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James A. O'Brien, and George Marakas Management Information Systems, 9th ed. Boston, MA: McGraw-Hill, Inc., 2009. ISBN: 13 9780073376769
Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.
1. Identify the following cross-functional enterprise systems, and give examples of how they can provide significant business value to a company
± Enterprise application integration ± Transaction processing systems ± Enterprise collaboration systems
2. Give examples of how Internet and other information technologies support business processes within the business functions of Accounting, Finance, Human resource management, Marketing, Production, and Operations management
Enterprise Business Systems
E-business means using the Internet, other networks, and IT to support
± Electronic commerce ± Enterprise communications and collaboration ± Web-enabled business processes
E-commerce is the buying, selling, and marketing of products, services, and information over the Internet and other networks
Case 1: Cisco Systems
Cisco TelePresence creates life-like, in-person experiences, and promises to revolutionize the way teams collaborate in the future. The system weighs in at just over a ton and requires a room at least 15 by 19 feet. It uses the Cisco MCS 7800 series server and the 7970G IP phone, running SIP over a 6-Mbps or better connection. It uses three 65-inch HD plasma displays and an internal Gigabit Ethernet switch. Cisco faces strong competition from HP, which introduced its Halo telepresence system, and videoconferencing leader Polycom, which offers a high-end telepresence system.
Think about the I-Zone wiki described in the case. provide an opportunity to communicate already existing ideas. while competitors are going with interoperability. Why do you think that is the case? Do these technologies foster creativity. or both? Defend your answer. 3. and its seeming success in that regard. Cisco¶s forum for new business ideas. What are the main business benefits of the collaboration technologies described in the case? How do these go beyond saving on corporate travel? Provide several specific examples. 2. Do you agree with Cisco¶s strategy? Why or why not? Defend your answer. 7-5 .Case Study Questions 1. Michelle Damrow of Polycom notes Cisco is betting on a proprietary standard for its TelePresence product.
Cross-Functional Systems Cross the boundaries of traditional business functions ± Used to reengineer and improve vital business processes all across the enterprise 7-6 .
Enterprise Application Architecture 7-7 .
Enterprise Application Architecture Provides a conceptual framework ± Helps visualize the basic components. and interfaces of major ebusiness applications Focuses on accomplishing fundamental business processes in concert with ± Customers ± Suppliers ± Partners ± Employees 7-8 . processes.
and financial processes Customer Relationship Management (CRM) Focuses on acquiring and retaining profitable customers via marketing.Concentrates on the efficiency of internal production.Focuses on facilitating internal group collaboration and decision support 7-9 . and services Partner Relationship Management (PRM) .Aims at acquiring and retaining partners who can enhance the selling and distribution of products and services Supply Chain Management (SCM) . sales.Enterprise Application Architecture Enterprise Resource Planning (ERP) . distribution.Focuses on developing the most efficient and effective sourcing and procurement processes Knowledge Management (KM) .
Enterprise Application Integration EAI software connects cross-functional systems Serves as middleware to provide ± Data conversion ± Communication between systems ± Access to system interfaces 7-10 .
How EAI Works 7-11 .
deposits. purchases. and payments ± Online transaction processing (OLTP) is a realtime system that captures transactions immediately 7-12 . withdrawals. refunds.Transaction Processing Systems Cross-functional information systems that process data resulting from the occurrence of business transactions ± Transactions include sales.
Transaction Processing Systems 7-13 .
The Transaction Processing Cycle 7-14 .
Enterprise Collaboration Systems (ECS) EC systems are cross-functional information systems that enhance team and workgroup ± Communication ± Coordination ± Collaboration Systems may include ± ± ± ± Networked PC workstations Servers Databases Groupware and application packages 7-15 .
ECS Tools 7-16 .
Functional Business Systems A variety of types of information systems that support the business functions of ± Accounting ± Finance ± Marketing ± Operations management ± Human resource management 7-17 .
7-18 .500 per job. The software handles most of the time-consuming administrative work. Sony.Case 2: OHSU. and Others Oregon Health & Science University (OHSU) is using Oracle Corp. including routing requisition forms to the appropriate managers and posting the job on the Web site. Novartis. enables managers to request a new employee and process applications electronically. More and more HR is being called to be a strategic business partner.¶s iRecruitment application which is part of Oracle¶s EBusiness HR Management System suite. The payoff is significant. The university is filling job openings two weeks faster than it once did and saving at least $1. and professionals in this area are turning to IT for innovative solutions.
What are some of the challenges and obstacles in developing and implementing HRM systems? Are these unique to this type of systems? What strategies would you recommend for companies to meet those challenges? Provide several specific recommendations. 2. Do you think the business value of these strategic HRM applications depends on the type of business a company is in. 7-19 . or professional services? Why or why not? Explain. for instance. consulting.Case Study Questions 1. What are some of the business benefits of the technologies described in the case? Provide several examples beyond the mere automation of transactionoriented processes. 3. manufacturing.
IT in Business 7-20 .
promotion.Marketing Systems Marketing systems are concerned with ± Planning. and sale of existing products in existing markets ± Development of new products and new markets ± Better attracting and serving present and potential customers 7-21 .
Marketing Information Systems 7-22 .
Interactive Marketing Interactive Marketing ± A customer-focused marketing process ± Uses the Internet. purchase. and improve products and services 7-23 . intranets. and extranets ± Establishes two-way transactions between a business and its customers or potential customers Goal ± Profitably use networks to attract and keep customers ± Get customers to help create.
Targeted Marketing An advertising and promotion management concept with five targeting components 7-24 .
aimed at a specific audience Context: ads placed on web pages that are relevant to a product or service Demographic/Psychographic: web marketing aimed at specific types or classes of people Online behavior: promotions tailored to each visit to a site by an individual 7-25 .Targeted Marketing Components Community: customized ads to appeal to specific virtual communities Content: ads placed on a variety of selected websites.
web browsers.Sales Force Automation Outfit sales force with notebook computers. and sales contact software ± Connect them to marketing websites and the company intranet Goals ± Increase personal productivity ± Speed up capture and analysis of sales data ± Gain strategic advantage 7-26 .
Manufacturing Information Systems Supports the production/operations functions ± Includes all activities concerned with planning and control of the processes producing goods or services 7-27 .
Computer-Integrated Manufacturing 7-28 .
and factory organization Automate production processes and the business functions that support them Integrate all production and support processes using ± Networks ± Cross-functional business software ± Other information technologies 7-29 .CIM Objectives Simplify production processes. product designs.
CIM Systems Computer-aided manufacturing (CAM) ± Automate the production process Manufacturing execution systems (MES) ± Performance monitoring information systems for factory floor operations Process control ± Control ongoing physical processes Machine control ± Controls the actions of machines 7-30 .
Human Resource Management (HRM) Information systems designed to support ± Planning to meet personnel needs ± Development of employees to their full potential ± Control of all personnel policies and programs 7-31 .
HRM Systems 7-32 .
HRM and the Internet Recruiting employees using the corporate website and commercial recruiting services Posting messages in selected Internet newsgroups Communicating with job applicants via email 7-33 .
HRM and Corporate Intranets Corporate intranet uses ± Process common HRM transactions ± Allow around-the-clock HRM services ± Disseminate information faster than through previous company channels ± Collect information from employees online ± Allow HRM tasks to be performed with little HRM department intervention ± Training 7-34 .
Employee Self-Service Intranet applications can allow employees to ± View benefits ± Enter travel and expense reports ± Verify employment and salary information ± Access and update personal information ± Enter time-sensitive data 7-35 .
Accounting Information Systems The oldest and most widely used information system in business ± Records and reports business transactions and economic events ± Produces financial statements ± Forecasts future conditions Typically consists of ± ± ± ± ± ± Order processing Inventory control Accounts receivable Accounts payable Payroll General ledger systems 7-36 .
Accounting Information Systems 7-37 .
Financial Management Systems Supports business managers and professionals making decisions concerning ± The financing of a business ± The allocation and control of financial resources within a business 7-38 .
Financial Management System Example 7-39 .
¶s customer-relationship-management strategy ± Give employees a clearer idea of who the customers are ± Track customer experiences ± Combine with frequent-guest program to build loyalty across eight hotel brands ± Measure of success is ³share of wallet´ About 70 percent of OnQ is custom coded 7-40 .Case 3: Hilton¶s Data-Driven Hospitality OnQ is part of Hilton Hotel Corp.
Case Study Questions 1. What are the benefits and drawbacks of the OnQ system at Hilton? 2. Is it possible to have too much information about a customer? 7-41 . What does Hilton have to do to create a competitive advantage through OnQ? 3.
Case 4: Yahoo. Yahoo and Google have become the most highly prized media companies in the world. 7-42 . With the increase in online advertising. According to a survey. Google. Yahoo has led the way in persuading large companies to use online advertising instead of traditional media. and Chrysler Today companies are spending more money on online advertising. sixty-three percent said that online advertising was a brand building tool ³equal to or better than´ advertising on TV or in print.
7-43 . 3. How do Google¶s online ad revenue sources and strategy differ from Yahoo¶s? Which online ad strategy is superior for attracting advertising from small companies? For attracting advertising from large companies? Defend your position.Case Study Questions 1. Why are companies like Chrysler now looking more favorably at the Internet as a great medium for their advertising dollars? What has happened to change their view? 2. how would you distribute Chrysler¶s advertising dollars among online and traditional TV and print media? Defend your position. If you were director of marketing communications at Chrysler.
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