Sales & Marketing Alignment: How to Synergize for Success
Out of the Box: How ICT reshapes the work question
1. Out of the box
How ICT reshapes the work question
Henri ISAAC
Associate Dean for Research, Rouen Business School, France
2. The invisible industrial revolution ?
Temporal effects of ICT
Spatial effects of ICT
Socio-economic consequences of the digital revolution
new type of economic organization
Toward a new work regulation
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Agenda
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3. We experience an on-going industrial revolution:
– Digitilisation is a structural trend (money, sound, text,
image, video)
– A new raw material : information
– And now economic value
Source of value:
– No longer based upon capital or goods ownership
– The age of access (Rifkin, 2000)
– Intellectual capital versus physical capital
– Positive externalities of electronic networks
Cognitive capitalism
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The invisible industrial revolution?
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TEMPORAL EFFECTS OF ICT
Anytime, anywhere, always on
6. Time compression
Time extension
Mixed times
Parallel times
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Temporal effects of ICT
7. Shrunk Temporal horizons:
– Very visible in the financial decisions (short term
management)
– Also very visible on the financial markets (high freqency
trading, HFT)
But also at the individual level:
– Less time for decision making process
– Less reflexion because of people’s reachability
– Instantaneous culture leading to an urgency culture
– Time pressure is a key driver in work overload
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Time compression (instantaneity, real time)
8. Extension of work in many different time zones:
– During the day before/after work time
– During pause/break time
– While commuting
– During the week-end
– During holidays
Auto-connexion or required connexion?
Which is the more problematic ?
Addiction? Restless world?
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Time extension (never ending work)
9. Private life enter the work time
Work enter the private time
Interweaving of different social times
Historically, Capitalism has separed those two different
social activities
Question:
– Is the blurring of this frontier a new step in the
development of capitalism?
– Exploitation of skills and values developed in the private
sphere?
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Mixed time
10. Ubiquity: capacity to be in different time & space zones at
the same time
Practices that have grown over the years
Very visible in business meetings
Questions:
– Are we able to manage simultaneous tasks?
– Are there differences among people (so called Gen Y) ?
– Phenomena contributing to work load
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Parallel times (simultaneity)
12. ICT drove the communication prices to almost zero
Local/global reinvented
But distance doesn’t disappear
– In e-commerce : goods support distance no longer the
customer
– People: Increase number of people traveling
But, increase broadband (FFTH) will develop telepresence
tools
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It’s a small world
13. Working everywhere !
– Train, tube, airplane, aiport, stations, cars, etc.
The world is the office !
Historically, we have been creating spaces dedicated to
work
Many activities are based on work commuting
Sustainable development ?
Socialization ?
Professional identity ?
What can of society do we want?
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Spatial effects
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New type of productive organizations
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Virtual
company
Traditional
company
16. Université d'été 2009 16
Network Technologies & virtual network
1/29/2015
company
Intranet
Tier 1
Extranet
Tier 2
Extranet
Tier 3
Extranet
customer 3
Internet
Competitor 1
Competitor 2
Extranet
Competitor 3
Competitor 4
customer 2
Internet
customer 1
Internet
17. Traditional company vs. Virtual company
Traditional company
– Hierarchy (cf. R. Coase)
– Subordination principle
– Salariat
– Unicity of time
– Unicity of location
– Value creation based upon
internal physical
ressources.
Virtual company
– Network of contracts
– Access to ressource
through a network
– Electronic networks
– Asynchronous work in a
distributed network
– Value creation based upon
distributed ressources
connected by electronic
networks
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19. Rethinking the work question in other ways is key
Why ?
– Increase in the lifetime (ageing society)
– We should consider different periods over the lifetime
– We should reconsider the frontier between private and
professional life because of the modern individualism
– We should reconsider time as the only measure of work
– We should consider quality of life as a starting point
It is time to start answering these questions !
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Towards new regulations
20. Thanks for your attention
his@rouenbs.fr
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