GCTT - Final session
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Transcript of GCTT - Final session
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ISM Grand Finale
Spring 2012
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Course Overview
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Potential to transform every industry Strategic use of technology results in competitive
advantage Value propositions of information to an organization Challenges with IT adoption and ways to overcome
them (best practices) How can IT support managerial decision making? How do you measure IT project success? Dealing with emerging IT trends
Course Lessons
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Current topics◦ Disruptive business models◦ Technology-enabled business opportunities
Babson philosophy◦ ETA (experiment, take action, learn from
mistakes) Babson materials (five new Babson cases
and six peer reviewed Babson faculty articles)
Multi-media case (BizTech) Distance learning demonstration (Wells
Fargo, Telepresence)
This is your time
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User generated Virtual Time and space Global Impacts Knowledge-based Real-time JIT learning Technology mediated (contingency
planning)
New reality
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100% change in focus from Enterprise to Entrepreneur
Personal digital strategy Guest speakers (Tom Connolly Biz-Tech– the
pitch; Evan Korzon, Nick Herbold Scavenger– the idea; Mike Volpe Hubspot – SM marketing; Jeff Tackle Abt Associates – emerging technology)
Technology is about people first
All about you
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For your resume
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MIS9530: Competing on Analytics MIS7557: Clouds, Platforms and Networks A Business Primer on Mobile Apps MBA7515: Enterprise 2.0 Technology Entrepreneurship Field Trip (NY,
SF, Bos)
How can you get more?
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Apply the appropriate framework:
Begin with strategy
Opportunity/Challenge
People, Process, Technology
Outcomes
The Analysis:
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Scanning &
Discovery
Design
Experimentation
Collaboration
Monitoring
Implementing
Scaling & building
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Multi-sided markets
Platform
Members (21.7 million domestic) Q1, 2012 (1.9 million international)
Producer (content, 100,000 titles)• Media companies
Complementor• Software developers• Connecting to TV
Deliver apps Support development
Core benefits
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Netflix achieves near-perfect inventory thru IT: Subscriber queue helps forecast demand
Web site•Subscriber Queue•Recommendation system (Cinematch)•Social networking
Distribution Centers•Inventory Management System
Movie Publishers
•Movie titles
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Porter’s Five Forces Analysis
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The Five Major Elements of Strategy
Arenas
Staging Vehicles
Differentiators
EconomicLogic
Where will we be active?(and with how much emphasis?)•Which product categories?•Which market segments?•Which geographic areas?•Which core technologies?•Which value-creation stages?
How will we get there?•Internal development?•Joint ventures?•Licensing/franchising?•Acquisition?
How will we win?•Image?•Customization?•Price?•Styling?•Product reliability?
What will be our speed and sequence of moves?Speed of expansion?•Sequence of initiatives?
How will we obtain our returns?•Lowest costs through scale advantages?•Lowest costs through scope and replication advantages?•Premium prices due to unmatchable service?•Premium prices due to proprietary product features?
(Hambrick and Fredrickson,2001)
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IT Stack
Hardware
Software
Intelligence/Services
Cloud
Users
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Social
Gaming BehavioralChange Layer
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Customer intimacy: Continually tailor and shape products and services to fit an increasingly fine definition of the customer. They seek a deep understanding of their customer’s business in order to tailor offerings to meet each customer’s specific needs.
Operational excellence: Provide consumers with products at the lowest total cost. The product line is standardized and limited, with highly reliable products
Product leadership: Entails producing an ongoing stream of cutting-edge products or services.
Value disciplines
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Goals Technology Metrics
Take Away Manage your online reputation like it matters!
Weak ties can help with innovation and discovery
Personal Social Media Strategy
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An organizational capability is a firm’s capacity to deploy resources for a desired end result
Organizational Capability
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Business strategy: challenge/opportunity
People/Organization◦ Decision rights◦ Structure◦ Roles◦ Incentives◦ Metrics
Process◦ Decision-making◦ Transaction processing◦ Customer relationship management
Technology◦ Enterprise IT◦ Web 2.0◦ Analytics/Business Intelligence
◦ Measure Outcomes
Capability building using IT
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People/Organizational◦ CIO/leadership◦ CIO organization◦ Analysts
Technology◦ Database◦ BI
Process◦ Operational efficiencyTake Away Treat data as an asset
Data
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People/Organizational◦ Product innovation; Knowledge sharing barriers:
organizational structure (silos), unstructured knowledge, newcomers have no social network
Technology◦ KM◦ Web 2.0: tagging of unstructured content◦ KM strategies: codification and personalization
Process◦ Technology adoption◦ Metrics for successTake Away Justifying investment in KM; it is the social
network; technology mediated networks and innovativeness
Booz Allen
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People/Organizational◦ Strong leader: Reed Hastings; customer intimacy
Technology◦ Collaborative filtering to recommend movies◦ Customer queue to manage supply
Process◦ Customer engagement; supply chain
optimization; crowd sourcingTake Away scale the personal experience; IT
impacts operations and customer interaction; late entrant can win using novel IT
Netflix
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People/Organizational◦ Solvers◦ Seekers
Technology◦ Crowdsourcing
Process◦ Managing payments◦ Alignment, measurement (IT Project Prioritization)Take Away Alignment is a process
Global Work
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People/Organizational◦ Product leadership; 70/20/10 in terms of how time is
spent ◦ Analytics/experimentation culture; ◦ Strong leadership
Technology◦ Adwords◦ Service provider◦ Search algorithm
Process◦ InnovationTake Away Adwords and Analytics support
experimentation
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People/Organizational◦ Focus on customer engagement
Technology◦ Development platform◦ Social layer
Process◦ Customer relationships, measurementTake Away Power of a social graph; social
referrals are the best
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People/Organizational◦ Global Talent Management; Unique skills to manage social
media internal as well as externally (Inside-out approach)◦ Corporate communications strategy and polices
Technology◦ Web 2.0-◦ Jive Software (one single platform for discussion boards,
blogs, wikis, employee profiles, expertise location) Process
◦ Internal employee Engagement as well as Customer engagement
Take Away Policies and procedures can be adopted and people will follow them. ROI can be measured through “philosophies, experimentation is critical
EMC
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9th May. (9-11) Applied, open notes, open book, no Internet, no
network effects (just you)! We will supply the context (short case study). Analysis based on:
-business strategy link with technology strategy - decision-making - implementation/adoption/change - emerging technologies-disruptive business models- depth of action plan/ recommendations - 2 hours
Final Exam – 30%