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Abstract Doing business in this era is not that easy like the old days.

The competition is so intense. As there are many developments of new technologies, which can facilitate and make our lives easier, we should learn how to use them. Management Support Systems are one of those technologies that can support business people. This assignment is the theoretical and practical study of MSS. In the part of theory, it will give definitions of both MSS and four major types of MSS, which are DSS, ODSS, GDSS, and EIS. Also, it will explain how they are linked and how they work. For MSS’s practice, there will be examples of some organizations that use MSS and one case study of SilverScreener (A Marketing Management Support Systems). I hope that this would give you more understanding about Management Support Systems and their functions. Introduction The way of doing business keeps changing. Only the one who has right decisions and be fast enough will win. Nowadays, internet has great effect to the business world. People can acknowledge all kinds of information easier and faster, and thus make the business competition even more intense. New problem occurs when there are too much data and information that should be known, while human brain has limited capacity. This brings us to the challenges of the information technologies. One of them that we should be aware of is Management Support Systems.

MSS’s Theory
MSS stand for Management Support Systems. The well-known definition of MSS comes from Turban & Aronson in 1998, who defined MSS as “the applications of any decision support technologies to decision making” . Therefore, MSS are any kinds of technological systems, which are used to support decision making of managers. Management support system is a subset of management information system (MIS), it extends the information retrieval capabilities of the end-users with 'query and analysis functions' for searching a database, generating 'what if' scenarios, and other such purposes.. As MSS are defined broadly, there are many support systems to be called Management Support Systems. However, four major types of MSS are Decision Support Systems or DSS, Organizational Decision Support Systems or ODSS, Group Decision Support Systems or GDSS, and Executive Information Systems or EIS. From the same authors, the term DSS is defined as “flexible, interactive, and adaptable computer-based information systems (CBIS) specially developed for supporting the solution of management problems for improved decision making” . Generally, the systems in DSS and ODSS are similar. However, the difference is that DSS are used “for a limited number of

for example. finance department. marketing manager has to decide on how to effectively use all kinds of integrated marketing communication for all products launched by the organization. By using DSS. GDSS are also computer-based information systems (CBIS). Firstly. How they are linked Let us consider an organization which uses different types of MSS for different purposes. Some projects require coordination across different functions. it would support marketing manager with more accurate and precise information about what should be done. hierarchical and geographical layers in organizations. the systems that support people in this blue circle must be able to sort out important aspects from big pool of data. and be fast enough for them. As middle and top level management have different responsibilities. which are used to “enhance group decision making by facilitating the exchange and use of information by group members. and help them solve problems. a plan to launch new product. the new product development needs support from people in engineering department.decision makers” . from all data gathering internally and externally. manufacturing department. It is a complicated project. For example. they are “information systems originally designed to support the strategic information needs of top management” . the marketing manager can also use How they work . support strategic decision making. GDSS together with DSS to better support some important decisions that should be made by a group. ODSS and GDSS can be helpful for this kind of situation. They want to see the whole picture. help solving problems. formulate possible solutions. the support systems for each of them must be different for serving different kinds of purposes. Normally. which needs cooperation from all people who involved. In this stage. For example. and some others. For EIS. top level management doesn’t have much time to look into very detailed data. Therefore. They provide useful information for all participants. The information to be used within each department and cross-functions are mostly tactical and operational information. ODSS “often deal with problems cutting across different functional. different people from different departments have different ideas and conditions. while ODSS are used “for a larger number of decision makers” . However. EIS are the systems designed especially for executives to fit with those conditions. every department in the organization has its own tasks to accomplish and there are many decisions to be made by manager of each department. To make it more precise. Therefore. and interactions between the group and the computer. not parts of the jigsaw. to formulate and solve problems” . as well as taken account of the larger possibility of finding some sort of intelligent component supporting decision making in this kind of decision support systems” .

DSS. it would cost a lot to implement all those DSS. the solutions generating from those support systems are varies. Japan. implementing all kinds of MSS. when. the government of Thailand is trying to make FTA agreements with many countries. we can handle easier the next time it happens. ODSS. One example is the Fujitsu Group. Second. As these are all theoretical explanation. Mostly. sometimes they are used to connect two or more organizations. EIS and more. First. what new attributes should be added. why. the organization in the real world may not use all kinds of MSS together because of many reasons. and GDSS are used by the low and middle level management to support the solutions of two kinds of problems. uses the National Information MSS to facilitate the use of agricultural research . Mostly. and many more of the who. for small and middle-sized companies. GDSS. . ODSS. once it was fixed and recorded. For example. the road management organizations in Hokkaido. MSS’s Practice Some organizations that use MSS MSS are widely used in many fields of organizations for different objectives. use MSS to connect with weather information organizations to perform better road maintenance in the winter . where. the new product development is one of the unstructured problems. From the example above. the organization would be either excellent or messy. who needs different types of supports. implementing only one kind of MSS might be enough. Also. Third.We can see that different types of MSS are designed to support different level of management. Most problems happening in the work site are structured problems because they happen again and again. Therefore. but the executives can not be 100% sure with the real outcomes. For example. and how. what. they are used internally. The pros and cons of these agreements can be predicted. which uses the environmental MSS to reinforce green management in its organization . Another example is the State Agricultural Experiment Station. which leave more works to be made by human. As all information is not on hand and some are unpredictable. unstructured problems are something harder to cope with. Structured problems are the first and easiest kind of problems to be solved. EIS have to help them generate all possible solutions for the right strategic movements of the companies. EIS are designed to support the solutions of semi-structured problems for the top level management. which is established by the US Federal Government. We can never know exactly what customers want. Next. On the other hand.

they pressure the owners to provide screens and play time for them” . Secondly. the exhibitor becomes obligated to play the film for a certain period of time even when audience demand is weak” . “signing a contract to play a movie in its theaters. Therefore. the theater manager has to pick only some of them for a limited number of screens by comparing the attractiveness of each movie. For example. there are many complicated conditions in the contract between the distributors and the theater owner (the exhibitor). Second.Case Study: SilverScreener – A Marketing Management Support Systems In 2001. three questions. However. it would be easy for Pathe to compare the performance of the theater with MMSS and the other two theaters without MMSS. there are so many movies available in each week. There were many reasons given by Pathe The Netherlands for implementing this MMSS. ranging from 113 to 434 seats. decided to implement and evaluate SilverScreener. and it is one of the three theaters Pathe owns” in that town. and finally find the theater’s expected income per week. and I expect to be able to improve my movie-planning . comparing between the theater Buitenhof with SilverScreener and the other two theaters without SilverScreener “by percentage change in attendance” . “as distributors release new movies each week. the results were that SilverScreener “succeeded in satisfying multiple criteria. “the largest movie theater company in the Netherlands and owns a large chain of theaters ”. the higher percentage of share the exhibitors would get. Pathe The Netherlands. Therefore. the theater Buitenhof was in the first rank three-fourth of time and the second rank one-fourth of time. Then Pathe chose one of its middle-sized theaters called Buitenhof. the theater manager had to decide which movies to play. Fourthly. Fifthly. Later. Then he would think about which movie should be on which screen. Firstly. In the contract. the decision making style of each theater manager is different and nonstandardized. After 12 weeks of implementation. First was the share from movie revenue deducted by taxes. all company’s theaters should implement this MMSS for the same standard of decision making. The first is technical validity as MMSS accomplished its goals in a timely and efficient manner” . Second was from the sales of snacks and soft drinks. The longer the movie was in the theater. Thirdly. if the implementation of MMSS in one theater is effective. I think that movie-planning decisions with SilverScreener will be better. The movie that had “the highest expected number of visitors” would be on “the highest capacity screen” and so on. the movie revenue was shared by the distributors and the exhibitors. a marketing management support system (MMSS) in one of its theaters. which were “I think that movie-planning decisions will be easier when using SilverScreener. Therefore. find the optimal solutions of which movie should be on which screen and for how long. In addition. SilverScreener should be able to estimate the number of visitors of each movie. he should think about how long the movie should be on the screen. the total revenue of the exhibitor was from two ways. Previously. Third. “theater owners often base a number of theaters in the same geographical area and must manage the interdependency among several facilities” . It has “six screens.

and after implementing MMSS.A. The results were that 91% of those companies’ executives who use EIS.E. Although implementing MSS cost a lot.. Anyway. W. the last word from the case study of SilverScreener states that even though the management team appreciated with the MSS. 2003 Fujitsu Group Sustainability Report [Website] 2003. & Aronson. “said it paid back to invest on implementing an EIS” . J. they didn’t follow the guideline blindly. were asked to rank before. 2002. J.. S. Decision Support Systems and Intelligent Systems . The results represented more favorable towards MMSS over time.decisions using SilverScreener” . References O’Brien. Pathe The Netherlands “asked the SilverScreener team to take on the programming for” its new p2003/2003report07_08_e. but human decides with brain and instinct. Management Information Systems: Managing Information Technology in the E-Business Enterprise The Fujitsu Group.pdf Turban. That is what it should be because MSS give decisions from its formula. it is worth enough if the company knows how to use it optimally. Jawadekar . between. Information System Management Conclusion One research in 1995 was conducted with CEOs and CFOs of the top 500 largest companies from Fortune magazine about EIS. E. Later.