Strategic business objectives of information systems
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STRATEGIC BUSINESS
OBJECTIVES OF INFORMATION
SYSTEMS
By: Zeeshan Ahmed Bhatti
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Strategic Business Objectives of IS
Entire sectors of economy are nearly inconceivable w/out substantial investment in ITE.g., Google, Ebay etc.
Today no industry can exist without the use of Information Technology
Finance, Insurance, Real Estate, Aviation etc.
IT has now become the core competence of a firm
E.g., HR, Finance etc.
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Strategic Business Objectives of IS
There is an interdependence b/w a firm’s ability to use IT and its ability to implement corporate strategies and goals
Depends on what technology it uses? What is that technology capable of doing?
E.g., Is that technology capable of achieving what the firms wants to achieve in next 5 or 10 years?
Specifically, Businesses invest heavily in IS to achieve 6 strategic business objectives:
Operational excellence, new products, services, Customer and supplier intimacy, decision making and competitive advantage
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1) Operational Excellence Businesses continuously seek to improve
efficiency of their operations IS helps managers to achieve that
E.g., Wal-Mart (Rev. $447 Billion) has a RetailLink system – As soon as a customer purchases an item, the supplier monitoring the item knows to ship a replacement
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2) New Products, Services, and Business Models
IS – a major tool for firms to create new products & services
Apple Inc. transformed an old business model of music distribution based on vinyl records, tapes, and CDs into an online, legal distribution model based on its own iPod technology platform.
Blockbuster and Netflix !!
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3) Customer & Supplier Intimacy
Business wants Customer Loyalty – Repurchase behavior
Ex. Mandarin Oriental Hotels use IS to keep track of their guest preferences – Room temp., Lights; frequently dialed nos. etc
Similarly, Business needs to be engaged with suppliers – more engagement : less costs
JC Penney stores in US sales’ record appear in Hong Kong (Supplier). They know what sizes, colors and styles are needed.
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4) Improved Decision Making
Many business mgrs operate on an information fog bank Never having right info at the right time to make the right
decision○ E.g., Consider the outage of your Broadband or Cellular Connection
Result: Over or Under-production of goods & services, misallocation of resources, and poor response times
IS makes it possible to use real-time data E.g., Verizon’s Web-based digital dashboard for customer
complaints, network performance, line outages etc.
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5) Competitive Advantage
Doing things better than your customersE.g., Toyota’s TPS (Toyota Production System)
focuses on organizing work to eliminate wastes
IS help Toyota implement the TPS and produce vehicles (customized) based on what the customers have actually ordered
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6) Survival Necessity of doing business Necessities are driven by industry-level
changesE.g., Citi Bank’s ATM initiative in NYC in 1977 urged
other banks to do so as well
Similarly, some govt. regulations make it necessary e.g., in Pakistan PTA’s initiative about customer SIM cards information
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So……What is an IS? Information technology (IT) consists of all
the hardware and software that a firm needs to use in order to achieve its business objectives
An Information system can be defined technically as a set of interrelated components that collect (or retrieve), process, store, and distribute information to support decision making and control in an organization
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Information Vs Data
Data: Streams of raw facts
Information: interpretation of data
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Functions of an IS Input: Collects raw data from within the organization or
from external environment
Processing: coverts raw data into meaningful form
Output: transfers processed info to its users
Feedback: by the members to evaluate or correct the input stage
E.g., London2012 Website about number of medals; Inputs? Processing? Outputs? W.r.t. Countries, Players etc.
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Functions of an IS
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Dimensions of IS
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Organization / Management First Line, Middle Mgrs, Top Executives, Knowledge workers
Technology: Hardware: Physical equipment for input, processing, and
output activities in an IS Software: pre-programmed instructions that control and
coordinate the computer H/W Networking & Telecommunication Tech: links various
pieces of H/W and transfers data Internet: Network of networks Intranet: internal corporate networks Extranet: private intranet networks extended outside the firm
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Contemporary Approaches to IS