Identifying strategic opportunities

Stakeholder communication gridInternet topologiesCustomer service life cycleSupplementary services modelIntegrated Internet marketingInternet distribution matrix

Stakeholder communication grid

Intermediation

Every cell is an opportunity forIntermediation

SoftwareMarketPortal or knowledge center

Every cell is a threat ofDisintermediation

Internet topologies

Topology Internet Intranet Extranet

Breadth Global Organizational Businesspartnership

Focus Stakeholderrelationships

Employeecommunicationand cooperation

Distributionchannelcooperation

Organizational change

The socio-technical model

Alpha change

AutomateCost savingsSpecialist

Beta change

InformateBetter decisions

market shareproduct qualitycustomer service

Generalist

Gamma change

TransformLeadership

New business model

New businessesNew productsNew services

Futurist

The portfolio

Requirements

Acquisition

Ownership

Retirement

NeedingSpecifying

SourcingOrderingPayingObtainingInstalling

TrainingMonitoringMaintainingUpgrading

Accounting forReselling/returningEvaluatingReplacing

Customer service life cycle

Interactive customer service life cycle

Supplementary services model

Integrated Internet Marketing (I2M)

The Internet supportsMultimediaPersonal communicationMass communicationInteractionDatabase connections

I2M

The coordination of Internet facilities to:

Market products and servicesShape customer attitudesEstablish corporate image

Internet Technologies

Asynchronous text

Synchronous textWebFile transferAudioVideoSearch engineVirtual reality

JavaWireless access

protocol (WAP)Application service

provider (ASP)Voice over IPNewswire

I2M matrix

AtmosphericsAlberto’s

Dance floor photo Audio Video Dance steps Mailing list E-mail Map Virtual ballroom

Brainstorming

GenerateEvaluateRelate

Generate

(share opinions)

Evaluate

(shared opinion)

Relate

(shared model)

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

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

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

Conclusion

Structured systematic searching is more successful

Brainstorming techniques improve idea generation

Think effectively!