• 0
      1. Tu carrito está vacío.
    • artículo(s)0,00
September 11, 2018 Conecta Software

The Power of Brooklyn!

Monitoring Tools

Data-Driven Marketing Resources

SEO Resources

Business Intelligence Resources

It is very common to relate technology, innovation and business as an almost continuous whole through which the most advanced management strategies are directed.

A new technology bursts in that promises to change the way we do business or communicate and we quickly look for ways to apply that new technique to the company. The media and social networks are an optimal showcase to convey that sense of progress which in turn generates the need for innovation.

But does the technology applied to the company always generate innovation?

Printers and Publishers

Peter Drucker gives an example that compares the importance of technology with that of information processing.

In his book Management in the 21st century analyses what the invention of the printing press (Technology) meant and how as machines became more common and cheaper, they ceased to be an innovative factor. This innovation was generated by the (Information-centric) Publishers.

"The printing revolution immediately created a new class of information technologists, just as the most recent information revolution has created a whole range of companies, IT and GIS specialists, software developers and IT managers. The IT experts of the printing revolution were the first printers; they were non-existent - and not even imaginable - by 1455, twenty-five years later they had become stars. These printing virtuosos were known and revered throughout Europe, just as the names of major computer and software firms are recognized and admired worldwide today.

By 1580, technology-oriented printers had become ordinary craftsmen (...) Their place was soon taken by what we now call publishers (although the term was not coined until much later), people who no longer concentrated on the 'T' in IT, but on the 'i'."

Technology must support the processes that drive information through organizations. Click To Tweet

Business processes

The business processes of a company are the intermediate layer and the fundamental axis of communication between roles and systems. In these processes the Information is the one that allows to execute transactionsto determine conditions and make decisions. A company with defined processes that use standard conventions and notations between departments enables effective communication within and outside the company.

Technology must support the processes that drive information through organizations.

Innovation Strategy

Incorporating technological improvements must be the consequence of executing a business strategy within a broader framework related to building competitive advantages that allow differentiation.

The 7 sources of innovation

The 7 sources of innovation cited by Peter Druker in his book "Innovation and Entrepreneurship" are

Innovation within the company

  • Unexpected eventsWhen a company obtains very different results from those expected, both negative and positive, it tends to ignore them instead of taking advantage of the information generated
  • InconsistenciesAnalysis of the difference between expectations and results provides information on a pattern or trend that we have not yet discovered
  • Processing requirementsMinor adjustments to specific processes can lead to substantial improvements without having to restructure or rethink everything from scratch
  • Sector and market changesThe ability to react quickly to a sudden change in the market or in a particular segment gives us an advantage based on agility

Innovation outside the company

  • Demographic changesThe reason why companies often ignore these changes is because they are slow. However, anticipating trends related to the market and its composition can have a great impact on innovation
  • Changes in perceptionThe reality perceived by our market does not have to be rational or based on objective data. An example is the growing demand for healthy products while increasing life expectancy and quality of life
  • New knowledgeThe most obvious, it is also the one over which the company has the least control. Companies that can generate this type of innovation require capitalization to support research cycles that are long in time and that do not always end up being successful.

Measuring digital transformation

When applying information technologies in the company, it is important to measure the impact on business processes and check the extent to which the company is transformed operationally and strategically, regardless of how innovative the tools it uses.

The process by which a salesperson submits an order to the office may require a management person to review the customer's credit limits or whether there are any special promotions available, for example.

If this information travelled to the seller or was applied automatically, we would avoid duplication of information processing, which is the real purpose of the application of technology in the company.





Next resources for Segmentation

What are the KPIs of an Ecommerce? Why do we need them and how are they used to get better results and more profit?

Download our free ebook: "Practical Guide to Selling Online"

We have developed a complete guide to these steps. It includes strategy questions such as the different business models available, how to create a marketing strategy and what data to analyze. You can download the ebook for free here:

Leave a Reply

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.

Get in Touch

Subscribe to the newsletter on ecommerce and digital transformation

Trends, guides
and latest news in ecommerce

And receive the first chapter of our book
«Connect your business- The digital transformation of sales»

Get in Touch




Connect your business.


In HUB 360 you will find all the technology and services for your e-commerce strategy.

Complete Marketing Plan


Integrate your ecommerce with your ERP management system and all your channels to sell online.

Tienda Online, ecommerce sobre Prestashop con integración ERP y movilidad para comerciales


BI Studio dashboards are your next generation business intelligence tool.

BI Studio | Business Intelligence


Project co-financed by the European Regional Development Fund. Beneficiary: Conecta Software Soluciones SLU. File number: EATIC2019010001. Approved Investment: 173.800,00 ?. Start date: 01/04/2019. Completion: 30/09/2020. This project aims to develop a multilingual user layer and dashboards for web and windows environments of Business Intelligence solution.

Project co-financed by the European Regional Development Fund. Beneficiary: Conecta Software Soluciones SLU. File number: PI2019010001. Approved Investment: 6,444.80 Start date: 17/10/2018. Completion: 16/10/2019. The present project aims at developing a connector software that automates the generation of virtual catalogues so that the company can offer in its Online Store products with a wide description and with images that make the user experience richer and more complete.


English (UK)