Information Technology Reference
In-Depth Information
mation assurance architecture framework (IA
2
F) and to suggest areas of further
research by the architect. Indeed, there are many topics on innovation, hundreds of
topics on ROI, and thousands on risk management and security. he intent here is
not to exhaustively cover the details.
12.5
innoation Framework
The innovation framework assists to discern the business need for change.
What motivates business change? What motivates the need for innovation?
What are the clues that the game has changed and it is time to change how your
organization is playing in the game? There is first a need to know that the game
has changed; second, to know what about the game has changed. These two factors
drive innovation.
Recognizing when the game has changed requires a watch on such variables as
market conditions, globalization, off-shoring, and competition. The authors of
See-
ing What's Next
cite the introduction of voice communications over a wire, which
was thought by Western Union Telegraph to be a novelty with only limited local
use—the real money to them was in long-distance communications. However, the
convenience of voice communications at a local level changed the game from exclu-
sively long-distance service to include local service. Western Union's tenacity in
playing the old game provided opportunity for AT&T to emerge and take over the
communications marketplace by way of the new game (local service).
A useful innovation framework provides guidance on identifying the type of
change as well as what to look at inside your organization in response to the type of
change. Such an innovation framework looks like the following:
n
−
Innovation type
Disruptive—New market entry; creating a new market or new market
need
Sustaining—Modification by an existing market player
Innovation application
Product—Breadth, depth
Production—Vendor relationships, manufacturing
Sales and marketing—Marketplace relationships and tactics
Delivery—Customer relationships
Management—Employee relationships
−
n
−
−
−
−
−
The innovation type provides insight into the strategy of how to respond to the
innovation. The application of innovation provides insight on where to focus inno-
Paraphrased from the text
Seeing What's Next
, pp. xxii-xxvii.
Ibid., p. xv.
