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Demand and market analysis
A SYSTEMS VIEW OF PROJECT MANAGEMENT
• Even though projects are temporary and intended to provide a
unique product or service, you cannot run projects in isolation.
The project met scope, time, and cost goals
• If project managers lead projects in isolation, it is unlikely that
they will ever truly serve the needs of the organization
• Therefore, projects must operate in a broad organizational
environment, and project managers need to consider projects
within the greater organizational context.
• To handle complex situations effectively, project managers need
to take a holistic view of a project and understand how it relates
to the larger organization.
• Systems thinking describes this holistic view of carrying out
projects within the context of the organization.
What Is a Systems Approach?
• The term systems approach emerged in the 1950s to
describe a holistic and analytical approach in solving
complex problems that includes using a systems
philosophy, systems analysis, and systems management.
• Systems are sets of interacting components that work
within an environment to fulfill some purpose.
• For example, the human body is a system composed of
many subsystems, including the nervous system, the
skeletal system, the circulatory system, and the digestive
system.
• Organizations are also systems, with people in various roles
working together to design, develop, deliver, and sell
various products and services.
• Systems philosophy is an overall model for thinking about different
things as systems.
• Systems analysis is a problem-solving approach that requires defining
the scope of the system, dividing it into components, and then
identifying and evaluating its problems, opportunities, constraints, and
needs.
• Once this is completed, the systems analyst then examines alternative
solutions for improving the current situation; identifies an optimum, or
at least satisfactory, solution or action plan; and examines that plan
against the entire system.
• Systems management addresses the business, technological and
organizational issues associated with creating, maintaining, and
modifying a system.
• Using a systems approach is crucial for a successful project
management.
• If top management and project managers are to understand how
projects relate to the whole organization, they must follow a systems
philosophy.
• They must use systems analysis to address needs of the system with a
problem-solving approach.
• They must use systems management to identify key issues in business,
technological, and organizational spheres related to each project in
order to identify and satisfy key stakeholders and do what is best for
the entire organization.
The Three-Sphere Model for Systems Management
• Many business and IT students understand the
concepts of systems and performing a systems
analysis.
• At the same time, they often overlook systems
management.
• However, addressing the three spheres of systems
management—business, organization, and
technology—can have a huge impact on selecting
and managing projects successfully.
The following figure provides a sample of
business, organizational, and technological issues
that could be factors in the tablet project.
• Many IT professionals become captivated with the technology and day-to-day
problem solving involved in working with information systems.
• They tend to become frustrated with many of the “people problems” or
politics involved in most organizations.
• In addition, many IT professionals ignore important business questions, such
as “Does it make financial sense to pursue this new technology?” or “Should
the company develop this software in-house or purchase it off the shelf?”
• Using a more holistic approach helps project managers integrate business
and organizational issues into their planning.
• When you integrate business and organizational issues into project
management planning, it helps to look at projects as a series of interrelated
phases. Therefore, you do a better job of ensuring project success.
UNDERSTANDING ORGANIZATIONS
• The systems approach requires that project managers always view their
projects in the context of the larger organization.
• Organizational issues are often the most difficult part of working on and
managing projects.
• In fact, many people believe that most projects fail because of
organizational issues like company politics.
• Project managers often do not spend enough time identifying all the
stakeholders involved in projects, especially the people opposed to the
projects.
• Also, project managers often do not spend enough time considering the
political context of a project or the culture of the organization.
• To improve the success rate of IT projects, it is important for project
managers to develop a better understanding of people as well as
organizations.
The Four Frames of Organizations
• Organizations can be viewed as having four different frames:
structural, human resources, political, and symbolic
• Project managers must learn to work within all four frames to
function well in organizations
Structural and HR frames
• The structural frame deals with how the organization
is structured and focuses on different groups’ roles
and responsibilities to meet the goals and policies set
by top management.
• This frame is very rational and focuses on coordination
and control.
• The human resources (HR) frame focuses on
producing harmony between the needs of the
organization and the needs of people.
• It recognizes that mismatches can occur between the
needs of the organization and those of individuals and
groups, and works to resolve any potential problems.
Political frame
• The political frame addresses organizational and personal
politics.
• The political frame emphasizes that organizations are
coalitions composed of varied individuals and interest
groups.
• Often, important decisions need to be made about the
allocation of scarce resources.
• Competition for resources makes conflict a central issue in
organizations, and power improves the ability to obtain
those resources.
• Project managers must pay attention to politics and power,
he should know who is supporting and opposing the
project to be effective.
Symbolic frame
• The symbolic frame focuses on symbols and meanings.
• In this frame, the most important aspect of any event
in an organization is not what actually happened, but
what it means.
• The symbolic frame also relates to the company’s
culture. How do people dress? How many hours do
they work? How do they run meetings?
• Many IT projects are international and include
stakeholders from various cultures. Understanding
those cultures is also a crucial part of the symbolic
frame.
Organizational Structures
• Three general classifications of organizational
structures are functional, project, and matrix.
• A functional organizational structure is the hierarchy most people
think of when picturing an organizational chart.
• Functional managers or vice presidents in specialties such as
engineering, manufacturing, IT, and human resources report to the
chief executive officer (CEO)
• Their staffs have specialized skills in their respective disciplines
• A project organizational structure also is hierarchical, but instead of
functional managers or vice presidents reporting to the CEO,
program managers report to the CEO
• Their staffs have a variety of skills needed to complete the projects
within their programs (schedule).
• An organization that uses this structure earns its revenue primarily
from performing projects for other groups under contract
• A matrix organizational structure represents the middle
ground between functional and project structures
• Personnel often report both to a functional manager and one
or more project managers
• Matrix organizational structures can be strong, weak, or
balanced, based on the amount of control exerted by the
project managers
• Problems can occur if project team members are assigned to
several projects in a matrix structure and the project manager
does not have adequate control of their time
Organizational Culture
• Organizational culture is a set of shared assumptions,
values, and behaviors that characterize the functioning of
an organization.
• It often includes elements of all four frames described
previously
• Organizational culture is very powerful, and many people
believe the underlying causes of many companies’
problems are not in the organizational structure or staff;
they are in the culture.
• It is also important to note that the same organization can
have different subcultures.
• For an example, the IT department may have a different
organizational culture than the finance department.
There are 10 characteristics of organizational
culture
• Member identity
• Group emphasis
• People focus
• Unit integration
• Control
• Risk tolerance
• Reward criteria
• Conflict tolerance
• Means-ends orientation
• Open-systems focus
• Member identity: The degree to which employees identify with the organization
as a whole rather than with their type of job or profession.
• For example, project managers or team members might feel more dedicated to
their company or project team than to their job or profession or they might not
have any loyalty to a particular company or team.
• Group emphasis: The degree to which work activities are organized around
groups or teams, rather than individuals.
• An organizational culture that emphasizes group work is best for managing
projects.
• People focus: The degree to which management’s decisions take into account the
effect of outcomes on people within the organization.
• A project manager might assign tasks to certain people without considering their
individual needs, or the project manager might know each person very well and
focus on individual needs when assigning work or making other decisions.
• Good project managers often balance the needs of individuals and the
organization.
• Unit integration: The degree to which units or departments within an
organization are encouraged to coordinate with each other.
• Most project managers strive for strong unit integration to deliver a successful
product, service, or result.
• An organizational culture with strong unit integration makes the project
manager’s job easier
• Control: The degree to which rules, policies, and direct supervision are used to
oversee and control employee behavior.
• Experienced project managers know it is often best to balance the degree of
control to get good project results.
• Risk tolerance: The degree to which employees are encouraged to be aggressive,
innovative, and risk seeking.
• An organizational culture with a higher risk tolerance is often best for project
management because projects often involve new technologies, ideas, and
processes.
• Reward criteria: The degree to which rewards, such as promotions and salary
increases, are allocated according to employee performance rather than
seniority, favoritism, or other non-performance factors
• Project managers and their teams often perform best when rewards are based
mostly on performance.
• Conflict tolerance: The degree to which employees are encouraged to air
conflicts and criticism openly.
• It is very important for all project stakeholders to have good communications, so
it is best to work in an organization where people feel comfortable discussing
differences openly.
• Means-ends orientation: The degree to which management focuses on outcomes
rather than on techniques and processes used to achieve results.
• An organization with a balanced approach in this area is often best for project
work.
• Open-systems focus: The degree to which the organization monitors and
responds to changes in the external environment.
• The projects are part of a larger organizational environment, so it is best to have a
strong open-systems focus
• A very important factor in helping project managers successfully lead
projects is the level of commitment and support they receive from top
management. Without this commitment, many projects will fail.
• Some projects have a senior manager called a champion who acts as a
key advocate for a project. The sponsor can serve as the champion, but
often another manager can more successfully take on this role.
• As described earlier, projects are part of the larger organizational
environment, and many factors that might affect a project are out of
the project manager’s control
• Several studies cite executive support as one of the key factors
associated virtually with all project success
The Importance of Top Management
Commitment
Top management commitment is crucial to project
managers for the following reasons:
• Project managers need adequate resources.
• The best way to kill a project is to withhold the required money, human
resources, and visibility
• If project managers have top management commitment, they will also have
adequate resources and they will not be distracted by events that do not affect
their specific projects.
• Project managers often require approval for unique project needs in a timely
manner.
• For example, on large IT projects, top management must understand that
unexpected problems may result from the nature of the products being
developed and the specific skills of people on the project team.
• The team might need additional hardware and software halfway through the
project for proper testing, or the project manager might need to offer special pay
and benefits to attract and retain key project personnel.
• With top management commitment, project managers can meet these needs.
• Project managers must have cooperation from people in other parts of the
organization.
• Because most IT projects involves cut across functional areas (cross-cultured),
top management must help project managers deal with the political issues
that often arise.
• If certain functional managers are not responding to project managers’
requests for necessary information, top management must step in to
encourage the functional managers to cooperate.
• Project managers often need someone to mentor and coach them on
leadership issues.
• Many IT project managers come from technical positions and are
inexperienced as managers.
• Senior managers should take the time to give advice on how to be good
leaders.
• They should encourage new project managers to take classes ( to do some
online courses) to develop leadership skills and allocate the time and funds
for managers to do so.
• Working in an organization that values good project management and sets
standards for its use also helps project managers succeed.

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3. Demand and market analysis (lecture 2).ppt

  • 1. Demand and market analysis
  • 2. A SYSTEMS VIEW OF PROJECT MANAGEMENT • Even though projects are temporary and intended to provide a unique product or service, you cannot run projects in isolation. The project met scope, time, and cost goals • If project managers lead projects in isolation, it is unlikely that they will ever truly serve the needs of the organization • Therefore, projects must operate in a broad organizational environment, and project managers need to consider projects within the greater organizational context. • To handle complex situations effectively, project managers need to take a holistic view of a project and understand how it relates to the larger organization. • Systems thinking describes this holistic view of carrying out projects within the context of the organization.
  • 3. What Is a Systems Approach? • The term systems approach emerged in the 1950s to describe a holistic and analytical approach in solving complex problems that includes using a systems philosophy, systems analysis, and systems management. • Systems are sets of interacting components that work within an environment to fulfill some purpose. • For example, the human body is a system composed of many subsystems, including the nervous system, the skeletal system, the circulatory system, and the digestive system. • Organizations are also systems, with people in various roles working together to design, develop, deliver, and sell various products and services.
  • 4. • Systems philosophy is an overall model for thinking about different things as systems. • Systems analysis is a problem-solving approach that requires defining the scope of the system, dividing it into components, and then identifying and evaluating its problems, opportunities, constraints, and needs. • Once this is completed, the systems analyst then examines alternative solutions for improving the current situation; identifies an optimum, or at least satisfactory, solution or action plan; and examines that plan against the entire system. • Systems management addresses the business, technological and organizational issues associated with creating, maintaining, and modifying a system.
  • 5. • Using a systems approach is crucial for a successful project management. • If top management and project managers are to understand how projects relate to the whole organization, they must follow a systems philosophy. • They must use systems analysis to address needs of the system with a problem-solving approach. • They must use systems management to identify key issues in business, technological, and organizational spheres related to each project in order to identify and satisfy key stakeholders and do what is best for the entire organization.
  • 6. The Three-Sphere Model for Systems Management • Many business and IT students understand the concepts of systems and performing a systems analysis. • At the same time, they often overlook systems management. • However, addressing the three spheres of systems management—business, organization, and technology—can have a huge impact on selecting and managing projects successfully.
  • 7. The following figure provides a sample of business, organizational, and technological issues that could be factors in the tablet project.
  • 8. • Many IT professionals become captivated with the technology and day-to-day problem solving involved in working with information systems. • They tend to become frustrated with many of the “people problems” or politics involved in most organizations. • In addition, many IT professionals ignore important business questions, such as “Does it make financial sense to pursue this new technology?” or “Should the company develop this software in-house or purchase it off the shelf?” • Using a more holistic approach helps project managers integrate business and organizational issues into their planning. • When you integrate business and organizational issues into project management planning, it helps to look at projects as a series of interrelated phases. Therefore, you do a better job of ensuring project success.
  • 9. UNDERSTANDING ORGANIZATIONS • The systems approach requires that project managers always view their projects in the context of the larger organization. • Organizational issues are often the most difficult part of working on and managing projects. • In fact, many people believe that most projects fail because of organizational issues like company politics. • Project managers often do not spend enough time identifying all the stakeholders involved in projects, especially the people opposed to the projects. • Also, project managers often do not spend enough time considering the political context of a project or the culture of the organization. • To improve the success rate of IT projects, it is important for project managers to develop a better understanding of people as well as organizations.
  • 10. The Four Frames of Organizations • Organizations can be viewed as having four different frames: structural, human resources, political, and symbolic • Project managers must learn to work within all four frames to function well in organizations
  • 11. Structural and HR frames • The structural frame deals with how the organization is structured and focuses on different groups’ roles and responsibilities to meet the goals and policies set by top management. • This frame is very rational and focuses on coordination and control. • The human resources (HR) frame focuses on producing harmony between the needs of the organization and the needs of people. • It recognizes that mismatches can occur between the needs of the organization and those of individuals and groups, and works to resolve any potential problems.
  • 12. Political frame • The political frame addresses organizational and personal politics. • The political frame emphasizes that organizations are coalitions composed of varied individuals and interest groups. • Often, important decisions need to be made about the allocation of scarce resources. • Competition for resources makes conflict a central issue in organizations, and power improves the ability to obtain those resources. • Project managers must pay attention to politics and power, he should know who is supporting and opposing the project to be effective.
  • 13. Symbolic frame • The symbolic frame focuses on symbols and meanings. • In this frame, the most important aspect of any event in an organization is not what actually happened, but what it means. • The symbolic frame also relates to the company’s culture. How do people dress? How many hours do they work? How do they run meetings? • Many IT projects are international and include stakeholders from various cultures. Understanding those cultures is also a crucial part of the symbolic frame.
  • 14. Organizational Structures • Three general classifications of organizational structures are functional, project, and matrix.
  • 15.
  • 16. • A functional organizational structure is the hierarchy most people think of when picturing an organizational chart. • Functional managers or vice presidents in specialties such as engineering, manufacturing, IT, and human resources report to the chief executive officer (CEO) • Their staffs have specialized skills in their respective disciplines • A project organizational structure also is hierarchical, but instead of functional managers or vice presidents reporting to the CEO, program managers report to the CEO • Their staffs have a variety of skills needed to complete the projects within their programs (schedule). • An organization that uses this structure earns its revenue primarily from performing projects for other groups under contract
  • 17. • A matrix organizational structure represents the middle ground between functional and project structures • Personnel often report both to a functional manager and one or more project managers • Matrix organizational structures can be strong, weak, or balanced, based on the amount of control exerted by the project managers • Problems can occur if project team members are assigned to several projects in a matrix structure and the project manager does not have adequate control of their time
  • 18. Organizational Culture • Organizational culture is a set of shared assumptions, values, and behaviors that characterize the functioning of an organization. • It often includes elements of all four frames described previously • Organizational culture is very powerful, and many people believe the underlying causes of many companies’ problems are not in the organizational structure or staff; they are in the culture. • It is also important to note that the same organization can have different subcultures. • For an example, the IT department may have a different organizational culture than the finance department.
  • 19. There are 10 characteristics of organizational culture • Member identity • Group emphasis • People focus • Unit integration • Control • Risk tolerance • Reward criteria • Conflict tolerance • Means-ends orientation • Open-systems focus
  • 20. • Member identity: The degree to which employees identify with the organization as a whole rather than with their type of job or profession. • For example, project managers or team members might feel more dedicated to their company or project team than to their job or profession or they might not have any loyalty to a particular company or team. • Group emphasis: The degree to which work activities are organized around groups or teams, rather than individuals. • An organizational culture that emphasizes group work is best for managing projects. • People focus: The degree to which management’s decisions take into account the effect of outcomes on people within the organization. • A project manager might assign tasks to certain people without considering their individual needs, or the project manager might know each person very well and focus on individual needs when assigning work or making other decisions. • Good project managers often balance the needs of individuals and the organization.
  • 21. • Unit integration: The degree to which units or departments within an organization are encouraged to coordinate with each other. • Most project managers strive for strong unit integration to deliver a successful product, service, or result. • An organizational culture with strong unit integration makes the project manager’s job easier • Control: The degree to which rules, policies, and direct supervision are used to oversee and control employee behavior. • Experienced project managers know it is often best to balance the degree of control to get good project results. • Risk tolerance: The degree to which employees are encouraged to be aggressive, innovative, and risk seeking. • An organizational culture with a higher risk tolerance is often best for project management because projects often involve new technologies, ideas, and processes.
  • 22. • Reward criteria: The degree to which rewards, such as promotions and salary increases, are allocated according to employee performance rather than seniority, favoritism, or other non-performance factors • Project managers and their teams often perform best when rewards are based mostly on performance. • Conflict tolerance: The degree to which employees are encouraged to air conflicts and criticism openly. • It is very important for all project stakeholders to have good communications, so it is best to work in an organization where people feel comfortable discussing differences openly. • Means-ends orientation: The degree to which management focuses on outcomes rather than on techniques and processes used to achieve results. • An organization with a balanced approach in this area is often best for project work. • Open-systems focus: The degree to which the organization monitors and responds to changes in the external environment. • The projects are part of a larger organizational environment, so it is best to have a strong open-systems focus
  • 23. • A very important factor in helping project managers successfully lead projects is the level of commitment and support they receive from top management. Without this commitment, many projects will fail. • Some projects have a senior manager called a champion who acts as a key advocate for a project. The sponsor can serve as the champion, but often another manager can more successfully take on this role. • As described earlier, projects are part of the larger organizational environment, and many factors that might affect a project are out of the project manager’s control • Several studies cite executive support as one of the key factors associated virtually with all project success The Importance of Top Management Commitment
  • 24. Top management commitment is crucial to project managers for the following reasons: • Project managers need adequate resources. • The best way to kill a project is to withhold the required money, human resources, and visibility • If project managers have top management commitment, they will also have adequate resources and they will not be distracted by events that do not affect their specific projects. • Project managers often require approval for unique project needs in a timely manner. • For example, on large IT projects, top management must understand that unexpected problems may result from the nature of the products being developed and the specific skills of people on the project team. • The team might need additional hardware and software halfway through the project for proper testing, or the project manager might need to offer special pay and benefits to attract and retain key project personnel. • With top management commitment, project managers can meet these needs.
  • 25. • Project managers must have cooperation from people in other parts of the organization. • Because most IT projects involves cut across functional areas (cross-cultured), top management must help project managers deal with the political issues that often arise. • If certain functional managers are not responding to project managers’ requests for necessary information, top management must step in to encourage the functional managers to cooperate. • Project managers often need someone to mentor and coach them on leadership issues. • Many IT project managers come from technical positions and are inexperienced as managers. • Senior managers should take the time to give advice on how to be good leaders. • They should encourage new project managers to take classes ( to do some online courses) to develop leadership skills and allocate the time and funds for managers to do so. • Working in an organization that values good project management and sets standards for its use also helps project managers succeed.