L01 - Organization and Basics

Question 1

Motivation

Answer 1

IT Brands are in a growing global industry. Many of the most valuable global brands are IT companies, which are now seen as global players.

IT changes how tasks are completed across all business areas and not only typical IT departments are impacted by new technologies. Amazon, Netflix, Google Maps, Amazon Go, Sam´s Club and Apple Pay.

IT could restructure retail. But therefore, a central data base, analytic system and position tracking is needed.

Question 2

Information Technology

Answer 2

IT is a collection of devices, software and accessories

Question 3

Information System

Answer 3

The information system is embodied in “the ways people create value” with information technology

Question 4

Difference IT and IS

Answer 4

IT and IS differ. IS is not the IT and the formal processing being used. The IS is not the people using the IT and the formal and informal processes. The IS is what emerges from the usage and adaptation of the IT and the formal and informal processes by all its users.

Question 5

Components of an IS

Answer 5

hardware:
- Computer, Storage Disk, Keyboard, Monitor (Servers, Terminals, Personal Computers, Networks)

software:
- Operating System, Word Processor (Many different programs coordinating the activities)

data:
- Word, Sentences, Paragraphs (Large number of data objects, e.g. Customers, Reservations, Invoices)

procedures:
- Start program, enter document, print it, save and backup, … (Hundreds of different procedures involving different people)

and people:
- YOU, Airline Personnel, Travel Agents, Various Employees in Hotels

Question 6

Types of Information Systems

Answer 6

Business-To-Costumer (B2C) Systems:
- Direct engagement with costumers/ consumers

Business-To-Business (B2B) Systems:
- Enabling Business networks

Enterprise Systems:
- Focusing on company-internal processes

Question 7

Enterprise Systems

Answer 7

“Enterprise Systems (ES) represent a specific category of information systems. They build on pre-packaged industry best practices embedded in standardized product software and target large-scale integration of data and business processes across all company’s functional areas and beyond company borderlines. Enterprise Systems strongly interplay with work practices of individual employees as well as organizational structures shaping and being shaped by individuals’ behavior.”

Have a look at the pyramid.

Question 8

Goals of ES on the different Level:

Answer 8

Strategic Level:
- ES aim to ensure the long-term success of a company, provides information for senior managers to strategically manage the company.

Tactical Level:
- Middle Managers aim to reduce costs by technical support and automatization of business processes

Operational Level:
- Operational managers and workers use highly integrated enterprise systems to prevent system breaks.

Question 9

CRM (customer relationship management) systems

Answer 9

CRM (customer relationship management) systems aim to systematically establish and maintain a long-term and profitable relationships to the firms (potential) customers. Operational CRM supports sales tasks. Collaborative CRM enable the direct interaction between a firm and the customers. Analytical CRM analyzes data of the operative CRM.