Information Technology Organization

Donald Tapscott

"Tapscott is a leading business thinker on innovation, globalization, and the impact of rapidly changing technology on business and society." (1) Tapscott discusses the new generation of digital consumers and the requirement for a new paradigm for marketing. The argument Tapscott develops in the first video is that the Chief Marketing Officer (CMO) must be skilled in Inbound Information Technology. The consumers are demanding personalized and responsive websites for an engaging experience. In the second video, 'Demand Pull For Change', Tapscott discusses how technology can be used to solve the world's problems. He argues it is a new way that individuals think and interact. In the third video, 'Principles for the Open World' Tapscott discusses internet-driven mass collaboration. He argues that the digital revolution is enabling new models of global problem solving, collaboration, and governance.

1. New Paradigm for Marketing

There is an emergence of new ways to reach "digital native" consumers. This represents the beginnings of a new paradigm for marketing. Marketing relies upon the talents of ISM professionals who are well-versed in the new language of Inbound Information Technology. The internet has made the 4Ps of marketing (product, place, price, promotion) irrelevant. The new paradigm of marketing is now ABCDE. Listen in!!

  • A - Anyplace
  • B - Brand
  • C - Collaboration / Communication
  • D - Discovery
  • E - Engage / Experience


2. Global Solution Networks Driver: Demand Pull for Change

In this video, Don Tapscott discusses the drivers for a new model for solving world's problems.  The paradigm is the digital revolution. Listen in!!

  1. Social Networking
  2. Mobility
  3. Internet of Thinks (IofT)
  4. Big Data
  5. Cloud

3. Four Principles for the Open World

In this video, Don Tapscott argues that today's generation has been bathed in connecting technology from birth and as a result the world is transforming into one that is far more open and transparent. Tapscott lists the four core principles that show how this open world can be a far better place.  Listen in!!

  1. Collaboration
  2. Transparency
  3. Sharing
  4. Empowerment