SHLF TIAM Framework: Methodology for Industry Testimony Analysis & Technology Assessment

SHLF Systemic Hybrid Learning Framework (Purple People Forge) Guidelines for the Analysis of Company Testimonies with the TIAM Method This resource is part of the SHLF Toolkit – Purple People Forge: Open Educational Resources for MIS (v1.0) Gianpiero Mattei, Marco Morfino Department of Innovative Technologies (SUPSI-DTI) Version 1.0 | AY 2025-2026 2 Guidelines for the Analysis of Company Testimonies │ SHLF Toolkit - Purple People Forge | © 2025 G. Mattei, M. Morfino │ DOI: 10.5281/zenodo.17807847 Document Overview What is this? This document provides the structured methodology for analysing company testimonies using the TIAM Framework (Technology–Innovation–Adoption–Market). It guides the transformation of qualitative industry insights into a rigorous analytical report, supported by the quantitative TIAM Tool (Excel). Who is it for? • Students: conducting structured analysis of guest lectures and case studies. • Educators: seeking a replicable format for industry-based learning assignments. How to use it: • For Methodology: refer to Section 3 (Analysis of Technologies, Innovation, and Strategic Positioning) for the detailed 4-dimension framework. • For Execution: use Appendix A to map your qualitative analysis to the specific sheets of the SHLF_TIAM_Tool_v1.0.xlsm workbook. • For Assessment: consult Annex A to understand the evaluation criteria and grading logic. Cover icon – Bionic Capability Orchestrator (BCO) The cover illustration represents the Bionic Capability Orchestrator (BCO), a visual evolution of the “purple people” profile in the SHLF framework. It is used across the Toolkit as the icon for roles that orchestrate information systems, data and AI capabilities to augment human decision-making in a responsible way. 3 Guidelines for the Analysis of Company Testimonies │ SHLF Toolkit - Purple People Forge | © 2025 G. Mattei, M. Morfino │ DOI: 10.5281/zenodo.17807847 Table of Contents Document Overview .......................................................................................................................................... 2 Table of Contents .............................................................................................................................................. 3 About the SHLF Framework ............................................................................................................................... 4 1. The Four Pillars ................................................................................................................................ 4 2. Theoretical Foundations ..................................................................................................................5 3. SHLF Toolkit ......................................................................................................................................5 Guidelines for the Analysis of Company Testimonies: introduction and purpose ............................................ 6 Introduction to TIAM Framework...................................................................................................................... 6 Recommended report structure, content, and analysis process ...................................................................... 7 1. Summary of the Testimony– Descriptive Synthesis ....................................................................... 7 2. Context, Value Proposition, and Key Outcomes. ........................................................................... 7 2.1. Company Overview...................................................................................................................... 7 2.2. Position in the Value Chain or Ecosystem................................................................................... 7 3. Analysis of Technologies, Innovation, and Strategic Positioning (TIAM Framework) ................. 7 3.1. Technology (T) – Description and Assessment .......................................................................... 7 3.1.1. Description of Key Technologies ............................................................................................ 7 3.1.2. State of the Art, Positioning, and Maturity Assessment ...................................................... 8 3.2. Innovation (I) – Type and Impact ............................................................................................... 8 3.2.1. Type of Innovation Supported (product/process/business model) .................................... 8 3.2.2. Degree of Innovation (incremental vs. radical; scoring 1-10) ............................................... 8 3.2.3. Link with IT Macro-Trends ..................................................................................................... 8 3.2.4. Impact on value creation ....................................................................................................... 8 3.3. Adoption (A) – Readiness and Barriers ..................................................................................... 9 3.3.1. Barriers and Enablers ............................................................................................................. 9 3.3.2. Organizational Readiness and Company's Role ................................................................... 9 3.4. Market (M) – Positioning and Opportunities ............................................................................ 9 3.4.1. Comparative Analysis of Market Solutions ........................................................................... 9 3.4.2. Link with McKinsey Macro-Trends ....................................................................................... 10 3.4.3. Impact Across Application Sectors ....................................................................................... 10 3.4.4. Market Evolution and Strategic Opportunities ................................................................... 10 4. Comparison Between Testimonies ............................................................................................... 10 5. Conclusions ..................................................................................................................................... 10 Appendix A: TIAM Tool v1.0 – Workbook Structure and Mapping ................................................................. 11 A.1. TIAM Tool v1.0 – Mapping ................................................................................................................. 11 Appendix B: Important Indications .................................................................................................................. 11 B.1. How to manage citations .................................................................................................................... 11 B.2. Academic Integrity and Responsible AI Use (Condensed).................................................................. 11 B.3. Deliverables and Submission .............................................................................................................. 11 How to Cite ...................................................................................................................................................... 13 Guidelines for the Analysis of Company Testimonies with the TIAM Method ............................................... 13 TIAM Tool (v1.0): Technology–Innovation–Adoption–Market Analysis Workbook ........................................ 13 SHLF Toolkit – Purple People Forge: Open Educational Resources for MIS .................................................... 13 Author & Contact:............................................................................................................................................ 13 4 Guidelines for the Analysis of Company Testimonies │ SHLF Toolkit - Purple People Forge | © 2025 G. Mattei, M. Morfino │ DOI: 10.5281/zenodo.17807847 About the SHLF Framework The Systemic Hybrid Learning Framework (SHLF) aims to lay the foundations for hybrid profiles who bridge business strategy, process optimization and technical knowledge. The “purple people” concept describes profiles who connect business and technology; in SHLF this idea is extended into the role of Bionic Capability Orchestrator (BCO), a strategic and architectural role that designs and orchestrates a composable digital ecosystem of information systems, data platforms, analytics, AI and low-code / no-code tools. The BCO creates the conditions for applications and services to be assembled, adapted and evolved over time in line with business needs, extending the cognitive and computational decision-making capabilities of people rather than replacing them. Within this perspective, the course and the Toolkit provide the conceptual and methodological foundations that can support the future development of such roles, which typically mature through professional practice and experience in real organizations. Fig. 1: SHLF Learning Framework: pillars and didactic enabler 1. The Four Pillars The framework integrates four pedagogical pillars: I. AI-Enhanced Metacognitive Diary: reflective learning with the 2+2 rule (2 AI-assisted + 2 autonomous answers per block), developing AI literacy and metacognitive awareness. II. FRESCHI Case Study: systematic, authentic consulting simulation (AS-IS → Requirements → ERP Selection → TO-BE → Roadmap) with rubric-based assessment and framework to guide the IT (including IS) strategy and its evolution. III. Company Testimonies (TIAM Method): structured analysis of industry insights across four dimensions: Technology, Innovation, Adoption, Market. IV. Real-World Tools & Frameworks: integration of professional tools (e.g. ERP systems, BPMN, KPI dashboards, maturity models) and analytical frameworks (TPACK, DigCompEdu, SAMR, UDL, UNESCO AI). 5 Guidelines for the Analysis of Company Testimonies │ SHLF Toolkit - Purple People Forge | © 2025 G. Mattei, M. Morfino │ DOI: 10.5281/zenodo.17807847 2. Theoretical Foundations The SHLF Toolkit is conceptually consistent with some reference frameworks in the broader field of technology-enhanced education, including recent work on digital and AI-enhanced learning. This document focuses on the description of the artefacts and their use in MIS courses, while a separate academic article will provide the full theoretical mapping and a detailed account of the validation results. Its positioning can be summarised along three complementary dimensions: • Pedagogical alignment: from a pedagogical perspective, the design of the Toolkit is compatible with frameworks such as TPACK and DigCompEdu, and with models that reflect on how technology is integrated into teaching and learning (for example SAMR, UDL and emerging AI competence frameworks such as the UNESCO AI guidelines). Here they are used as orientation tools rather than as strict checklists. • Learning paradigms: in terms of learning paradigms, the Toolkit combines elements of problembased learning, experiential learning and structured reflective practice through the use of cases, company testimonies and the AI-enhanced metacognitive diary. • Research and validation: from a research perspective, the development and refinement of the Toolkit follow a Design Science Research (DSR) logic. A validation study has already been conducted in real MIS courses, and its methodological details and empirical results will be reported in a dedicated academic publication. 3. SHLF Toolkit All SHLF materials are released under the CC BY-NC 4.0 International License (Attribution-Non Commercial). They are distributed as part of the SHLF Toolkit - Purple People Forge: Open Educational Resources for MIS, a reusable set of open educational resources. A visual document map of SHLF Toolkit is provided below. SHLF Toolkit – Purple People Forge: Open Educational Resources for MIS (DOI:10.5281/zenodo.17801180) • SHLF FRESCHI Case Study: Driving the Evolution of Digital Ecosystems o SHLF_Freschi_Case_Description_v1.0.pdf o SHLF_Freschi_Case_Guidelines_v1.0.pdf • SHLF TIAM Framework: Structured Methodology for Industry Testimony Analysis, Technology Foresight and Impact Assessment o SHLF_TIAM_Guidelines_v1.0.pdf o SHLF_TIAM_Tool_v1.0.xlsm • SHLF AI-Enhanced Metacognitive Diary: Guidelines & "2+2 Rule" o SHLF_Learning_Diary_Guidelines_v1.0.pdf o SHLF_Guided_Questions_Examples_v1.0.pdf • SHLF_Evaluation_Rubrics_v1.0.xlsx • SHLF_Course_Syllabus_v1.0.pdf The table below lists all documents in the SHLF Toolkit together with the corresponding Zenodo DOI to be used for references and cross-citations. Document (title / file name) Zenodo DOI to use SHLF Toolkit – Purple People Forge: Open Educational Resources for MIS 10.5281/zenodo.17801180 SHLF_Course_Syllabus_v1.0.pdf 10.5281/zenodo.17801180 SHLF_Evaluation_Rubrics_v1.0.xlsx 10.5281/zenodo.17801180 SHLF_Freschi_Case_Description_v1.0.pdf 10.5281/zenodo.17792257 SHLF_Freschi_Case_Guidelines_v1.0.pdf 10.5281/zenodo.17792257 SHLF_TIAM_Guidelines_v1.0.pdf 10.5281/zenodo.17807847 SHLF_TIAM_Tool_v1.0.xlsm 10.5281/zenodo.17817819 SHLF_Learning_Diary_Guidelines_v1.0.pdf 10.5281/zenodo.17808054 SHLF_Guided_Questions_Examples_v1.0.pdf 10.5281/zenodo.17808054 6 Guidelines for the Analysis of Company Testimonies │ SHLF Toolkit - Purple People Forge | © 2025 G. Mattei, M. Morfino │ DOI: 10.5281/zenodo.17807847 Guidelines for the Analysis of Company Testimonies: introduction and purpose This guide supports students in the critical analysis of company testimonies, integrating managerial engineering methods with a focus on innovation, emerging technologies, and business strategies. It is part of the SHLF - Systemic Hybrid Learning Framework, an educational model designed to cultivate hybrid, value-oriented competences that combine technical reasoning with strategic and human awareness. Learning goals include strengthening analytical thinking, reflective practice, and synthesis by connecting real-world evidence with recognized analytical models (e.g., Value Proposition Canvas, Gartner Hype Cycle, TRL, Innovation Adoption Curve, Innovation Radar). The methodological backbone of this activity is the TIAM Tool v1.0 1 (Technology–Innovation–Adoption– Market) - an Excel-based structured framework that supports both qualitative interpretation and quantitative scoring of company testimonies. Introduction to TIAM Framework This section applies the TIAM framework (Technology–Innovation–Adoption–Market) across four dimensions. The TIAM analytical framework (Technology–Innovation–Adoption–Market) uses a structured approach to connect technologies, innovation dynamics, adoption maturity, and market positioning. The identification and classification of macro-trends applied within this framework are based on the categories defined in the McKinsey Technology Trends Outlook 2022 (McKinsey & Company, 2022) 2 . While the McKinsey Technology Trends Outlook 2022 provides the empirical foundation for trend classification, the TIAM framework (Mattei, 2025) defines the analytical logic and quantitative structure applied throughout this work. The document provides detailed definitions and analyses of each technology and trend considered, offering valuable insights into their evolution, maturity, and cross-sectoral impact. Students and readers are strongly encouraged to consult the original report for a comprehensive understanding of the trends used in this analytical model. Hybrid approach: • PDF report: qualitative analysis, diagrams, critical reasoning • SHLF_TIAM Tool v1.0.xlsm: quantitative scoring for selected dimensions only Excel-supported subsections: • 3.2.1 → Tab "2_Company_Template", section "1.1 Impact of Proposed Technologies / Solutions" • 3.2.3 → Tab "2_Company_Template", section "1.2 How Company Technologies Are Related to IT Macro-Trends" • 3.2.4 → Tab "2_Company_Template", section "2 Company Technologies / Solutions: impact on value creation" • 3.4.2 → Tab "2_Company_Template", section "3 Relevance of the Technology trend to Industry"; and in addiction section "4.1 Technology Trends Dependence and Expertise Level" • 3.4.3 → Tab "2_Company_Template", section "4.2 Cross-Sector Impact by Technology Orientation" All other subsections (3.1.x, 3.2.2, 3.3.x, 3.4.1, 3.4.4): develop with critical reasoning, visual models (e.g., Gartner Hype Cycle, TRL diagrams, comparison matrices), and testimony evidence in the PDF. 1 Mattei, G. (2025). TIAM Tool (v1.0): Technology–Innovation–Adoption–Market Analysis Workbook DOI: 10.5281/zenodo.17817819 2 McKinsey & Company (2022). McKinsey Technology Trends Outlook 2022. https://www.mckinsey.com/capabilities/mckinsey-digital/our-insights/technology-trends-outlook-2022 7 Guidelines for the Analysis of Company Testimonies │ SHLF Toolkit - Purple People Forge | © 2025 G. Mattei, M. Morfino │ DOI: 10.5281/zenodo.17807847 Recommended report structure, content, and analysis process Organize your report as follows. Keep the structure; add sub-sections only when needed for clarity. Index Organize the content of your analysis in a clear, logical manner to ensure readability and consistency. Abstract (max. 550 characters - excluding space) Provide a concise synthesis of the company testimony: company, technologies discussed, key outcomes, and conclusions. ¨ 1. Summary of the Testimony– Descriptive Synthesis This section provides a structured synthesis of the company testimony or expert presentation held in class. The objective is to capture the essential elements of the presentation, focusing on what was presented rather than interpreting it. The synthesis should highlight: • the main topics and technologies introduced during the session, • the goals and motivations behind the company’s initiatives, • the core solutions or projects described (products, processes, or services), • and the key results, challenges, or future perspectives mentioned by the expert. When possible, refer explicitly to slides, data, or examples shown during the presentation to ensure accuracy and traceability. Note: this section should be factual, concise, and focused on the presentation’s core content — not a personal commentary. Critical interpretation and evaluation will be developed in the following section, applying the TIAM analytical framework (Technology–Innovation–Adoption–Market). Length: around two pages (font 11 pt). 2. Context, Value Proposition, and Key Outcomes. 2.1. Company Overview Summarize history, sector, positioning, distinctive capabilities, and the relevance of the case. Length: max half pages (font 11 pt). 2.2. Position in the Value Chain or Ecosystem Describe the firm’s role in the value chain and/or ecosystem. Include a simple diagram of value flows, key partners, suppliers, and customer interfaces. 3. Analysis of Technologies, Innovation, and Strategic Positioning (TIAM Framework) This section applies the TIAM framework (Technology–Innovation–Adoption–Market) across four dimensions. 3.1. Technology (T) – Description and Assessment This dimension is developed entirely in the PDF report. No Excel entries required for subsections 3.1.1– 3.1.2. 3.1.1. Description of Key Technologies Describe the key technologies introduced in the testimony with sufficient detail to understand their purpose, mechanisms, and business value. (e.g., Agile Lab’s Data Mesh). Guiding Questions (only inspirational - NOT strictly required!): • What are the main technologies described? • How do they work and which problems do they solve? • What are their main benefits? • How do they differ from traditional solutions? Length: 1 pages (font 11 pt) 8 Guidelines for the Analysis of Company Testimonies │ SHLF Toolkit - Purple People Forge | © 2025 G. Mattei, M. Morfino │ DOI: 10.5281/zenodo.17807847 3.1.2. State of the Art, Positioning, and Maturity Assessment In this point you must: • Provide an overview of the technology landscape: main players, competing approaches, company's positioning. • Evaluate the maturity level of the company's specific technology implementation using the one (or more) of the following analytical models discussed in the course: i) Gartner Hype Cycle, ii) TRL (1– 9), Innovation Adoption Curve iii) Adoption curve. Discuss: o At which stage of the life cycle is the technology positioned? o What is its potential future trajectory? o What risks are associated with adoption at this maturity level? • Triangulation of Evidence. All key technological claims (regarding maturity, competitive positioning, and market adoption) must be triangulated by corroborating the information from the company testimony with at least one independent public source. Acceptable sources include: analyst briefs (Gartner, Forrester, etc.), official company annual reports, public press releases, or academic papers. This step is mandatory to ensure the rigorous, evidence-based analysis required by the SHLF Framework. Length: max 1 pages (font 11 pt) 3.2. Innovation (I) – Type and Impact 3.2.1. Type of Innovation Supported (product/process/business model) Classify the innovation enabled by the company's technologies across three domains: • Product innovation: new or improved products/services offered to customers • Process/Service innovation: enhanced operational efficiency, new workflows, or service delivery models • Business model innovation: new ways of creating, capturing, or delivering value (e.g., subscription models, platform ecosystems, data monetization) Excel Reference (TIAM Tool v1.0.xlsm) → "1.1 Impact of Proposed Length (PDF): half page with qualitative justification (font 11 pt) 3.2.2. Degree of Innovation (incremental vs. radical; scoring 1-10) Evaluate whether the innovation is: • Incremental: improvements or optimizations of existing solutions (evolutionary) • Radical: fundamentally new approaches that disrupt established practices or create new markets (revolutionary) Develop the argument narratively in the PDF. Length: ¼ page (font 11 pt) 3.2.3. Link with IT Macro-Trends Relate the company's technologies to the IT macro-trends discussed in Chapter 1 of the Information Systems for Enterprises course (e.g. Cloud and Edge Computing, AI/ML, IoT, Big Data & Analytics, Social Network ). Excel Reference (TIAM Tool v1.0.xlsm) → "1.2 How Company Technologies Are Related to IT MacroTrends" Length (PDF): Max half page with synthesis and commentary (font 11 pt) 3.2.4. Impact on value creation Map and assess the link between the company’s technologies or solutions (value proposition domain) and their impact on the customer domain, measuring the strength and significance of the generated value. Use the Value Proposition Canvas logic (referenced in Section 2.3): Customer Domain: • Pains relieved: Which customer pains (costs, risks, frustrations) are addressed by the technology? 9 Guidelines for the Analysis of Company Testimonies │ SHLF Toolkit - Purple People Forge | © 2025 G. Mattei, M. Morfino │ DOI: 10.5281/zenodo.17807847 • Gains created: Which customer gains (benefits, outcomes, aspirations) are enabled? Value Proposition Domain: • Pain relievers: How do specific technologies directly address identified pains? • Gain creators: How do they deliver the desired gains? Excel Reference (TIAM Tool v1.0.xlsm) → "2 Company Technologies/Solutions: Impact on Value Creation " Length (PDF): Max one page with synthesis and commentary (font 11 pt) 3.3. Adoption (A) – Readiness and Barriers Note: this dimension focuses on analysing the adoption level and barriers in the company's target markets, with particular emphasis on evaluating how the company can contribute to lowering technological adoption barriers through its strategies, partnerships, or solution design. Develop this section narratively in the PDF. No Excel entries required. 3.3.1. Barriers and Enablers Identify the main current barriers to adoption of the company's technologies or solutions in target markets. Guiding Questions: - • What are the primary barriers? (eg.Technical: Integration complexity, lack of standards, infrastructure requirements, Organizational: Skills gap, change resistance, legacy systems, Financial: High upfront costs, unclear ROI, budget constraints, Cultural/Regulatory: Risk aversion, compliance concerns, data privacy) • Who faces these barriers? (end-users, enterprises, regulators, ecosystem partners) • Which examples from the testimony illustrate these challenges? • What enablers are present that could facilitate adoption? (e.g., supportive regulations, strong industry partnerships, proven ROI cases)? Length: max half page (font 11 pt) 3.3.2. Organizational Readiness and Company's Role Evaluate how the company contributes (or can contribute) to overcoming the identified adoption barriers. Guiding Questions: • What strategies? (training, partnerships, modular deployment, proof-of-concepts etc.) • How does the value proposition address barriers? • What testimony evidence supports this? Length: Half page (font 11 pt) 3.4. Market (M) – Positioning and Opportunities This dimension examines competitive positioning, trend alignment, cross-sector impact, and scalability potential. 3.4.1. Comparative Analysis of Market Solutions Identify and analyse comparable market solutions offered by competitors or alternative providers. Requirements: • List 3–5 comparable solutions (competing technologies, vendors, or approaches) • Develop a comparison matrix or table highlighting key differences: o Functionality and features o Architecture and technical approach o Target customer segments o Pricing/business model o Key differentiators of the company's solution • Discuss: What makes the company's approach unique or superior? What are potential weaknesses relative to competitors? Length: Half page (font 11 pt)