The information system as a competitive weapon
Communications of the ACM - Special section on management of information systems
Strategy and computers
Competing in time: using telecommunications for competitive advantage
Competing in time: using telecommunications for competitive advantage
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Telemarketing is a growth industry that falls within the realm of information management. The telemarketing services provided by AT&T American Transtech grew from non-existence to a position of leadership in the industry in just four years. The organization was able to accomplish this feat with a total systems approach using innovation methods for approaching and satisfying new markets. Hardware innovations, including the use of ISDN, along with a humanized implementation, have been combined in this successful effort. This article describes the telemarketing service effort of American Transtech and the lessons learned that could be applied to other information management organizations.