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Traditional business schools teach two key concepts around business (once one has settled on a product or service) and those are value propositions and competitive pressures. IT (Information Technology) has NOT integrated with business well EXCEPT in the commodity markets. The universally zealous focus on process improvements, process automation, and business process management only addresses ONE of the three value propositions. And that type of a focus ends up creating commodities of the product or service (if it is not already a commodity). IT has only aggressively addressed the "Operational excellence" pillar of business. They are only now BEGINNING to seriously look at customer focus and innovation is just barely a blip on the radar screen.
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