"McDonalds has templates for the roles and responsibilities of the group [that creates the new burger], but they just report financially. There is not other integration," he said.
"But a burger is a burger. If the innovation is more complicated, that's not good enough. The model is going to need integration as it scales up."
He added: "There is a basic problem that you can innovate rapidly, do clever things, but as it scales up and as audit departments become more interested, it isn't going to work. That's the challenge for enterprise architecture, that's the challenge for platform 3.0."
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