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©2005, by Hillel Glazer, Entinex, Inc.
This problem is magnified when a business ads an E-commerce component to their sales and is further magnified when they are successful and grow. The Web and Internet are equally potent in the opportunity as in the risks.
For example, a retail store was looking to expand to a second location. Their point-of-sale software required the owners to create a storage space on the Internet in order to synchronize the data from the two stores. Their one-store operation wasn’t even connected to the Internet, and, they have no in-house software or networking expertise. This simple change to a two-store business created an entire area of need they had never anticipated.
At some level, a technology strategy is needed for any company. Art Jacoby, a Catonsville-based business growth advisor points out, "when looking for ways to do a better job of capturing my clients’ needs without disrupting the flow of conversation and without forcing me to take notes then re-write them, I realized that my practice suddenly relied on my ability to integrate technology into my everyday activities." Not being a technology expert Jacoby noted, "streamlining my own efforts are one challenge, but then making it possible for me to interact with my clients over the Internet presented an entirely new set of needs I had to plan out if I was going to make it work."
In larger organizations, a technology strategy takes on a much greater role. COLA, a leading provider of medical lab accreditation and education headquartered in Columbia found itself "re-inventing" its entire operation from sales through delivery, operations, and service on all levels of the company. Before it could even begin the process of carrying out its re-invention, COLA needed to know what technologies would be part of the "new" company and how they’d be used to bring about the company’s business strategy.
Says, Doug Beigel, CEO, "we have this vision of our company that relies heavily on technology like it never did before. The market is such that we only have one shot at getting this right or we won’t be around to pick up the pieces and try again." The company’s reinvention and reliance on technology were born out of a strategic decision based in sales, marketing and the company’s culture. "We knew what we wanted to accomplish but we also knew that we couldn’t get there from here with our current technology," Beigel explains. "Allowing our technology to continue to grow organically would have been a recipe for failure. We had an excellently written business plan, that wasn’t complete until the technical piece was added to it. With everything we do heading towards being done with technology, our strategy couldn’t be executed without it."
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