Evolution of the networked enterprise: McKinsey Global Survey results – My Comments

Evolution of the networked enterprise: McKinsey Global Survey results – My Comments #marketing

Key point is benefits outweigh the threat. Two points from my side

– Shift in Mindset: Over time we’ll see a solution or new approach to deal with the so called threats or the perception of threat itself will change. If we look back in time, when Cloud and Software as a Service (Saas) started creating some buzz in the 90’s, there was a lot of talk about the threat and then slowly adoption picked up. Same goes with Open source software, after talks about threat, control etc, open source is gaining traction, mainly where speed to market and tapping crowd-expertise is key. In 2012, IBM replaced its Oracle/Siebel CRM (which is a heavy weight) with SugarCRM(Opensource). We’ve seen similar apprehensions regarding mobile payments, see my blog: Seven factors affecting Mobile advertising and payments

– Control and Governance: We’ve had decades of corporate approach involving structuring something, having governance, and then controlling it to improve efficiency gains. Efficiency is quickly becoming table stakes now and the new game is about effectiveness and relevance. With social networking, the networked organisation doesn’t fully fit into this ‘structure drives efficiency only’ model; we have an additional model ‘unstructured leverage drives effectiveness and relevance’. Corporate intellectual property is a bit fuzzy now, with core intellectual property with the company and a distributed intellectual property with its ‘Influencer’ employee/customer community. So in an increasingly crowd-sourced environment, companies that try to control most of the activities within the company, might slow down the pace and receive reduced value. See my blog: Social networking could have saved Kodak? 

My blog on Customer Experience Management which talks about networked approach – 5 Steps To Success On The Customer Experience Journey

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About Ramesh Ramakrishnan
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