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The Journey to Value

Charting a course for success
in emerging markets

Lee Schlenker and Kees Pronk

Contents
Whats old?

Whats emerging?

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Whats new?

11

Whats wrong?

13

Index

17

(G)

Published by Goodfellow Publishers Limited, Woodeaton, Oxford, OX3 9TJ

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Copyright Lee Schlenker and Kees Pronk 2009

All rights reserved by Goodfellow Publishers Limited. The text of this publication, or
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retrieval system, or otherwise, without prior permission of the publisher.
Design and setting by P.K. McBride

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The Journey to Value

The business challenges of

the New Normal*

Given the challenges of the current economic climate, why should companies
invest in purchasing more information technology? Why shouldnt they just continue using the technologies they have already implemented, or learn to make
better use of their current investments? Are there fundamental market trends
that justify designing, implementing and evaluating information technology differently? Are these trends characteristic of developed Western markets, or are
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they also present in the emerging markets of Central and Eastern Europe?
Sometimes good questions beget others. Fully addressing any one of the above
requires thinking through four fundamental tenets of the new world of work:
whats old, whats emerging, whats new and whats wrong. Whats old provides the experiences, visions, and objectives of the recent past that have shaped
how managers see their business challenges today. Whats emerging deals with
the extent to which local context and experience has potentially shaped the nature of these business challenges. Whats new refers to the fundamental trends
n}bObbOOO8b}88bqbOu88ub8YbOchase new technology and services. Finally, Whats wrong is where our future
Ob b Fbu 3}O} OqO 8Y bV n 8V Y
push business decision makers in organizations in emerging markets to look
into our visions of how information technology can enhance the value of their
businesses?
In this chapter, each of these questions is addressed in turn. This chapter opens
}8YOn}b8bnFb8OOb}8}8b}bbYYbob8
new world of work. The relevance of these arguments is analysed within the
context of emerging markets in general, and the emerging markets of Central
and Eastern Europe in particular. The discussion then shifts to the potential
consequences of the recent economic crisis on how information technologies
*

The New Normal has been used by McKinsey Consulting, among others, to suggest
that post-crisis markets will be built on new forms of business practice. The turn was
o ObY F Roger McNamee in a Fast Company conference in 2003, and then
popularized by Austrialian rock group Cog in their 2005 album of the same name.

Chapter extract

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