It seems to certain that the heart of the business lays at marketing strategy. The overall marketing umbrella in IT projects involves concentration in vendors and users perception toward each other.
Unquestionably, end-user will be the crucial judge in terms of service which is provided. A framework for managing user expectations identified in terms of user perspectives:
- Successful tactics: listening to users and asking questions
- Less successful tactics : Not communicating with users on the state of the project planning to ‘‘outlast” a difficult user rather than working with them
Clients and vendors role are specified in how to market IT products with consideration of risk in terms of organizational environment, team, and lat but not least user.
Organizational environment:
- Change in organizational management
- Corporate politics with negative effect
- Corporate culture not supportive
- Different geographical locations
- Lack of top executive support
- Organizational restructuring
- Poor cultural fit between client and vendor
- Unstable business and organizational environment that affected the project
Team:
- Client IT lacks cooperation
- Client lacks trust
- Client unable to gain information
- Communication problems
- Conflict between client & vendor
- Divergent working styles
- Imperfect commitment
- Lack of experience & expertise with outsourcing
- Lack of experience & expertise with contract management
- Lack of experience & expertise with the project tasks
- Lack of required skills
- Loss of key employees
- Negative attitudes
- Team composition
- Vendor’s moral hazard
- Vendor’s overstated claims
Users:
- Conflict between users
- Large number of users (internals or externals) affected
- Lack of user participation
- Non-willing users
- Unrealistic expectations
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