GARTNER’S MAGIC QUADRANT and HYPE CYCLE（GARTNER的魔力象限和炒作周期）.pdf

Collaborative Knowledge Visualization Case Study Series Case Nr. 2, 2008 GARTNER’S MAGIC QUADRANT and HYPE CYCLE Sabrina Bresciani, Martin J. Eppler Abstract The analyst and consultancy company Gartner has developed several diagrams that have become widely used graphic forms and standard tools for evaluation and decision making support in organizations. This case study presents their most famous diagrams, the Magic Quadrant and the Hype Cycle. The magic quadrant is a matrix that synthesizes information about vendors and service providers, while the Hype Cycle summarizes the life cycle status of different technologies in a domain. The case study highlights the benefits and risks of such visualizations, the typical uses and similar forms created by users and competitors. Future possible developments of the diagrams conclude the case study. This case study has been written in 2008 by Sabrina Bresciani under the supervision of Prof. Martin J. Eppler. It is intended as a basis for class discussion and highlights the innovative use of visualization for business purposes. © 2008 Sabrina Bresciani and Martin Eppler. All rights reserved. 1 1. Introduction This case study focuses on two famous and widely used graphics, produced by the analysis and advisory company Gartner. The Magic Quadrant is a matrix of information about vendors and service providers: a Magic Quadrant diagram for a specific industry can be purchased from Gartner, and it is typically used in companies to assess potential suppliers, understand the competition or their own positioning. The Hype Cycle is a graphic representation of the maturity, adoption and business application of specific information and communication technologies. Companies buy and