Benefit Realization Framework for Enabling Service Innovation: Thailand´s Dairy Industry Case Study

Service Innovation will be useful only if it is being accepted and being utilized by the target users. Often times, the service is invented by IT personnel rather than the real users. Hence, problem generally occurs when the service is delivered to the users. In this paper, we propose a benefit realization framework called Operation of Realizing Benefit in Information Technology (ORBIT). Since the framework focuses more on the users´ acceptance, it identifies key milestones, activities, and stakeholders that should get involved in each of the 4 phases of the ICT project life cycle: planning, realization, exploration, and evaluation. Upon applying the planning phase of the ORBIT in an extension service provided to dairy farmers, we obtained the ICT Context Diagram (IC-Diagram) which illustrates possible access devices, services, technologies, and infrastructures that could be used to deliver a successful service innovation. Non-IT users which include managers, farmers, or vets can gain a better understanding of the service idea and be ready for getting involved in the on-coming phases of ORBIT throughout the project life cycle.