ADMAS UNIVERSITY SCHOOL OF POSTGRADUATE STUDIES

DEPARTMENT OF
BUSINESS ADMINISTRATION (MBA)

Business Information system

Assignment one
Group One
Article Critique, P139-153
Information technology application and competitive advantage in the hotel
companies

Prepared by

NAME ID NO

YIDENAKACHEW WOLE PGMGB/8515/18

ABREHAM GIRMA PGMGB/8498/18

ZEBIBA IBERAHIM PGMGB/8499/18

KIRUBEL SOLOMON PGMGB/8657/18

EMEBET TAYE PGMGB/8516/18

MESERET LEGESE PGMGB/8508/18

LULIT TOLOSA PGMGB/8501/18

MESERET NEGUSSIE PGMGB/8420/18

SUBMITED TO: -Dr. Wondemene (PHD)

Nov, 13/2019
ADDIS ABABA
1.Introductin
The article entitled “information technology application and competitive
advantage in the hotel company “ written by Anil bilgiham ,Fevzi okumus
.khaldoon Khal Nusair and devid joon-wuk kwun.

The article relied on the application of IT solution for the competency and
capability of hotel companies and it has 12 page and three parts excluding the
reference, the introduction part is about the role of IT investment in managing
hotel . And the main body consists of IT Application and competitive advantage
which is discussed about analysis of IT decision in the hotel. Implementing of
IT application, developing IT capability and IT Competency to creat
competitative advantage and reducing Lagtime and this can be solved by
developing and implementing IT project .Finally the third part of article
consists of the concluation and recommendation .therefor ,we have tried to
read the article critically in order to criticize and to support the approaches of
the paper written by Anil Bilgihan, Fevzi Okumus, Khaldoon “Khal” Nusair and
David Joon-Wuk Kwun.

This review articl has introduction ,objective of the review ,methodology of the
review and major , minor critique s and concluation along with stand on the
authors.

2. Objective of the review

The Objective of this paper is to review the article entitled “information

technology applications and competitive advantage in the hotel companies “
written by anil Bilgihan. Fevzi okumus Khaldoon “ Khal Nusair and David Joon

-Wuk Kwun.
3. Methodology

The article has Qualitative approach and reviewing using based on Secondary
data sources through critical reading of the article .After critical reading and
understanding the main idea of the article ,reviewing has set his critism and
stand on the authors .

4. Discussion of the article

4.1 Significant of the article

The article is mainly relied on the solution of IT for increasing the productivity
of Hotel industries ,this is first by analyzing the investment of IT decision in
Hotel with considering five closely related area such as: coherence b/n the
business strategy and IT decision : types of IT application :Intended Benefit of
IT decision : financial standing of the company and available financial
resource: and decision making style. The next is to implement IT application
based on the four key areas, these technology sophistication, management
skill ,integration of resource and integration of IT projects with other
systems. And the other important idea is developing IT Capability and IT
Competencies to create competitive advantage to achieve six interrelated
outcomes these are : in low cost, value added , speed, agility, innovation and
customer service to achive and maintain the competitive advantage of the
company. The other idea which rose by the authors is about the lag time
which emphasizes about the need for reducing or shortening the lag time and
this is a delay in competitive response between the expenditure of the
technology and the lengthy time of the payback. This can be solved by
developing and implementing IT projects. Therefore, the critical views of this
article is to give direction and relevant information for further research
advance to the current knowledge by presenting up to date overview of the
existing and emerging IT application in the field of hotel management.

4.2 Major critique of the article.

The authors of this article idea are more focused on exploring the up to date of
the existing and emerging of the latest IT technology trends on managing hotels
to hold their competitive advantages.

We agreed on most of the writers’ ideas because they have used reliable
sources and compiled the article based on the literature of the existing IT
technology via hotel management. But I have recognized some gaps and that
is , there were no more comprehensive literatures written on the IT role on
hotel services delivered to the customers in compromising the potential
capacity.

This article may not be sufficient enough to prove the importance of different IT
technologies in exhaustive manner in the application to wards compatible
with the developing countries. Because of most of the developing countries are
not capable of reaching these latest technologies in case of poor infrastructures
and developing countries rather need in the area, even though not
mentioned in the article.

In general, based on critical reading of the article, we agree and support most
of the authors ideas written on their article of IT application and competitive
advantage in the hotel companies.

4.2.1 Minor critiques

The article is somewhat not straight forward to be understood easily by any

person . for instance the latest technologies are not familiar , specially, in the
developing countries context. And some computer software application
abbreviations meaning were not stated. Therefore, in order to have more
people be engaged and read the whole article it needs to have a more concise
and objective introduction.

Overall the article is written well with important messages for IT practices in
the hotel companies , researchers who are seeking a review of academic
literature and also for the hotel industries. It is also relevant and very
convincing in theory but never lays out a concrete way of approaching these
solutions for developing countries. In general based on critical reading of the
article, we agree and support the Autor idea written in the article.

5.Conclusion

To conclude this paper the IT capability and it competency can help hotel
companies achieve competitive advantage. however, It is the worth nothing that
it is not the application that offer the competitive to hotel company but
rather ,how

IT application are developed, implemented, integrated with other areas and

systems help hotel companies to develop dynamic capability to achieve
competitive advantage.

In Future research uses more comprehensive literature on IT role on the hotel

service deliver to customer in the compromising the potential capacity and also
use deep methodology.
 Reference

-Anil Bilgihan, Fevzi Okumus, Khaldoon “Khal” Nusair and

David Joon-Wuk Kwun
Rosen College of Hospitality Management,
The University of Central Florida, Orlando, Florida, page 139-153.

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