Page 250 - GLOBAL STRATEGIC MARKETING

12 Implementation through Enabling Technologies

Learning outcomes

At the end of this unit you should be able to:

• Understand how technology has presented opportunities and
challenges in international markets

• Understand the role of enabling technologies in relation to strategy
development

• Understand the identification of threats and challenges of new
technology.

12.1 Introduction

Technology is at the forefront of economic development and is responsible
for the developments in global sourcing, global communications such as

social networking sites, information and database management and e-
commerce. Technology is a major driver of change and organisations

need to change, adapt, utilise and enable technology as it can aid in
strategy development, the exploitation of opportunities and competitive
advantage (Doole and Lowe, 2008).

12.2 Technology as a ‘vicious circle’

Although investing in technology can create a competitive advantage, the
life cycle of technology is ‘never ending’ but in contrast technology has a

very short life cycle. Therefore, technology can be seen as a vicious circle
(see Figure 12.1.). The problem is that practical applications are identified

and implemented but there may be changes in industry standards or
customer expectations as well as competitors copying the new technology

and the cycle starts again. It is also very expensive to keep investing in
new technology as that new technology can become quickly obsolete.