A MORPHOLOGICAL APPROACH TO GENERATING INFORMATION TECHNOLOGY PRODUCT IDEAS

The use of information technology (IT) as a component of new products and services is increasing, often in unexpected areas. Chief information officers (CIOs) recognize their information systems (IS) staffs are not used to thinking in product development terms and that their staffs are viewed as unfamiliar with their basic business operations. In order to take advantage of the apparent potential in this area, IS organizations need a conceptualization of opportunities afforded by IT and a process for generating possible products and services. This paper presents a model for such a conceptualization that includes three dimensions: product/service change possibilities based on IT, the distinguishing of product inherent versus product support functions in meeting customer needs, and common approaches to differentiate product/service. Using this model, a morphological process can help to generate alternative IT product possibilities.