Technology strategy surveys as an aid to change in publishing

Abstract

The so‐called information revolution has reached the stage where the publishing industry had joined in, beginning a transformation into electronic forms as computer technology impacts in a more significant way on a relatively traditional industry. The transformation required is, over the long term, essentially a change from mass manufacture to flexible manufacturing and requires an increased marketing orientation. Technology is the enabler both of the product and, in part, of organizational change towards innovation cultures provided it is focused on the market and technology users, both within and outside the firm. This paper examines the use of an IT strategy survey of managers and key staff within a publishing organization where they have been selected from both IT and business functions. It demonstrates the method may be useful in creating an awareness of issues to be confronted to create the transformation required not just in terms of IT, but also marketing orientation and organizational modernization. It is argued that this awareness is a necessary adjunct to the formulation of corporate strategy in publishing companies as the electronic era gathers pace.

Citation

Evans, P. (1996), "Technology strategy surveys as an aid to change in publishing", Aslib Proceedings, Vol. 48 No. 1, pp. 3-8. https://doi.org/10.1108/eb051403