How A Low-Margin Business Cocreated Analytics Value Through An Innovation Partnership

Many IT departments face strict budgetary constraints, limiting their ability to meet business managers' demands to create value with new technologies. As a consequence, tech-savvy business managers launch their own IT initiatives-a trend called shadow IT. This article describes how a business unit partnered with a technology vendor to cocreate an innovative, revenue-generating, analytics solution. Our analysis of the process used to develop this solution provides recommendations for businesses trying to cocreate analytics-based value.(1,2)