Whole World on Fire, by CISAC associate director for research Lynn Eden, received the 2004 Robert K. Merton Professional Award from the Science, Knowledge and Technology section of the American Sociological Association. The award was presented to Eden on Aug. 15 during the association's annual meeting in San Francisco.

The award committee cited the book's merits:

"Whole World on Fire is an ambitious undertaking that examines a critical problem using theory and methods from two fields of sociology: the sociology of science and technology and the sociology of organizations. It is a study of how organizational processes led nuclear scientists to drastically underestimate the damage of a nuclear attack. At a deeper level, it is a study in the social construction of organizational knowledge.

"The question Eden addresses is: How and why, for more than half a century, did the U.S. government fail to predict nuclear fire damage as it drew up plans to fight strategic nuclear war? Eden's research shows that U.S. efforts focused on the damage that would result from the explosion while systematically ignoring the far more damaging effects of subsequent fires. How and why could this 'ignorance' continue until today? . . .

"This book takes a position on an ongoing scientific controversy about the predictability of fire damage and on scientists' current assessments of risk. There is a debate in science and technology studies about whether we should take positions on scientific controversies--that is, on the science itself. Some scholars prefer to leave arguments about the 'science' to the scientists and instead follow the activities and political logics of the various debating parties. In this case, Eden chooses to take a stand on the truth claims of the science in question. As such, Whole World on Fire is a work of intellectual daring.

"To our knowledge, there have been few sociological studies that have penetrated the inner workings of the military establishment. Few sociologists have studied the highest reaches of the social structure, as does Eden in this study. In fact, those of us who study science and medicine usually do our research in university-based laboratories or teaching hospitals--that is, we study people who are in some senses like ourselves.

"While the book addresses a critical issue--that is, nuclear-weapons policy, it is an exemplar of how sociological concepts can illuminate important public issues. Eden's analysis can be readily applied to explaining how decision makers construct relevant and legitimate science to illuminate disasters such as the collapse of the Twin Towers. But what convinced one committee member of the book's power was a recent New York Times article describing the findings of the committee investigating the Iraq War. The Committee reported that the CIA had systematically denied the credibility of numerous reports that Iraq's weapons of mass destruction did not exist, in part because those reports were outside its organizational frame.

"Finally, we all believe that this book will have a major public impact. In addition to its accessible style and meticulous research, the book is often riveting and sometimes chilling. We had thought that by now everyone believed that survivable nuclear war is an oxymoron; that people had filled in their bomb shelters long before the close of the Cold War. That a significant portion of the military establishment still believes that a limited, winnable and survivable nuclear war is possible gave us nightmares. That Eden's book may give people nightmares is only appropriate, given the frightening scenario she presents."

Serving on the award committee were Renee Anspach, Department of Sociology, University of Michigan; Sydney Halpern, Department of Sociology, University of Illinois at Chicago; Kathryn Henderson, Department of Sociology, Texas A&M University; and Joan Fujimura (Chair), Department of Sociology and Robert F. and Jean E. Holtz Center for Science and Technology Studies, University of Wisconsin-Madison.

San Francisco -- Offshoring is just one of many global forces impacting job creation and destruction in the Bay Area and cannot be viewed in isolation from the key trends enabling it, such as globalization, technology-driven improvements in productivity and business disintermediation. Efforts to prevent offshoring will not be successful and are likely to come at considerable economic cost, according to a new study released today.

Sponsored by Joint Venture: Silicon Valley Network, the Bay Area Economic Forum and the Stanford Project on Regions of Innovation and Entrepreneurship (SPRIE), with research and project support from global management consulting firm A.T. Kearney, the study analyzed global trends, regional capabilities and the Bay Area job market.

Findings from the study, the first regionally focused on the Bay Area, were based on 120 interviews, analysis of 9,000 job listings and other primary and secondary research.

The Bay Area already has more experience with globalization and offshoring than other parts of the U.S., the study reports. Bay Area manufacturers earn almost 60 percent of their revenues in overseas markets. Analysis done as part of the study revealed 94 percent of companies in the semiconductor and semiconductor equipment manufacturing and software clusters - two driving sectors in the Bay Area in terms of employment and payroll contribution - are already using offshore resources.

This does not mean all jobs are going offshore. The study also found one-in-four job postings for large companies in those sectors during April 2004 was for positions in the Bay Area.

"The research makes clear that global trends will force continued creation and destruction of jobs in the Bay Area. These trends can't be reversed. Policies and investment should be directed toward helping the region strengthen its core capabilities to compete effectively on a national and global basis" said Sean Randolph, President & CEO of the Bay Area Economic Forum.

The study calls for policymakers to maintain strong support for basic research, invest in education to ensure a competitive local workforce and to address vulnerabilities in the regional business environment including housing, transportation and business regulations that hinder local job creation. Business leaders need to support transition programs and consider investment in local employee development to meet their future job needs.

The study found the Bay Area is losing ground to other regions in the U.S. and overseas in three competitive capabilities: mass production, back-office (transactional) operations and product and process enhancement. The competitive erosion in the latter is new. It appears that the Bay Area is rapidly losing out to other regions in occupations associated with engineering focused on cost reduction, fine-tuning processes and expanding product features. These engineering jobs, along with manufacturing and administration-related occupations, are expected to decline as the skills required for those functions are sourced more cost effectively in other regions of the United States and abroad.

The study also identified five competitive capabilities that investors and business leaders believe are key strengths of the Bay Area. In addition to three capabilities traditionally linked to the region (entrepreneurship/new business creation, research in advanced technologies and bringing new concepts to market), the analysis pointed to two other competitive capabilities not always in the spotlight:

• Cross-disciplinary research - coordinating and integrating advanced learning across industries and scientific disciplines.
• Global integrated management - managing and coordinating globally distributed business functions and networks.

Jobs aligned with these five regional strengths, such as high-level research, strategic marketing and global business and headquarter management activities, are expected to experience solid growth.

"The findings confirm that the region should continue to attract talent and foster innovation, start-up activity and job creation, as technology companies are launched and commercialized," said Russell Hancock, President and CEO of Joint Venture: Silicon Valley Network.

The Bay Area's strengths make the region a leader in job creation in early stages of the business lifecycle, but its weaknesses lead to job growth outside the region in the later stages. As a result, the study says, the Bay Area will continue to incubate and develop new businesses, a process that has historically been the core growth engine for the local job market.

"Companies founded in the Bay Area will typically maintain the majority of their workforce in the region until their first products or services gain market traction and key business processes stabilize," said John Ciacchella, Vice President with A.T. Kearney. "However, as these companies expand and mature, many of the new jobs that stay local will focus on management of expanding business operations that are outsourced, offshored and distributed to other regions."

The Bay Area also is well positioned in the industries likely to spawn new technology

start-ups, according to the study's job market analysis and interviews. Beyond its leading role in information technology, the Bay Area has the highest concentration of biotechnology firms in the country and more nanotechnology firms than all countries except Germany.

"How jobs in a region are affected by global trends depends on the competitiveness of the region's capabilities," said Marguerite Gong Hancock, Associate Director of SPRIE. "Despite a rise in the capabilities of other entrepreneurial regions globally, the Bay Area continues to lead in many of the capabilities considered most necessary for innovation and new business creation"

The study findings will be presented at a public event on Thursday, July 15, at Stanford University, where a panel of business and community leaders will discuss the report's findings and implications and take questions from the audience. The panel will be moderated by Paul Laudicina, managing director of A.T. Kearney's Global Business Policy Council, and includes:

• Edward Barnholt (Chairman, President & CEO, Agilent Technologies)
• William T. Coleman (Founder, Chairman & CEO, Cassatt Corporation, and Vice Chairman, Silicon Valley Manufacturing Group)
• Anula K. Jayasuriya (Venture Partner, ATP Capital LP)
• William F. Miller (Professor Emeritus, Stanford Graduate School of Business)
• The Honorable Joe Nation, California State Assembly

BAY AREA ECONOMIC FORUM
Bay Area Economic Forum (www.bayeconfor.org) is a public-private partnership of senior business, government, university, labor and community leaders, develops and implements projects that: support the vitality and competitiveness of the regional economy, and enhance the quality of life of the regions residents. Sponsored by the Bay Area Council a business organization of more than 250 CEOs and major employers, and the Association of Bay Area Governments, representing the region's 101 cities and nine counties, the Bay Area Economic Forum provides a shared platform for leaders to act on key issues affecting the regional economy.

JOINT VENTURE: SILICON VALLEY NETWORK
Joint Venture: Silicon Valley Network (www.jointventure.org) is a nonprofit organization that provides analysis and action on issues affecting the economy and quality of life in Silicon Valley. The organization brings together new and established leaders from business, labor, government, education, non-profits, and the broader community to build a sustainable region that is poised for competition in the global economy.

STANFORD PROJECT ON REGIONS OF INNOVATION AND ENTREPRENEURSHIP
The Stanford Project on Regions of Innovation and Entrepreneurship (http://sprie.stanford.edu), or SPRIE, is dedicated to the understanding and practice of the nexus of innovation and entrepreneurship in the leading regions around the world. Current research focuses on Silicon Valley and high technology regions in 6 countries in Asia: People's Republic of China, Taiwan, Japan, Korea, Singapore and India. SPRIE fulfills its mission through interdisciplinary and international collaborative research, seminars and conferences, publications and briefings for industry and government leaders.