Linking Strategy and IT

Strategic Thrusts

Wiseman

Summary of Theory of Strategic Thrusts. Abstract

Wiseman, Rackoff and Ulrich (1985)

Wiseman, Rackoff Strategic Thrusts 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:

Differentiation
Cost
Innovation
Growth
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)

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