In the WSJ, Christopher Mims wrote,
IT spending that goes into hiring developers and creating software owned and used exclusively by a firm is the key competitive advantage. It’s different from our standard understanding of R&D in that this software is used solely by the company, and isn’t part of products developed for its customers.
Today’s big winners went all in, says James Bessen, an economist who teaches at Boston University School of Law and who recently wrote a new paper on the policy challenges of automation and artificial intelligence. Tech companies such as Google, Facebook, Amazon and Apple—as well as other giants including General Motors and Nissan in the automotive sector, and Pfizer and Roche in pharmaceuticals—built their own software and even their own hardware, inventing and perfecting their own processes instead of aligning their business model with some outside developer’s idea of it.
The research is by James Bessen. Robin Hanson has comments. He wonders why good internal software could not be made available to other companies.
I have not read Bessen’s work, but I worry about two related issues.
1. Survivor bias.
2. Correlation vs. causation.
If you were to ask me what I think of the idea of developing internal software vs. using stuff off the shelf, I would advise most companies not to go for internal software. It’s easy to mess up, and once you mess up, you are at a dire competitive disadvantage. My guess is that developing proprietary software is a very high-risk strategy. Granted, some companies at the top of the outcomes distribution have gone that route. But I also expect to find plenty of firms who tried that approach at the bottom of the outcomes distribution.
As for cause and effect, you can’t build an effective software system around a chaotic business process. My guess is that the companies with the most well-analyzed, logical business processes have the best software systems. But the software system is not the driver.