|
 The Theory of Strategic Thrusts
is an approach to linking Strategy and IT pioneered by Wiseman, Rackoff
and Ulrich in 1985.
While the pace of competition
intensified in the 80s and 90s, simultaneously computers and software
applications became more powerful and affordable. No wonder 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 top management support in their article "Information
Systems For Competitive Advantage: Implementation of a Planning Process"
(MIS Quarterly; Dec85, Vol. 9 Issue 4, p285, 10p, 2).
Underlying their 1985 approach was a
conceptual framework that views an enterprise's suppliers, customers,
and competitors as the strategic targets of five strategic thrusts:
1. Differentiation,
2. Cost,
3. Innovation,
4. Growth, and
5. Alliance.
Strategic thrusts are major
competitive moves (defensive or offensive) made by a firm, directed at
one or more strategic targets.
Furthermore, they recommended a six
stage strategic IT-planning process, consisting out of:
Step 1: Present a
tutorial on Competitive Strategy and Strategic Information Systems,
Step
2: Apply SIS concept to actual cases,
Step 3: Review company's
competitive position,
Step 4: Brainstorm for Strategic Information
Systems Opportunities (in teams),
Step 5: Discuss SIS opportunities
(clarification),
Step 6: Evaluate SIS opportunities (rate and rank
proposals).
Compare with Strategic Thrusts:
TDC Matrix |
Impact/value framework |
Twelve
Principles of the Network Economy |
Bricks & Clicks |
Porter Competitive Strategy
| Delta Model
More management models
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