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The evolution of IT or information revolution hasn't yet been fully digested by most companies so they cope with their increasing IT needs with various and often counterproductive tactics.
Yet in a more and more competitive environment, making the cleverest use of available technology is a competitive advantage by itself.
The point is that for most companies, if IT is as critical as electricity or telecom, it is merely part of their core business.
Temptation to develop vertically and integrate resources is certainly awesome but it is now tagged as counterproductive.
Resources are now global. Companies are no longer required to integrate or build up internal capabilities.
During the mass-production era, this pattern led to massive cost reduction
but it also implied an aggregate target approach.
"The Customer Can Have Any Color He Wants So Long As It's Black". Henry Ford
Firms with built-in capabilities and integrated resources are now frozen in their 'posture' by the
very amount of their previous investments. Any attempt to transform their products
into individualized experience will increase costs.
Companies that were successful in 'mass-selling' now face a tremendous challenge as customer
demand shifts toward individualized experience.