An Enterprise Internet Content Implementation Method and Case Study

Abstract

This article presents an enterprise method for moving a firm's product content to the Internet. Web-enabled, online content provides a competitive advantage for attracting, selling, and servicing clients globally. Two case studies of large international firms that used the content method are summarized. Findings show that the implementation method explained in this article provided a basic structure and process for meeting client goals. However, technology objectives tended to continually overwhelm enterprise and business strategies. The subordination of enterprise strategy resulted in dysfunctional organizational conflict and unnecessary project delays. Also, unanticipated, disruptive consequences of the changes resulted in confused organizational roles and work practices, which were not adequately addressed. This study recommends: (1) Enterprise and information technology (IT) strategy should be jointly planned before the content change process begins. Project sponsors representing top-down and bottom-up organizational levels should be assigned to coordinate IT and business goals throughout the project life cycle. The primary role of the project sponsors would be to anticipate and solve team and individual work-related needs during the project. (2) Change management interventions should also be incorporated into the enterprise method to commit, involve, and train those affected by the change. These recommendations would strengthen the effectiveness of the enterprise method observed and gain satisfaction of stakeholders involved in the change process.