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Identifying strategic opportunities
Stakeholder communication gridInternet topologiesCustomer service life cycleSupplementary services modelIntegrated Internet marketingInternet distribution matrix
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Stakeholder communication grid
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Intermediation
Every cell is an opportunity forIntermediation
SoftwareMarketPortal or knowledge center
Every cell is a threat ofDisintermediation
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Internet topologies
Topology Internet Intranet Extranet
Breadth Global Organizational Businesspartnership
Focus Stakeholderrelationships
Employeecommunicationand cooperation
Distributionchannelcooperation
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Organizational change
The socio-technical model
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Alpha change
AutomateCost savingsSpecialist
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Beta change
InformateBetter decisions
market shareproduct qualitycustomer service
Generalist
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Gamma change
TransformLeadership
New business model
New businessesNew productsNew services
Futurist
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The portfolio
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Requirements
Acquisition
Ownership
Retirement
NeedingSpecifying
SourcingOrderingPayingObtainingInstalling
TrainingMonitoringMaintainingUpgrading
Accounting forReselling/returningEvaluatingReplacing
Customer service life cycle
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Interactive customer service life cycle
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Supplementary services model
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Integrated Internet Marketing (I2M)
The Internet supportsMultimediaPersonal communicationMass communicationInteractionDatabase connections
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I2M
The coordination of Internet facilities to:
Market products and servicesShape customer attitudesEstablish corporate image
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Internet Technologies
Asynchronous text
Synchronous textWebFile transferAudioVideoSearch engineVirtual reality
JavaWireless access
protocol (WAP)Application service
provider (ASP)Voice over IPNewswire
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I2M matrix
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AtmosphericsAlberto’s
Dance floor photo Audio Video Dance steps Mailing list E-mail Map Virtual ballroom
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Brainstorming
GenerateEvaluateRelate
Generate
(share opinions)
Evaluate
(shared opinion)
Relate
(shared model)
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Generate
Group members learn the diversity and depth of opinions existing within the groupSharing opinions
Designed to allow divergent thoughts to surface
Insight velocity is increased by working in parallel to contribute ideas
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Evaluate
Group converts its unordered opinions into a shared opinion
Voting, ranking, scoring, and other evaluation tools
Revealed evaluations generate discussion as the group tries to make sense of the output
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Relate
Evaluate output contains relationshipsNot explicitMembers may differ in linkages
Group teases out relationships to develop a group causal mapHigh insight velocity
Knowledge is information with causal mapping
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Conclusion
Structured systematic searching is more successful
Brainstorming techniques improve idea generation
Think effectively!