Linking Strategy and IT

The Theory of Strategic Thrusts (ST) 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
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

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