Research Library

Next Generation Consumerization - Co-creating Value with the Employee & Customer of the Future

The demands being placed on IT can no longer be met by IT alone.  There are too many requests and too many opportunities, all with a short time fuse.  The only way out of this dilemma is to figure out how to leverage the capabilities of all employees, not just IT staff. 

To do this requires new skills on both sides.  IT staff need to focus on enabling the rest of the firm by providing agents, cloud-based platforms, and much more sophisticated data.  Non-IT employees need to step up to use these new tools and take responsibility for delivering information and analysis.  In this session, Doug Neal and Jim Ginsburgh discussed how the lessons of consumerization can be applied to turn IT from an organizational department into a skill that all employees have.


01 David Reid – Introduction

PDF (2.0 MB)



Douglas Neal
Research Fellow
Doug Neal, based in the United States, is a Research Fellow for Leading Edge Forum. Doug's focus is on the intersection of strategy, business operations and technology.     Doug is the author of multiple reports including A Guide to Co-creating Value with Your Customers, authored with Jim Ginsburgh, Lewis Richards and Professor Venkat Ramaswamy from the University of Michigan, Next Generation Consumerization – Co-creating Value with your Customers, The Consumerization Workbook and Preparing for a Post-PC World.   He co-authored the book The Networked Supply Chain:  Applying Breakthrough BPM Technology to Meet Relentless Customer Demands.  Doug’s point of view on consumer privacy was published in Wilson Quarterly, the journal of the Woodrow Wilson International Center for Scholars. Doug has led a number of study tours over recent years on subjects including Dealing with Disruption, The Future of Do-It-Yourself Technology, Mobility, Cloud Computing, Web 2.0 and Green IT. Doug has developed state-of-the-art management and other end-user systems for clients in financial services, manufacturing, healthcare and high-technology companies.  Prior to joining the Leading Edge Forum, Doug worked at two international management consulting firms and founded an organization specializing in systems for executive management. Doug received a BA from Haverford College, conducted special studies at the Ruhr University, and has an ABD from the University of Michigan.