Bloom Group Launches Study:
"How Big Management Ideas Move Technology Markets" — Best Practices on Thought Leadership in the Consulting and IT Sectors
We are very excited to announce the launch of a multi–company sponsored study that we believe couldn’t come at a better time for the IT, IT services and management consulting industry. Our study is called "How Big Management Ideas Move Technology Markets." The topic is about understanding why the most successful thought leadership initiatives of the last 20 years worked — and more important, their lessons for creating demand in today’s economic downturn.
Consider how thought leadership in the early 1990s helped pull the consulting and IT industry out of a severe downturn. (The circumstances sound eerily familiar to today’s times.) From July 1990 to March 1991, the U.S. economy was in the grips of a deep recession. Economic growth hadn’t been as slow since the Great Depression. American companies severely cut spending on consulting, information technology and IT services — except in one area: on firms that could help them "reengineer" their operations.
The market embrace of the management concept of business reengineering fueled rapid growth of consulting firms, IT service companies, and technology firms (such as ERP software providers) that had positioned their offerings as part of the reengineering solution. According to Gartner, companies in the 1990s spent billions on reengineering consulting services and the technology they required.
Reengineering powerfully showed companies how to use IT to dramatically improve productivity. But it also demonstrated to consulting, IT, and IT services firms how they could greatly increase demand for their offerings: by creating "thought leadership." "How Big Management Ideas Move Technology Markets" will examine how business reengineering became such an enormous success. (Note: Bloom Group research and co–founder Bob Buday was part of the marketing team at consultancy CSC Index that made reengineering a household word). In addition, we will look at many other thought leadership successes — as well as at initiatives that weren’t successful — to give IT, IT services and consulting firms practical advice on how to power up their thought leadership initiatives.
The study will be led by Bob Buday and Rob Leavitt, formerly a senior executive at the Information Technology Services Marketing Association (ITSMA). To get a copy of the research prospectus, click here or call Bob directly at (508) 497-3411 for more information.