Adviser Check Firm Information Investment

Over the past several decades, information technology (IT) has radically altered the basis of business competition. When American Airlines introduced the SABRE airline reservations system and Bank of America rolled out ERMA, its automated check-processing system, these companies did not just improve efficiency and productivity, they revolutionized the entire airline and banking industries. Yet, argue the authors of Waves of Change, the actual development of the technology, while requiring immense skill, is only part of a successful competitive transformation. A crucial - and more challenging - element is the ability of the firm's leadership to adapt the organization to take advantage of the new technology. Waves of Change examines how management teams at American Airlines and Bank of America, starting in the 1950s, developed IT designs that changed the rules of the game for their competitors. From these cases, the authors craft a framework for an IT-driven strategy that rings true in industry-leading contemporary transformations at American Hospital Supply/Baxter Travenol, Frito-Lay, and United Services Automobile Association (USAA). The analysis discloses a common pattern or developmental "cascade" that is evolutionary rather than visionary. The key actors, a CEO who champions IT implementation, a technology specialist or "maestro" who also has business knowledge, and a skilled technical team, collaborate initially to solve a data processing crisis. Out of the solution emerges a commitment to continuous learning and, eventually, an IT competence - driven by the energy of the maestro and the guidance of the CEO, who weds changing IT functions to market shifts. An increase in the scopeof IT throughout the firm leads to its use in enabling organizational structure and driving strategy. Even as the company achieves market leadership and competitors begin to mimic the technology, the organization continues to evolve its IT strategy.

As businesses evolve in the new millennium, most firms find themselves in a never-ending parade of marketing, service, and loyalty approaches with all the enabling technologies, yet still find themselves only marginally closer to their customers. Why? In essence, most firms have found that these powerful customer approaches require a customer information competency beyond what they currently possess. In response, they have invested over 800f their customer information investments in technology despite the recent evidence that shows technology only determines 100f a firm’ s ability to apply its customer information. Ninety percent of the determinants are non-technological in nature and receive relatively little coordinated investment. These determinants lie in the more difficult areas to address — people skills, processes, organization structure, culture, leadership, and information itself. As a result, most firms’ customer successes continue to be tied to short-term customer initiatives rather than the systemic ability to understand and create customer value through a superior customer and operational knowledge. Firms are caught in the perpetual cycle of introducing new customer schemes and technology in an attempt to compensate for these underlying weaknesses. Based on research of some of the world’ s most customer-intensive firms, John McKean shows how companies have managed to break out of this self-perpetuating cycle to develop an iterative system of customer and operational understanding and value creation rather than the cycles of price and promotion schemes. Most have made the break with the guidance and leadership of a unique breed of information visionarieswhose bravery and vision extended beyond the corporation realities of their time. The author documents the tumultuous battles fought to achieve the change and the resulting bottom-line payback as they broke free from the legacies of the mass-market culture.

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International Services Trade Information Agency - The International Services Trade Information Agency (ISTIA) is being founded as a non-profit international agency in Geneva, Switzerland. The ISTIA mandate is to provide capacity building to developing countries, least developed countries and economies in transition to collect, analyze and interpret trade in services information, including information relevant to foreign direct investment (FDI) and Foreign Affiliate Trade Statistics (FATS) in a manner which empowers them to participate more actively in trade in services negotiations, most notably in the context of the General Agreement on ...

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