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- BUSINESS TRANSFORMATION

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Presentation on theme: "- BUSINESS TRANSFORMATION"— Presentation transcript:

1 - BUSINESS TRANSFORMATION
Where are we now? - STRATEGIC IMPACT OF IT - MANAGING IN THE MARKETSPACE - IDENTIFYING OPPORTUNITIES/ CREATING VALUE - EMERGING INTERNET MODELS - BUSINESS TRANSFORMATION - INTERNATIONAL ISSUES OF E-COMMERCE

2 How did Adobe established Postscript as a de facto Standard?
Lessons 1. Made Postscript an “open” standard 2. Overcame the chicken-egg problem - Alliances with Apple, Aldus, and Linoty-Hell - Foster third-party applications to be developed - Develop in-house applications - Develop a Postscript font library - Made it easy for printer manufactures - Target lead users

3 How did Adobe make money from Postscript?
1. Licensing fees and upgrades 2. Applications that utilize Postscript 3. Sales of Fonts.

4 of applications software
Larger installed base of applications software using Postscript More applications developers add Postscript support Postscript is added by additional laser printer manufactures Larger installed base of Postscript laser printers

5 “Each Technology connect us to some opportunities while disconnecting us from others.”
We need to consider each new technology under 3 broad aspects: 1. The technology itself, 2. The goals of the technology, and 3 The effects of the technology

6 Follow-Up Since Nov. 2000: eBook market has continued to grow slowly
Christmas2000 sales of eBook devices were disappointing BN.com continued to be the most aggressive eBook seller Adobe acquired Glassbook Panning to integrate Glassbook Reader and Acrobat Reader Working with BN.com to have books exclusively in PDF

7 THE PRIMARY OBJECTIVES OF
THE ADOBE SYSTEMS INC. CASE STUDY WERE: 1. To explore the tension between establishing a de facto standard and making money from it. 2. To analyze the drivers of winner-take0all dynamics, in particular network externalities. 3. To understand the importance of industry/market definition in the evolution of standards. 4. To examine strategy-making under uncertainty.

8 Other Interesting Reference
“The Art of Standards War” by C. Shapiro and H. Varian. California Management Review, Vol. 41(2), 1999, pp Taming the Beast: Choice & Control in the Electronic Jungle by Jason Ohler. Technos Press, 2000.

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