Managing Risk in a New Telecommunications Service Development Process through a Scenario Planning Approach

Authors

Jae-Hyeon Ahn, Graduate School of Management, Korea Advanced Institute of Science and Technology, 130-012, Dongdaemun-Ku, Cheongrangri-Dong, Seoul, Korea
Ann Skudlark, AT&T Laboratories, 180 Park Avenue, Florham Park, NJ 07932, USA

Document Type

Research Article

Abstract

Managing risk in a new product and service development process is one of the major challenges for many business managers. A scenario planning approach was incorporated into a new telecommunications service development process in order to understand the uncertainties shaping the future economic, business and technological environments. Understanding the major drivers for uncertainties helped in gaining insight and thereby generated new strategies for reducing risks and taking advantage of opportunities from uncertainty. In order to demonstrate the process and value of the approach, it was applied to a new telecommunications service concept, the Phoneweb service, which allows Internet access through telephones rather than a computer interface.

DOI

10.1080/02683960210161258

Recommended Citation

Ahn, Jae-Hyeon and Skudlark, Ann (2002) "Managing Risk in a New Telecommunications Service Development Process through a Scenario Planning Approach," Journal of Information Technology: Vol. 17: Iss. 3, Article 2.
DOI: 10.1080/02683960210161258
Available at: https://aisel.aisnet.org/jit/vol17/iss3/2