Ethics in Information and Technology

By Raul Bernardino

Introduction:

The Internet global communication has brought countries without any boarder. In this case country law and enforcement has to be overridden with the international law. For instance, the crimes happened over the internet. “Normally physical location of the crimes will be determined the jurisdiction and sets of law to be applied,” Hall, P. A.V. & Fernandez-Ramil, J. (2007, P. 95). However, a person from Africa, sites the information on the Asia internet web sites whereas insulting or offence a person in Europe or USA, which law will be applied. Will it apply USA Law? Will it apply European Law? Will it apply African Law or Asia Law? In this complexity case, it will be analysis it sets of the laws and applied the international law.

Q1:

The CIO is using utilitarian approach on the Schrage scenarios. According to the Benthem is that ‘the greatest happiness to the greatest number’. This means that any decision to be taken it has to base on the benefits to the majority numbers of the employees and for the sake of the business operations. The CIO sees that outsourcing is the best practice to help company operation and minimized the operation cost than using internal IT then it has to be outsource. The internal IT team has to learn from the outsourcing team in order to perform next term. According to Dewey “doing in a right thing is good for the business”. Further Dewey explains that to disclose the information to the boss has to be done in the right moment or in the right time and in the right place. However, the CIOs have to think ahead and look the for the long-term business operation before it comes to the conclusion or decision.

With the normative approach, the CIOs have to use the internal policies, procedures, agreements, code of conducts, and organization culture or behaviors and values as a base for judging the employees, given the rewords and recognitions to the best performing of the employees. Therefore, in the Schrage scenarios, the CIO will be taking decisions base on the normative that has been taken place in the organization. This will be very clear for the CIOs to make a decision on the outsourcing in case the internal IT team cannot perform the task in timely manner. It can be outsourced the activities such as the CRM system development. The internal IT team can be learned from outsourcing best practices for the future implementation. In term of disclosing the information to the boss, in my case, as an employee had a confidential agreement with the organization whereas I can’t disclose any institutional memories to the public. It has to be approved by organization before it goes to public. In other end as employee that embedded in to the organization has a responsibility to make right thing in the organization. Also inform unethical issues to the management to solve in the proper manner.

Q2:

In the short term run the organization or company may loss the employees because not well rewarded to their efforts. In the Schrage scenario for the CRM system development, it can be forced to lose staff because the company willing to have outsource to meet the dead-line. In the long run it can be benefit to the organization or company because the CRM system in place and each to track customers information for the future businesses. The CRM system will make organization or company business more effective. According to Gupta and other stated that “the CIO has to consider the long term runs of the company rather than just current needs.” New ideas and constructive critics coming from employees in which that are for the improvement of the organizations and companies, they have to be considered by CIO.

Q3:

In my own opinion, the businesses have to be run in the good ethics rather than the businesses are focusing on the financial benefit. My argument is that with the good ethics the business can be survived and it is can be running for the long term of the period. While business that is focusing on the financial benefit may gain lot of benefit in the short term of period however it may not be in the long term. The simple reason is that because it is focusing on financial benefit and it might use unethical manner to reach their objectives. For instance: new product innovation. The company may reproduce coca cola to the market and have not paid the royalty to the originator coca cola company. At the end coco cola company may bring this company to the court and this company has to pay millions of dollar because use of coca cola brand name. Normally, this company has to get a license from the coca cola company before it reproduces. In the software application, we can’t just bought one application reproduce or copy them into thousand CDs and sell them in the market in order to gain financial benefit. It is unethical and it will cost for the long term running. It has to be started with the reseller license and doing the business.

In conclusion:

“Systematic innovation consists in the purposeful and organized search for changes and in the systematic analysis of the opportunities such changes might offer for economic and social innovation,” Drucker (2002). The normative approach is better base for CIOs to make a decision because it is cover almost all aspects or ruling the organization or company. In any ethical analysis situation the moral philosophy will be taken in first place.

References:

Hall, P. A.V. & Fernandez-Ramil, J. (2007) Managing the Software Enterprise:

Software Engineering and Information Systems in Context. London: Thomson Learning.

Lecture note, MNGSWE_WK3_seminar

Armstrong, G. and Kotler, P. (2010) Principles of marketing,13th edition, Global

edition:  Prentice Hall

Impact of unethical use of IT

By Raul Bernardino

Introduction:

According to the Andrews, “in the practicality of the ethics have three different aspects that are influencing the behavioral of the organization,” Andrews, K. R., (n.d). They are namely: The individual development which is will be producing personal ethical, the effect of multiple cross cultures effects either they are ethical and unethical environment that contributes in the organization, and the organization are developed the policies, the code of conduct, the procedures which are may encouraging the ethical or discouraging unethical behaviors.  The characteristic of the personal that are influencing in the organizations and the organizations are influencing the individuals (with the policies and procedures) that embedded are equally important. 

“For instance it is not allowing to “copying others works. It is plagiarism or thief other properties in one community culture. However, it is allowing doing so. As it becomes a share knowledge in that culture of the communities” Hall, P. A.V. & Fernandez-Ramil, J. (2007, p.77).

The information technology industries and the revolution of the information bring and contribute to the complexity of the ethical of the computing and ethical of the knowledge sharing properties. Some concerns in the ethical computing as follows:

a.     Monitor employees email and internet access

b.     Lot of people around the globe are copying or downloading music files, video files, and etc. without paying any cents to copyrights

c.      Hackers are breaking the financial data-bases

d.     Student is doing plagiarisms

e.      Spyware or cookies that are planning on the user computers to monitor their activities

One of the concrete examples is the closing down of the ‘DigiNotar’the Dutch certificate authority which grants SSL to the on-line companies. The company was attacked by hackers and able to generate the fake certification including directing users to the other web sites. According to the Bown that, there were significant looses in this event. The after the occurrence, the Dutch government took over the management of ‘DigiNotar’ and now withdraw the trust.

Other example is an ethical piracy of the software. Sometimes, we knew that it is piracy copy of the software application; however that is only the available in the software application in the country. I am talking about Microsoft piracy copies in the country, where the distributor are distributing piracy copies in the very first years of the independence. As the consequence of the piracies, the products are cannot be updated from the internet. Lot of viruses is spreading on the networks and disturbing all connectivity’s. It is including corrupting working files or event deleting the working files. In the beginning of the developing country, there are several difficulties in developing the software applications. We cannot buy software license directly from the source because Timor-Leste is not recognized as a country. Currently, most of the software applications, we bought from agencies that are registered in Australia or Singapore.

Any software application development has to be in-line with the country law and other regulations or ethical of the information and technology.

In conclusion: The ethical computing professional has putted himself or herself in relation to the client, communities, and with the other professionals in order to develop a technology either it is soft or hard for the sake of the society. The impact of the unethical computing may cost the loose of the financial or life of the person as it happened on Therac-25.

References:

Hall, P. A.V. & Fernandez-Ramil, J. (2007) Managing the Software Enterprise:

Software Engineering and Information Systems in Context. London: Thomson Learning.

Lecture note, MNGSWE_WK3_seminar

 

Strategic Leadership and Decision Making, [Online].  Available from: 

http://www.au.af.mil/au/awc/awcgate/ndu/strat-ldr-dm/pt4ch15.html (Accessed: 21 October 201).

Whitney, L. ( 21 September , 2011), DigiNotar files for bankruptcy, [Online].

Available from:  http://news.cnet.com/8301-1009_3-20109522-83/diginotar-files-for-bankruptcy/ (Accessed: 21 October 201).

 

Conflicting Value

By Raul Bernardino

Introduction:

The conflict may arise from two or more difference groups’ view-points. “Those view-points are coming from the way or environment that they live in or experience with before and believe in. This is might differ one another and it is creating potential of the conflicts”, Pearce, W.B. & Littlejohn, S.W. (1997, P.49).

In this situation and condition will be allowing us to judge the behaviors of the groups either “it is raising conflicts or supporting each other (themselves) to reach the organization vision”, Hall, P. A.V. & Fernandez-Ramil, J. (2007, p.77).

Base on the argument above, in my personal experiences with new born organization, it is difficult to adjust. Although in the first year, we did setup an organization strategic plan for period of three years with very clear vision which is “to be a leading petroleum regulatory authority in the region and a model for institutional development in Timor‐Leste”, Autoridate Nacional do Petroleo (2009). This vision becomes a core value to everyone in the organization. However, there are several departments still not started to execute their strategic plan. This may impacted to the core value above. In other end some departments or doing different things that is not in the strategic goals and objectives. It is happen because it is driven by new product sharing contracts that were not seeing in the planning. This reflection reported in the midterm evaluation of the strategic plan.

I do believe that, the organization evolution has to be in place in order to adjust, adapt and adopt as it moves on. However, it has to be consulted with the relevant entities before it moves or adopted the direction. Otherwise, it creates conflict among the entities. For instance staff capacity building, performance review and recognitions. This year, we had lack of the trainings to the staff; in the organization policy it is clear stated that staff is entitle to have at least two trainings a year and it bases on the needs of the staff to perform the job; now it adopts one training a year. Performance review and rewarding are not in line with internal policies. This has come to staff concerns. And it has become an implication to the organization as well. As a result, two staffs are leaving the organization. Staff sent a concern letter to the management. And staff motivation is decreasing.

In the general meeting earlier this year, I mentioned that we have done several activities that are not in line with the strategic plan goals, objective, and including to support the core value. I also did liaison with staff and management to address the internal issues or we called staff concern. In my view as aliased person, I do see the leadership is a determinant factor of mutual trust building in order to achieve organization vision or core value.

In my own department we believe each staff has value to contribute the program and project that we set as in line with IT strategy road map.

There are several features of moral conflicts to take consideration as follows:

a.     Misunderstandings:

b.     Mistrust

c.      Strained and hostile communication

d.     Negative stereotype

e.      Non negotiability

In conclusion:

The conflicts often end up with human right violation or even let to worse as genocide (to eliminate one of the conflict groups). Therefore, in today organization, institution, and company, the leadership is an important factor to reach the core values. He or she has to understand overall organization behavioral and its environment.

References:

Maiese, M. (July 2003), Moral or Value Conflict, [Online].  Available from: 

http://www.beyondintractability.org/essay/intolerable_moral_differences/  (Accessed: 21 October 2011).

Kates, S.L.  (n.d), Conflicting value-Orientation and Intra personality conflict

, [Online].  Available from: 

http://digital.library.okstate.edu/OAS/oas_pdf/v33/v282_285.pdf (Accessed: 21 October 201).

Autoridade Nacional do Petroleo, [Online].  Available from: 

http://www.anp-tl.org/ (Accessed: 21 October 201).

Hall, P. A.V. & Fernandez-Ramil, J. (2007) Managing the Software Enterprise:

Software Engineering and Information Systems in Context. London: Thomson Learning.

Pearce, W.B. and Littlejohn, S.W., Moral Conflict: When Social Worlds Collide.

(Thousand Oaks, CA: Sage Inc., 1997), 49

                                                                                                                                      

Virtual Team Challenges

By Raul Bernardino

Introduction:

The globalization and ICT revolution brings a lot of benefit for world communities. We can easily find an expert, talent, and experience person for specific fields. Either brings them to be onsite or just works from remote location.  The technology enables the virtual team works are possible.

The benefits of having the virtual team as follows:

a.     The business will use right expertise for job

b.     Does not need a relocation and it saves cost for the business

c.      The person does not need to resign from current post and leaves family for certain period of time

d.     It creates a creativities

e.      It creates a loyally

f.       Does not need to invest in the human capacity

There are some differences on onsite team and virtual team on the issues of culture, social interaction, and the working environment. The onsite team may direct effect with country and organization cultures which is dynamical progressing as organization and country moves. It is because he or she is present in those cultures environment by person or face to face.  While the virtual team may not has chance to have cross culture effect directly from the country that he or she works for from remote location. However, the virtual team has to aware that they are interacting with different person, culture, and ethical virtually. The virtual team is very much focusing on the task accomplishment of the individuals or group within the time table or schedule as planned.

There are several challenges in the virtual team as follows:

a.     The trust: It is quite hard to build a trust over virtual interaction, while not have a physically meet with the person. The one of the important component to build the trust here is the communication.

b.     The synergy: It is difficult for people to have a synergy while not spend time together. It is also difficult to build a team relationship. However the virtual team lead or manager have to establish schedule for virtual team to meet virtual either with videoconferencing or audio conferencing in order to improve the communication among the team, also discuss the issue the team member faced, including sharing the information.

c.      The Isolation: The virtual team member is working from remote individually. This isolation makes team member feels work alone and some time out of the loop because loss some updates from the rest of the team. For instance team member is not able to participate the virtual team meeting.

d.     The collaboration: Here the virtual team members have to work and thinking independently while manager or virtual team lead has adjust and adapt their styles in managing the team. He or she has to encourage, motivate, and monitor the progress of each individual works.  

e.      The performance review: It is hard for team lead to assess each individual that works virtually. He or she has to establish the reliable quantitative and qualitative measurement for the accuracy of the performance review. For instance establish the result agreement upfront. In the result agreement has to state tasks to executed, indicator of the outcomes, and time line of the delivery.

In Conclusion: The communication is essential part in the virtual team success or failure during programs or projects execution.

 References:

Hall, P. A.V. & Fernandez-Ramil, J. (2007) Managing the Software Enterprise:

Software Engineering and Information Systems in Context. London: Thomson Learning.

Lecture note, MNGSWE_WK2_seminar

Managing Groups and Teams/How Do You Build High-performing Virtual Teams?, [online].

Available from: http://en.wikibooks.org/wiki/Managing_Groups_and_Teams/How_Do_You_Build_High-performing_Virtual_Teams%3F   (Accessed: 14 October 2011)

Trautsch, B.R. (Dec.11, 2003) Managing Virtual Project Team, [Online]. Available

from: http://userwww.sfsu.edu/~ceb/b895/btrautsch895.pdf    (Accessed: 14 October 2011)

Kimball, L. (1997), Managing Virtual team, [Online]. Available from:

http://www.groupjazz.com/pdf/vteams-toronto.pdf (Accessed: 14 October 2011)

Virtual team benefits and challenges, [Online]. Available from:

http://www.time-management-guide.com/virtual-team.html  (Accessed: 14 October 2011)

Sasso, A. ( 2008), Overcoming Virtual team Challenges: After Action Review,

[Online]. Available from:  http://www.leadingvirtually.com/?p=25  (Accessed: 14 October 2011)

IT Project Plan Outline

·      By Raul Bernardino

     

           Project Plan Outline

1.0 Goals and Objectives

This section presents a general description of the project along with any general or technical constraints and/or considerations. Please include the sub-sections below.

1.    Project name

2.    Business goals and project goals

3.    Scope

4.    Time and budget constraints

5.    General and technical requirements

6.    Training and documentation

7.    Installation

2.0 Project Estimates

This section presents a set of estimates for the completion of the project, including people, hardware and software. Please include the following sub-sections.

1. People costs

a. Historical or researched data used for estimates (Requires annotation listing where you got this information)

b. Salary requirements

2. Equipment costs (Requires costs for all hardware and software used. It is assumed that all hardware and software will be new).

a. Hardware

b. Software

3. Estimation techniques and results

a. Process-based (use the format shown in section 1.2.1 of the lecture)

b. Second method

c. Triangulation results

3.0 Project Schedule

This section presents an overview of project tasks and the output of a project scheduling tool. The following sub-sections should be included:

3.1 Project task list

The tasks that have been selected for the project are presented in this section.

3.2 Task network

Project tasks and their dependencies are noted in this diagrammatic form.

3.3 Timeline chart

A project timeline chart (Gantt chart) is presented. Please embed the Gantt chart in the document as this is the way end-users would see it.

4.0 Staff Organization

The manner in which staff are organized and the mechanisms for reporting are noted.

4.1 Team structure

The team structure for the project is identified. Roles are defined. Include an organization chart.

4.2 Management reporting and communication

Mechanisms for progress reporting and inter/intra team communication are identified

5.0 Risk Management

This section discusses project risks and the approach to managing them. Please include the following sub-sections.

5.1 Project Risks

Each project risk is described.

5.2 Risk Table

The complete risk table is presented. Name of risk, category, probability, and impact are provided.

5.3 Risk Mitigation, Monitoring, Management Strategy

Discuss a strategy to deal with each risk.

6.0 Tracking and Control Mechanisms

Techniques to be used for project tracking and control are identified. The following sub-sections should be included:

6.1 Quality assurance and control

An overview of SQA activities is provided. Note that an SQA Plan is developed for a moderate to large project and may be a separate document or included as an appendix. Use this section to list your business and technology metrics.

6.2 Change management and control

An overview of software configuration management (SCM) activities is provided. Note that an SCM Plan is developed for a moderate to large project and may be a separate document or included as an appendix. Use this section to describe your procedures for handling change to the specification while in development and the system after the system has been implemented.

Reference:

     Schwalbe, K. Information Technology Project Management, Revised 6th edition

New Product Ideas within a Time Compression

By Raul Bernardino

Abstract:

Today’s organizations or business companies will looks different in next 5 or 10 years’ time. The technological disruptions become a biggest part of today business strategy component and planning in order to be an updated organization.

Today’s organization is facing a time compression. The organizations are not similar to 20-30 years back. The organizations employees are also facing a past education; therefore, all organizations or institutions need to strategize the available resources within an updated knowledge, information, and use of the technology to deliver products and services on time with high quality standard.

Whether, we are talking about businesses, organizations, and politics, we live in a time compression or fast-paced world of instant information and 24-hour news cycles. A 30-second story on the evening news, new legislation on Capitol Hill or on new UN approaches, or a competitor or business partner could shift the playing field on any major issues or the business landscape. There are too many complicate things.  We are in the age of the acronym or new slang or completely adopt other’s words and insert them to their own languages – nearly a completely different language to abbreviate lengthy titles of projects, legislation or departments. Moreover, let’s not forget how quickly text messages travel within technology such as in Twitter, Mobiles, and Facebook across the country and a cross border to another countries. This to be a serious contender or candidate in this world, your organization must be nimble or agile, strategic and prepared for anything.

One of the single most important aspects to being proactive or reacting quickly is effective internal communications. If the right hand of your team doesn’t know what the left hand is doing, if your strategies as the leader of the organization are not clearly communicated to your employees, you could be left treading water in very stormy seas.

By utilizing proactive and real-time internal communication strategies, your organization will succeed in all aspects – internally and externally. So, I have incorporated the following concepts into my work style and found to have positive effects on internal communications and ultimately accomplishing organizational goals. 

Introduction:

Products are something that companies or industries can offer to the market in which to be consumed and had by customers and also to fulfill and satisfying customer needs and wants. For instance: car, chocolate, tooth-paste, pizza, trend cloths, electronic devices, and etc.  Products also define as “services, events, persons, place, ideas, organizations, and mix of these”, Armstrong, G. and Kotler, P., (2010). Services are intangible products that can be defined as activities and benefits to offer to the customers. For instance, the advisors in legal, marketing, finance, and etc. Those advisors or consultants are advising or serving the customers on the specific issues that they (customers) are faced in order to get a clear ideas on how to implement or face the cases and customer are satisfied with the advisory services and fixed the issues in the scope of works. 

Drucker (2002) defines that: “Systematic innovation consists in the purposeful and organised search for changes and in the systematic analysis of the opportunities such changes might offer for economic and social innovation.” There were 7 (seven) sources of the innovation proposed by Drucker. They are as follows:

1.  Unexpected occurrences in which is coming from internal site: According to Drucker, most of the business player are ignore the unexpected failure and success for the future innovation
2. Incongruities: This is an internal factor in which disconnection between expectation and result often provides opportunity of the innovation
3. Process needs: This is an internal factor in which the industry of the newspaper or magazine is today advertising their products of newspaper or magazine and allowable to distribute in very low cost and in other hand it is increasing the readership
4. Changes in the Industry and Market: This is also part of internal factors whereas deregulation of the telecommunication industries have created confusion however it is also given opportunities for the innovations
5. Change of Demographic: this is an external factor whereas the increasing and decreasing of the population may cause the product sales
6. Perception Change: This is  an external factor whereas the perception of the people healthier compare to people health before it is also trigger to have an new innovation 
7. New Knowledge: This is an external factor whereas base on the original idea or design the industries try to make some innovation to the version of the products. For instance, incremental innovation such as the evolution of the Pentium I chip to Pentium II, Pentium III, and then Pentium IV. The disruption innovation brings totally new product from the existing one. It may have longer time to have impacts. For example, computing machine in which available since 1900 however, it only use in the 60 years later in the business.

These principles are to analysis the opportunities and preparing the invention based on conceptual and perceptual.

The innovations approaches that Drucker explained above were quite comprehensive. However, Palmberg (2004) has a different approach of the innovation. Palmberg approach says that, the innovation is depending on the industry and it is operating. It is also including the market environment. Palmberg has proposed 6 (six) categories of the innovation as follows:

1.     Generic,

2.     Science-based,

3.     Competitive,

4.     Customer oriented,

5.     Regulatory,

6.     Technology oriented

These two approaches above are totally different however, the essence is that the innovations have to be based on something, either the innovations are based internal or external and based on generics, competitive, customer oriented, and etc.

These ideas that generate by companies or businesses are positive in which to select the best one among thousands of ideas whereas to fit in the market needs. For example, recently IBM did innovation on ‘Jam’ in which IBM invites customers to submitted ideas for new product and service.

According to Professor Gary Hamel, London Business School on ‘Creating the Future’ presentation to the senior executive course at Stanford University (December, 1997) stated that:  “Ninety per cent of what you need to learn, you will learn from outside your own business sector.” Therefore, we do need a coping from other organizations and adapt them into our own business environments. 

Moreover, the changes are more rapidly now comparing to last 20 years ago. Let’s view structural changes in the world economy. We can also analyze by monitoring regional contributions to world value added over time.

Please have look following world economic growth in last five to ten years:

-         Asia and China economy is growth

-         Europe and Grace economy slow down

-         Changes are more rapidly now compare to last 20 years ago

Why is that?

Technology disruption in the industries and economic development; technology helps to do risk analysis on time and delivery of the service on time; technology helps deploying recourses around the globe without have to own the resources.  Technology helps to reduce environmental impacts so on so for.

One concrete example how Mike Dell success:

-         Learn from Toyota Car distribution model

-         Use internet as distribution technology

-         Customer can decide and customize and has quick delivery to the destination

Other example is Steve John: he uses what is the next model: such as Ipad, Iphone, etc.; where he has very good sensing of the Wal-Mart.

Cohesive entity:  for example, purchase department will to put more assets while operation department will to reduce the assets. In any organization department has to have a cohesive or synchronize the strategies. However, these will need good internal communication established.

The strategy should be focus on: Product, Innovation, and Operation; in early 1990 many industries focuses on redesigns and re-engineering, (It is good to have last 20% of the products finishing has varieties)

For instance, the advertising company will use brainstorming model to have new ideas of the products while bank has to have a mathematician to delivery economic model for the banks products and services. Then these all will be creating new organization out of today organization.

For example Silicon Valley company history it is just all about innovative:

-         Capital market innovations

-         Idea Market

-         Innovative market

Other group of world economy contribution is BRICs (Brazil, Rusia, India, and China). However, the real world economic powers are:

-         Power of the World Trade Organization

-         Information Technology

These two factor are contributing to the world economy (increase integration of world economy)

Convergence: For example, Nike product industry give training branches that focusing on standard and quality has to be same.

Why Africa become a focus for economy investment? That is because it has major scale low and growth differentials are high.

Conclusion: 

The customers oriented focus are more relevant for today’s marketing innovation; because within the customer oriented approach, we can focus on the customer needs and wants in certain location (geographic), it is including the customer demographic, customer perception (psychographic), and etc. Within these approaches, we can then able to design and produce a new products lines for the specific customers.

Today’s time compression has forced all institutions or organizations around the globe to adopt and adapt new technologies in their businesses environment whereas strategize their business and deliver new innovation products and services on time and within high quality standard.

The organization need to strategize all resources including its employees for instant employee knowledge updates and motivating employees with incentives and rewords. These will motivate all employees to contribute in the innovation and produce organization products and services, whereas organization goals and objectives are reached.

References list:

• Armstrong, G. and Kotler, P. (2010) Principles of marketing,13th edition, Global edtition: Prentice Hall, Ch. 8 and Ch. 9
• (N:N), New product Innovation, [on-line]. Available from:   http://www.hypeinnovation.com/business-solutions/business-innovation/new-product-innovation/   (Accessed:  30 July 2011)
• (N:N), Product Innovation and Renovation, [on-line]. Available from:  http://www.nielsen.com/us/en/practices/product-innovation-renovation.html  (Accessed Date: 30 July 2011)
• Keyes, J. (August 2007), Focus on Business and Technology, [on-line]. Available from:  http://www.newarttech.com/August2007.pdf (Accessed: 7  April 2014)
• (N:N), Innovate for growth and create new demand, [on-line]. Available from: http://www.nielsen.com/us/en/nielsen-solutions/product-ideation.html (Accessed: 7 April 2014)