How CEOs, CIOs and CMOs see the technology future of corporate openness, customer individualization and innovation partnerships
Abstract
Purpose
The authors have analyzed IBM surveys on evolving C-suite technology priorities over several years to find fresh opportunities for Chief Executive Officers (CEOs), Chief Marketing Officers (CMOs) and Chief Information Officers (CIOs) to work closely together.
Design/methodology/approach
This new study of evolving technology priorities is based on conversations with thousands of private and public sector C-suite executives participating in a series of IBM surveys over the past decade.
Findings
The authors found that the major technology challenges facing corporations are how to manage openness across the organization, individualize customer relationships and invest in the partnership ecosystem for innovation.
Research limitations/implications
This is a meta analysis based on a series of reports on IBM interviews with top executives starting in 2004.
Practical implications
To achieve significant innovation, outperforming organizations are pursuing external partnerships. Increasingly partners are non-traditional – communities of interest, academic institutions or other types of organizations.
Originality/value
The authors identify three key challenges for CEOs, CMOs and CIOs and show how they can align their technology plans and resources to address them.
Keywords
Acknowledgements
The authors would like to thank the 1,709 CEOs, 1,734 CMOs and 3,018 CIOs around the world who generously shared their time, experience and insights with us, and also these IBM colleagues for their contributions to this report: Angela Assis Nascimento, Carolyn Baird, Steve Ballou, Marni Barrett, Saul J. Berman, Kristin Biron, Rachna Handa, Peter J. Korsten, Eric Lesser, Kathleen Martin, Joni McDonald, Gavin P. Roach, Lianthansiam Valte and Vanessa Carels van de Vliet.
Citation
Ban, L. and Marshall, A. (2013), "How CEOs, CIOs and CMOs see the technology future of corporate openness, customer individualization and innovation partnerships", Strategy & Leadership, Vol. 41 No. 6, pp. 35-42. https://doi.org/10.1108/SL-07-2013-0051
Publisher
:Emerald Group Publishing Limited
Copyright © 2013, Emerald Group Publishing Limited