The document discusses in-memory computing and SAP HANA. It describes how SAP HANA was developed by SAP co-founder Hasso Plattner and how it uses a columnar database engine to provide extremely fast data access and analytics by storing data in memory rather than on disk. The document also examines HANA through the lenses of diffusion of innovations, knowledge-based, and management fashion theories and concludes that HANA provides moderate benefits to individuals but significant benefits to organizations in profit maximization and achievable benefits to society.