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How cloud computing enables process and business model innovation

Saul J. Berman (Global Lead Partner for Strategy Consulting and Innovation and Growth for IBM Global Business Services (saul.berman@us.ibm.com))
Lynn Kesterson‐Townes (Global Communications Sector Leader for the IBM Institute for Business Value and an Associate Partner within IBM Global Business Services (LKT@us.ibm.com))
Anthony Marshall (Strategy and Transformation Leader for the IBM Institute for Business Value and Program Director of the Global CEO Study (anthony2@us.ibm.com))
Rohini Srivathsa (Strategy & Transformation Center of Competence (CoC) Leader and an Associate Partner within IBM Global Business Services (rohini.srivathsa@in.ibm.com))

Strategy & Leadership

ISSN: 1087-8572

Article publication date: 29 June 2012

10094

Abstract

Purpose

Although cloud computing is widely recognized as a technology game changer because it offers anytime, anywhere services, its potential for driving business innovation remains virtually untapped. This article seeks to define that potential for generating new business models and disrupting industries.

Design/methodology/approach

The authors show how cloud technology has the power to fundamentally shift competitive landscapes by providing a new platform for creating and delivering business value.

Findings

IBM research suggests that organizations are just beginning to understand the power of cloud services to help drive business innovation.

Research limitations/implications

To track how organizations use cloud tech today and how they plan to employ its power in the future, IBM surveyed 572 business and technology executives across.

Practical implications

The survey found that companies worldwide are beginning to recognize cloud's capabilities to generate new business models and promote sustainable competitive advantage.

Originality/value

By assisting in developing new operating capabilities, cloud technology can help a company change its role within its industry or enter a different industry.

Keywords

Citation

Berman, S.J., Kesterson‐Townes, L., Marshall, A. and Srivathsa, R. (2012), "How cloud computing enables process and business model innovation", Strategy & Leadership, Vol. 40 No. 4, pp. 27-35. https://doi.org/10.1108/10878571211242920

Publisher

:

Emerald Group Publishing Limited

Copyright © 2012, Emerald Group Publishing Limited

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