This is a very raw emerging thought – Catching up on the reading I need to do for University and a few things started to come together. I realised that business (people in them) still think of themselves as relatively static entities in a market that doesn’t change. This was highlighted when I was reviewing two different frameworks for business strategy; Michael Porter’s Generic Strategy model (something I’ve used in the past) and D’Aventi’s Hyper-competition model. Click in the image to see the two models.
I’m still working through my thoughts on this and how to use, but I think that as a whole as markets thrash through the product -> commodity phases, the markets represent a hyper-competitive one and the strategies listed by D’Aventi seem to be more appropriate.
That said, you could also use the D’Aventi model as a targeted selling technique on a case by case basis. As the relevant IT adoption maturity of the potential customer will vary, as will their perception of the Technology and it’s capability.
Regardless of the use, the models are definitely only useful for short term game. I don’t want to get to the point of lazy generation of strategy statements. More looking at ways to direct thinking appropriately, for the given situation.