Entrepreneurial Marketing

CHAPTER 16Technology and Stakeholders: Leveraging Tools to Increase Value

If we use technology for the common human good, customers, and society, we know it as technology for real humanity. This is not just high touch but higher‐touch because it holistically accommodates all stakeholders' perspectives and broader implications. Therefore, this book's discussion about technology does not comprise the technical details about the technology, but how companies use technology and the resulting implications. In this chapter, we'll look at technology for the people, customers, and stakeholders. Then we'll consider its effect for a company.

Technology for People

Companies can leverage technology to assist talent in optimizing their efficiency. The exact technology to use depends on the industry. In the next sections we will explore several that can make the workforce more productive and humane.

Compensation Management Software

Compensation‐related digital tools can help companies manage salaries. All payrolls can be seen on a dashboard and adjustments made based on an employee's achievements. The company can adopt policies that optimize the existing budget and are fair to its people.¹

Capterra, an online marketplace vendor, uses Paycom to manage its workforce. Its approach enables it to onboard new workers, handle time‐off requests, and keep on top of HR tasks. These solutions accommodate flexible scheduling, which boosts productivity.²

Cloud Computing

This technology enables employees ...