1、Chapter 01Business Driven Technology1-11COMPETING IN THE INFORMATION AGE Fact-The confirmation or validation of an event or object Information age-The present time,during which infinite quantities of facts are widely available to anyone who can use a computer1-22Information Technologys Impact on Bus
2、iness1-33Information Technologys Impact on Business 1-44Information Technologys Impact on Business 1-55Information Technologys Impact on Business Organizations typically operate by functional areas or functional silos Functional areas are interdependent1-66Information Technology Basics Information t
3、echnology(IT)a field concerned with the use of technology in managing and processing information Information technology is an important enabler of business success and innovation1-77Information Technology Basics Management information systems(MIS)a general name for the business function and academic
4、 discipline covering the application of people,technologies,and procedures collectively called information systems to solve business problems MIS is a business function,similar to Accounting,Finance,Operations,and Human Resources1-88INFORMATION TECHNOLOGY BASICS When beginning to learn about informa
5、tion technology it is important to understand the following:Data,information,and business intelligence IT resources The challenge:departmental companies The solution:management information system1-99Data,Information,BI Data-raw facts that describe the characteristic of an event Information-data conv
6、erted into a meaningful and useful context Business Intelligence applications and technologies that are used to gather,provide access to,and analyze data and information to support decision-making efforts 1-1010IT Resources People use Information technology to work with Information1-1111THE SOLUTION
7、:MANAGEMENT INFORMATION SYSTEMS Systems thinking A way of monitoring the entire system by viewing multiple inputs being processed or transformed to produce outputs while continuously gathering feedback 1-1212THE SOLUTION:MANAGEMENT INFORMATION SYSTEMS Management Information Systems(MIS)A business fu
8、nction,like accounting and human resources,which moves information about people,products,and processes across the company to facilitate decision-making and problem-solving1-1313Introduction to Information SystemsLecture 2Ch.3COB302Identifying Competitive Advantages Business Strategy A leadership pla
9、n that achieves specific set of goals or objectives such asDeveloping new products or servicesEntering new marketsIncreasing customer loyaltyAttracting new customersIncreasing sales2-1515Identifying Competitive Advantages Competitive Advantage A product or service that an organizations customers pla
10、ce a greater value on than similar offerings from a competitor First-mover Advantage Occurs when an organization can significantly impact its market share by being first to market with a competitive advantage2-1616Identifying Competitive Advantages Competitive IntelligenceThe process of gathering in
11、formation about the competitive environment to improve the companys ability to succeedCompetitive intelligence toolsPorters Five Forces ModelPorters Three Generic StrategiesPorters Value Chain Analysis2-1717The Five Forces Model Evaluating Industry AttractivenessPorters Five Forces Model2-1818Buyer
12、Power Buyer Power The ability of buyers to affect the price of an item Switching Cost Manipulating costs that make customers reluctant to switch to another product Loyalty Program Rewards customers based on the amount of business they do with a particular organization2-1919Supplier Power Supplier Po
13、wer The suppliers ability to influence the prices they charge for supplies Supply Chain Consists of all parties involved in the procurement of a product or raw material2-2020Threat of Substitute-Products or Services Threat of Substitute Products or Threat of Substitute Products or ServicesServices H
14、igh when there are many alternatives to a product or service and low when there are few alternatives2-2121Threat of New Entrants Threat of New Entrants High when it is easy for new competitors to enter a market and low when there are significant entry barriers Entry Barrier A feature of a product or
15、 service that customers have come to expect and entering competitors must offer the same for survival2-2222Rivalry among Existing Competitors Rivalry among existing competitors High when competition is fierce in a market and low when competitors are more complacent Product differentiation Occurs whe
16、n a company develops unique differences in its products or services with the intent to influence demand2-2323The Three Generic Strategies Choosing a Business Focus2-2424Value Chain Analysis Executing Business Strategies Business Process A standardized set of activities that accomplish a specific tas
17、k,such as a specific process Value Chain Analysis Views a firm as a series of business processes that each add value to the product or service2-2525Value Chain Analysis Executing Business StrategiesPrimary Value Activities Inbound Logistics Acquires raw materials and resources,and distributes Operat
18、ions Transforms raw materials or inputs into goods and services Outbound Logistics Distributes goods and services to customers Marketing and Sales Promotes,prices,and sells products to customers Service Provides customer support2-2626Support Value Activities Firm Infrastructure Includes the company
19、format or departmental structures,environment,and systems Human Resource Management Provides employee training,hiring,and compensation Technology Development Applies MIS to processes to add value Procurement Purchases inputs such as raw materials,resources,equipment,and supplies2-27Value Chain Analy
20、sis Executing Business Strategies27Porters Value Chain2-28Value Chain Analysis Executing Business Strategies28Value Chain and Porters Five Forces Model2-29Value Chain Analysis Executing Business Strategies29Strategic Initiatives for Implementing Competitive AdvantagesChapter 032-3030Strategic Initia
21、tives Organizations can undertake high-profile strategic initiatives including:Supply chain management(SCM)Customer relationship management(CRM)Business process reengineering(BPR)Enterprise resource planning(ERP)3-3131Supply Chain Management Supply Chain Management(SCM)Involves the management of inf
22、ormation flows between and among stages in a supply chain to maximize total supply chain effectiveness and profitability3-3232Supply Chain ManagementFour basic components of supply chain management include:1.Supply Chain Strategy1.Strategy for managing all resources to meet customer demand2.Supply C
23、hain Partner1.Partners throughout the supply chain that deliver finished products,raw materials,and services.3.Supply Chain Operation1.Schedule for production activities4.Supply Chain Logistics1.Product delivery process3-3333Supply Chain Management Wal-Mart and Procter&Gamble(P&G)SCM3-3434Supply Cha
24、in Management Effective and efficient SCM systems can enable an organization to:Decrease the power of its buyers Increase its own supplier power Increase switching costs to reduce the threat of substitute products or services Create entry barriers thereby reducing the threat of new entrants Increase
25、 efficiencies while seeking a competitive advantage through cost leadership3-3535Supply Chain Management Effective and efficient SCM systems effect on Porters Five Forces3-3636Customer Relationship Management Customer Relationship Management(CRM)Involves managing all aspects of a customers relations
26、hip with an organization to increase customer loyalty and retention and an organizations profitability Many organizations,such as Charles Schwab and Kaiser Permanente,have obtained great success through the implementation of CRM systems3-3737Customer Relationship Management CRM is not just technolog
27、y,but a strategy,process,and business goal that an organization must embrace on an enterprisewide level CRM can enable an organization to:Identify types of customers Design individual customer marketing campaigns Treat each customer as an individual Understand customer buying behaviors3-3838Customer
28、 Relationship Management3-3939Business Process Reengineering Business Process a standardized set of activities that accomplish a specific task,such as processing a customers order Business Process Reengineering(BPR)The analysis and redesign of workflow within and between enterprises The purpose of B
29、PR is to make all business processes best-in-class3-4040Finding Opportunity Using BPR Types of change an organization can achieve,along with the magnitudes of change and the potential business benefit3-4141Enterprise Resource Planning Enterprise Resource Planning(ERP)Integrates all departments and f
30、unctions throughout an organization into a single IT system so that employees can make decisions by viewing enterprisewide information on all business operations Keyword in ERP is “enterprise”3-4242Enterprise Resource Planning ERP systems collect data from across an organization and correlates the d
31、ata generating an enterprisewide view3-4343Chapter 06Valuing Organizational Information6-4444Organizational Information Information is everywhere in an organization Employees must be able to obtain and analyze the many different levels,formats,and granularities of organizational information to make
32、decisions Successfully collecting,compiling,sorting,and analyzing information can provide tremendous insight into how an organization is performing6-4545Organizational Information Levels,formats,and granularities of organizational information6-4646The Value of Transactional and Analytical Informatio
33、n 6-4747The Value of Timely Information Timeliness is an aspect of information that depends on the situation Real-time information immediate,up-to-date information Real-time system provides real-time information in response to query requests6-4848The Value of Quality Information Characteristics of h
34、igh-quality information include:Accuracy Completeness Consistency Uniqueness Timeliness6-4949Understanding the Costs of Poor InformationThe four primary sources of low quality information include:1.Online customers intentionally enter inaccurate information to protect their privacy2.Information from
35、 different systems have different entry standards and formats3.Call center operators enter abbreviated or erroneous information by accident or to save time4.Third party and external information contains inconsistencies,inaccuracies,and errors6-5050Chapter 08Accessing Organizational Information Data
36、Warehouse8-5151Data Warehouse Fundamentals Data warehouse a logical collection of information gathered from many different operational databases that supports business analysis activities and decision-making tasks The primary purpose of a data warehouse is to aggregate information throughout an orga
37、nization into a single repository for decision-making purposes8-5252Data Warehouse Fundamentals Extraction,transformation,and loading(ETL)a process that extracts information from internal and external databases,transforms the information using a common set of enterprise definitions,and loads the inf
38、ormation into a data warehouse Data mart contains a subset of data warehouse information8-5353Multidimensional Analysis and Data Mining Databases contain information in a series of two-dimensional tables In a data warehouse and data mart,information is multidimensional,it contains layers of columns
39、and rows Dimension a particular attribute of information8-5454Multidimensional Analysis and Data Mining Cube common term for the representation of multidimensional information8-5555Multidimensional Analysis and Data Mining Data mining the process of analyzing data to extract information not offered
40、by the raw data alone To perform data mining users need data-mining tools Data-mining tool uses a variety of techniques to find patterns and relationships in large volumes of information and infers rules that predict future behavior and guide decision making8-5656Information Cleansing or Scrubbing A
41、n organization must maintain high-quality data in the data warehouse Information cleansing or scrubbing a process that weeds out and fixes or discards inconsistent,incorrect,or incomplete information8-5757Information Cleansing or Scrubbing Accurate and complete information8-5858Business Intelligence
42、 Business intelligence information that people use to support their decision-making efforts Principle BI enablers include:Technology People Culture文化8-5959Business Plug-In B18Business Intelligence60Business Intelligence Business intelligence(BI)applications and technologies used to gather,provide ac
43、cess to,and analyze data and information to support decision-making efforts Parallels between the challenges in business and challenges of war Collecting information Discerning patterns and meaning in the information Responding to the resultant information61The Solution:Business Intelligence Improvi
44、ng the quality of business decisions has a direct impact on costs and revenue BI systems and tools results in creating an agile intelligent enterprise62The Solution:Business Intelligence BI enables business users to receive data for analysis that is:够接收的数据进行分析 Reliable 可靠 Consistent 一贯 Understandabl
45、e 可理解的 Easily manipulated 操控自如63Operational,Tactical,and Strategic BI Claudia Imhoff,president of Intelligent Solutions,divides the Spectrum of data mining analysis and business intelligence into three categories:三类的频谱 Operational 操作 Tactical 战术 Strategic 战略64Operational,Tactical,and Strategic BI65O
46、perational,Tactical,and Strategic BI66BIs Operational Value The key is to shorten the latencies so that the time frame for opportunistic influences on customers,suppliers,and others is faster,more interactive,and better positioned 关键是要缩短等待时间，这样对客户，供应商及其他机会主义影响的时间框架是更快，更具互动性和更有利的地位67Data MiningData m
47、ining process of analyzing data to extract informationData-mining tools use a variety of techniques to find patterns and relationships in large volumes of information Classification 分类分类 Assign records to one of a predefined set of classes.Estimation 估计估计 Determine values for an unknown continuous v
48、ariable behavior or estimated future value Affinity grouping亲和分组亲和分组 Determine which things go together Clustering 聚类聚类 Segment a heterogeneous population of records into a number of more homogeneous subgroups68Data MiningCommon forms of data-mining analysis capabilities include:Cluster analysis聚类分析
49、 Association detection协会检测Statistical analysis统计分析69Cluster AnalysisCluster analysis a technique used to divide an information set into mutually exclusive groups相互排斥的群体的信息 such that the members of each group are as close together as possible to one another and the different groups are as far apart a
50、s possibleCRM systems depend on cluster analysis to segment customer information and identify behavioral traits70Association DetectionAssociation detection reveals the degree to which variables变量 are related and the nature and frequency of these relationships in the informationAssociation rule gener
