Customers are demanding services using evolving technologies, and firms need agility in the way systems are designed and delivered to quickly meet customer expectations. Such agility is in fact an organizational capability where a combination of internal and supplier/partner resources allow firms to quickly create customer value propositions and deliver value through digital services, that is, services using advanced digitization. Leadership that enables such a customer-centric and service-driven culture using technology is referred to as digital leadership. This chapter develops a 10-step methodology not only to show how an innovative value proposition moves from conception to implementation using an agile system and business architecture, but also to lead to the next set of innovations for review. This methodology, developed over four years iteratively using over 100 graduate student projects, is briefly illustrated through two case examples.
Part of the book: Management of Information Systems