Strategic Technology Planning for the Techno-Global Economy: Cities in the Market

Strategic Technology Planning for the Techno-Global Economy: Cities in the Market

Al D. McCready (McCready Manigold Ray & Co. Inc., USA)
DOI: 10.4018/978-1-60566-134-6.ch004
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Abstract

Indications are strong that globalization is an irresistible force, fomented by, or at the very least, enabled by technology. This chapter refers to the technology driven aspects of globalization as “techno-globalization” and describes the role of strategic technology planning in the marketing of cities in this global economy. It describes strategic technology planning for information and communication technologies and its intersection with marketing planning. It is intended to guide managers through the technology planning aspects of ICTs and city marketing. In addition to providing practical guidelines for preparing a technology plan that supports the organization’s strategic and marketing objectives, the chapter explains many of the nuances of the preparation and alignment of organizational strategic plans using current information systems and organizational theory concepts.
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Introduction

Strategic technology planning is a specialized instance of strategic planning. Because of the particular nature of technology strategy, it embraces many elements of strategic planning, but necessarily includes technology planning considerations and technology evolution forecasting that are not normally part of standard strategic planning. Strategic technology planning can be thought of as a strategic view of the entity’s technology infrastructure and requirements that results in the identification of “best fit” technology initiatives in support of the entity’s overall strategic direction. In parallel, marketing planning takes the marketing perspective at both a strategic and tactical level. When viewed in relation to the marketing plan, the strategic technology plan moderates and supports the marketing plan at the tactical level and in its transition from a strategic perspective to a tactical focus. The chapter provides specific guidelines regarding the development and content of the strategic technology plan, but leaves the details of the actual plan preparation to each municipality’s information technology governance and planning process. The chapter describes strategic technology planning, what it is, and how it properly integrates with the organizational strategic plan and peer strategic planning components.

Naturally, municipal organizations have many active plans in a multitude of areas. Some of these plans are strategic, some are financial and some are operational. The following chart, Figure 1, depicts some of the elements of the overall strategic planning process. This diagram shows the segments of the overall system of planning that are addressed by this chapter. The shaded areas are directly addressed and the areas without shading are not addressed or are mentioned only tangentially. The organizational strategic plan and the strategic technology plan are discussed. The role of strategic planning in marketing, the role of information and communication technologies (ICTs) in marketing, and the potential interactions with ICT providers are addressed.

Figure 1.

The overall system of planning

This chapter is intended to provide useful information to people who have oversight or direct responsibility for a municipality's marketing planning and/or technology planning activities. The purpose of this chapter is to describe strategic technology planning and its intersection with ICTs, and their joint intersection with marketing planning as it relates to municipal marketing. Strategic technology planning is oriented to the specific requirements of planning technology to support the planning entity’s overall strategic and tactical plans. Therefore, this chapter is a little less of a “what is” description and more of a “how to” explanation. The next sections will discuss strategic technology planning, the role of strategic technology planning in marketing planning, and, in parallel, the role of ICTs in marketing. This chapter also discusses the process of constructing the technology segment of your overall city marketing plan, and reviews certain tactical considerations related to successful implementation. It should be noted that, by their very nature, governmental entities are monopolies. However, when their considerations move beyond their geographic boundaries, they move from being the only one to being one of many. Planning, and specifically various types of strategic planning, is often couched in a “competitive” context. Within the monopoly, the competitive frame of reference has limited application. But outside the monopoly, in the “marketing as one of many” framework, the competitive frame of reference applies. It is from this perspective that commercial and quasi-governmental planning references are used in the following discussion.

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Table of Contents
Acknowledgment
Mila Gascó-Hernandez, Teresa Torres-Coronas
Chapter 1
Norberto Muñiz-Martínez, Miguel Cervantes-Blanco
Cities are acquiring a key geopolitical importance in the shaping of world-wide flows and exchanges, playing a key part in modern socio-economic... Sample PDF
Identity and Marketing of Cities
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Chapter 2
José Fernández-Cavia, Assumpció Huertas-Roig
City marketing tries to position cities in the mind of the public, although the process of creating and communicating city brands is still at an... Sample PDF
City Brands and their Communication through Web Sites: Identification of Problems and Proposals for Improvement
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Chapter 3
Barry Mishra, Erik Rolland
City marketing in the broadest term can be defined as the strategic design of the city to satisfy the various stakeholders of the city who often... Sample PDF
A Strategic Framework for City Marketing: The SSRM Approach
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Chapter 4
Al D. McCready
Indications are strong that globalization is an irresistible force, fomented by, or at the very least, enabled by technology. This chapter refers to... Sample PDF
Strategic Technology Planning for the Techno-Global Economy: Cities in the Market
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Chapter 5
Juliane Chudalla, Key Pousttchi
Mobile services have great potentials in different fields, so it is interesting to have a closer look of them, and about the way they can be used... Sample PDF
City Marketing Goes Mobile: Use of Mobile Commerce Techniques for City Marketing
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Chapter 6
Laura L. Matherly, Maureen Jouett
Integrating information communication technologies (ICTs) and marketing in strategic management of city government is critical to achieving... Sample PDF
Strategic Management in City Government: Integrating Information Communication Technologies and Marketing in a Causal Model to Drive Stakeholder Satisfaction and Economic Development
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Chapter 7
María Isabel Huerta-Carvajal, Luis Felipe Luna-Reyes
Local governments around the world are becoming aware of the importance of identifying and marketing their local assets to promote economic... Sample PDF
City Boosterism through Internet Marketing: An Institutional Perspective
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Chapter 8
Pablo Díaz-Luque
Large cities are one of the most popular tourism destinations throughout the world. Business and leisure tourists visit these areas every year and... Sample PDF
Official Tourism Web Sites and City Marketing
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Chapter 9
Lluís Prats-Planagumà, Raquel Camprubí
The competitiveness of tourism destinations is a relevant issue for tourism studies, moreso, is a key element on the daily basis of tourism... Sample PDF
E-Tourism Image: The Relevance of Networking for Web Sites Destination Marketing
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Chapter 10
Nicholas P. Robinson, Prescott C. Ensign
This chapter discusses the importance of making strategic investments in information communication technologies (ICTs) in order to benefit from... Sample PDF
Marketing Your City's Industries to the World: Building and Retaining Export Oriented Clusters through Strategic ICT Investments
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Chapter 11
Marianna Sigala
During the last decades, the use of Web 2.0 applications for the generation, dissemination, and sharing of user-generated content (UGC) and the... Sample PDF
WEB 2.0, Social Marketing Strategies and Distribution Channels for City Destinations: Enhancing the Participatory Role of Travelers and Exploiting their Collective Intelligence
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Chapter 12
José-Rodrigo Córdoba, Nicolas Jullien, Jocelyne Trémenbert
This chapter defines three different patterns to understand how city marketing initiatives are designed and implementing, and how information and... Sample PDF
Developing Patterns for Thinking About City Marketing Initiatives
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Chapter 13
Peter Dobers, Anette Hallin
This chapter discusses a current example of the ongoing efforts of city managers to promote their cities, also known as place marketing or place... Sample PDF
The Use of Internet in Building the Brand of "Stockholm: The Capital of Scandinavia”
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Chapter 14
Anette Hallin
Information and communication technologies (ICTs) cannot only be used practically in marketing efforts, but also as symbols, due to the images and... Sample PDF
Marketing the mCity: How a City Based ICT-Project Can Make Sense
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Chapter 15
Sandra Moffett, T. M. McGinnity, M. Callaghan, J. Harkin, D. N. Woods
This chapter outlines the journey that the city of Londonderry (Derry), Northern Ireland, undertook when converting a traditional walled city to a... Sample PDF
Walled City to Wireless City
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Chapter 16
Bantu L. Morolong
This chapter introduces the reader to the idea of city marketing. This idea has developed over time, globally, as cities continue to grow rapidly.... Sample PDF
Using Information Communication Technology to Decentralize City Marketing: Challenges and Opportunities
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About the Contributors