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Strategic Thrusts

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Summary

The Theory of Strategic Thrusts is an approach which can be used to link strategy and IT. The theory was pioneered by Wiseman, Rackoff and Ulrich in 1985.


Background

While the pace of competition intensified in the 80s and 90s, simultaneously computers and software applications became more powerful and affordable. No wonder that the use of information systems as competitive weapon has been accelerating ever since. But how can an organization discover opportunities for Strategic Information Systems (SIS)? Rackoff, Wiseman and Ulrich developed and implemented a six-phase planning process to identify and evaluate SIS and to win the support of the top management. Article: "Information Systems For Competitive Advantage: Implementation of a Planning Process" (MIS Quarterly; Dec85, Vol. 9 Issue 4, p285, 10p, 2).


Their 1985 approach is based on a conceptual framework that views an enterprise's suppliers, customers, and competitors as the strategic targets of the 5 Strategic Thrusts (drivers).


Wiseman, Rackoff Strategic Thrusts

What are the 5 Strategic Thrusts? Description

  1. Differentiation
  2. Cost
  3. Innovation
  4. Growth
  5. Alliance

Strategic "Thrusts" are: major competitive moves (defensive or offensive) made by a firm, aimed at one or more strategic targets.


Furthermore, they recommended a staged strategic IT planning process, consisting of the following steps:


Six Steps in the strategic IT planning process

  • Step 1: Present a tutorial regarding competitive strategy and strategic information systems.
  • Step 2: Apply SIS concept to actual cases.
  • Step 3: Consider the competitive position of the company.
  • Step 4: Brainstorm for strategic information systems opportunities (in teams).
  • Step 5: Discuss SIS opportunities (clarification).
  • Step 6: Evaluate SIS opportunities (rating and ranking the proposals).

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🔥 Strategic Thrusts and Understanding Customer Needs
This may be stating the obvious, but the most essential part of creating strategic thrusts is understanding customer needs and defining what you need to do to create value for your customeres. This d...
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Subject

Key Challenges of Internet Age for Management and for Product and Service Development

R&D, Product Development, Service Development, Strategy, Marketing, Innovation, Visioning
The Internet age represents a huge challenge for most businesses. Why? Because the Internet, wireless devices such as m...
Subject

Internet of Things and Marketing

Marketing, Supply Chain Management, Internet Strategy
Billions of physical devices around the world today are connected to the internet, all collecting and sharing data. This...
Subject

Strategic Options for Dot-coms and Established Firms

Internet Strategy, Business Strategy
M. Porter suggests the following strategic options for dot-coms and established companies in his article “Strategy and t...
Information Sources

Various sources of information regarding Strategic Thrusts. Here you will find powerpoints, videos, news, etc. to use in your own lectures and workshops.


Article

Organizational Agility and the Role of Information Systems

Organizational Agility
Presentation about Agility, specifically focusing on the role of IT. The presentation includes the following sections: ...
Presentation

Information Systems in Today's Organizations

Information Technology, Objectives, Information Systems, Management Information
Presentation about Information Systems in the world of today. The presentation includes the following sections: 1. Role...
Presentation

Strategic Thrusts Diagram

IT Strategy
Download and edit the 12manage PowerPoint model for limited personal, educational and business use. Republishing in int...

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Compare with the 5 Strategic Thrusts:  Strategic Alignment  |  TDC Matrix  |  Impact/Value framework  |  Twelve Principles of the Network Economy  |  Bricks and Clicks  |  Competitive Advantage framework  |  Delta Model  |  4S Web Marketing Mix


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