, Technology & Business Magazine. Special Issue: Business Challenges For the 21st Century. February 2001
- When Marketing Disappears, Gartner Group Business Technology Journal, Millennium Edition, November, 1999
- "Goodbye Stranger, It's Been Nice," ForbesASAP, The Big Issue IV, The Great Convergence, October 4, 1999
- "Forget Me Not," ForbesASAP, The Big Issue - on Time, November 30, 1998
- "Board of a Different Breed," Directors & Boards Magazine, Fall 1995
- "Real-Time Marketing," Harvard Business Review, July-August 1995
- "Stalking the Information Society," Upside Magazine, January 1995
- "Know Thy Customer," OEM Magazine, October 1994
- "Marketing Is Everything," Harvard Business Review, 1991
- "Marketing in an Age of Diversity," Harvard Business Review, 1988
- "Why High Tech Products Fail," The International High Technology Marketing Review, 1987
- And That Has Made All the Difference, Regis McKenna Inc., 1986
- Technology and Freedom, Regis McKenna Inc., 1986
- Word of Mouth Marketing, Regis McKenna Inc., 1986
- "International Competition in High Technology," California Management Review, 1984
- "Sustaining the Innovation Process in America," The Industrial Policy Debate, ICS Press, 1984
- Creating New Retail Markets, Regis McKenna Inc., 1984
- Trees Have Blemishes, But the Forest is Beautiful, Regis McKenna Inc., 1981