tailieunhanh - IT-Enabled Business Transformation: From Automation to Business Scope Redefinition

But the majority of these companies also said they were still struggling with how to best use the different channels, gauge their effectiveness, and integrate social media into their strategies. Two-thirds of users have no formalized social media strategy in place. Sixty-one percent reported a significant learning curve before they can truly utilize social media. Many companies reported they are still searching to find the best way to demonstrate the impact of social media and the contribution to the bottom line. (Figure 1) Many organizations seem to operate under old paradigms, viewing social media as one-way flow marketing messages, instead. | IT-Enabled Business Transformation From Automation to Business Scope Redefin. Venkatraman N Sloan Management Review Winter 1994 35 2 ABI INFORM Global pg. 73 IT-Enabled Business Transformation From Automation to Business Scope Redefinition N. Venkatraman The role of it in shaping tomorrow s business operations is A DISTINCTIVE one. it has become a fundamental enabler in creating and maintaining a flexible business network. Using a framework that breaks IT-enabled business transformation into five levels the author describes each level s characteristics and offers guidelines for deriving maximal benefits. He suggests that each organization first determine the level at which the benefits are in line with the costs or efforts of the needed changes and then proceed to higher levels as the demands of competition and the need to deliver greater value to the customer increases C S N. Venkatraman who was on the faculty of the MIT Sloan School of Management from 1985 through 1993 joined the School of Management at Boston University in January 1994 to teach and conduct research in the areas of strategic management and information technology. During the past decade articles and books on the virtues and potential of information technology IT and information systems IS to provide new sources of advantage for business operations have besieged Indeed the operative phrase today is IT changes the way we do business. These publications either have developed intuitively appealing prescriptive frameworks that provide alternative approaches to leveraging IT competencies or have described cases of successful exploitation of IT as a way to encourage managers in other companies and industries to consider IT as a strategic weapon. We entered the 1990s highly skeptical of IT s benefits. The productivity gains from IT investments have been disappointing. Loveman observed that Despite years of impressive technological improvements and investment there is not yet any evidence that .

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