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©2005, by Hillel Glazer, Entinex, Inc.
Between any two businesses, with all other factors being equal, the company that makes better use of technology will outperform the company that takes a lackadaisical attitude towards technology.
It’s a Technology Strategy that lays-out how a company defines the role technology plays within their business. The technology strategy can often be that section of their master business plan that talks about how technology will support the business. Technology does play a role in every company. However, the complexity of that role determines whether a formal technology strategy is needed.
If the technology of a business amounts to a cash register, fax machine, and phone line, then a business can probably do well without a formal technology strategy. But even then, the business owner ought to consider a few things such as differences in advertising and order processing that result from the different ways in which someone can place an order. When a business expects only walk-in transactions, the strategy is different from when people might call or fax an order.
Even in the simplest of businesses, money can be made or lost as a function of whether technology is put into its proper perspective. What would happen if a company with a strong "walk up" business ran a successful ad campaign marketing the ability to call in orders and have product shipped, but had no way of efficiently pulling stock, packaging, shipping, and invoicing?
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