Worldwide the environment in which IT initiatives are deployed is changing. Increasingly, IT investments are being made to produce market outcomes as well as internal operating efficiencies. Learning about the linkage between the IT investments and business value is a critical challenge in the service sector for industries such as financial services, transportation and retailing where IT is endemic to the products and services delivered to customers. Using a case study in a large North American insurance company and recent theory as our guide, we identify ways in which information systems (IS) organizations can become more innovative by using learning as the bridge between working and innovation.
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