Title: Managing the innovative deployment of Information and Communication Technologies (ICTs) for Global Service Organisations

Authors: Martin R. Fellenz, Mairead Brady

Addresses: School of Business, Trinity College Dublin, Dublin 2, Ireland. ' School of Business, Trinity College Dublin, Dublin 2, Ireland

Abstract: We examine the specific challenges for successfully deploying Information and Communication Technology (ICT) for Global Service Organisations (GSOs). In light of the growing importance of services worldwide, we review current practices of ICT deployment in service provision. We discuss the overwhelming efficiency orientation of ICT deployment and identify its consumer implications and the challenge for the co creation logic underlying services. We then discuss the need for a more customer-centric orientation, argue for an integrative approach to designing, deploying, and managing ICT in GSOs, and discuss the managerial aspects of implementing and employing such an approach. We identify a wide range of relevant research needs across a number of established business and management domains and disciplines.

Keywords: information technology; communications; ICT deployment; global service organisations; GSOs; service logic; co-production; co-creation; customer centric; technology marketing; services.

DOI: 10.1504/IJTMKT.2008.017339

International Journal of Technology Marketing, 2008 Vol.3 No.1, pp.39 - 55

Available online: 28 Feb 2008 *

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