Information Technology For Management 5th Edition

1
Chapter 13
IT for Strategy and Planning

• Information Technology For Management 5th Edition
• Turban, McLean, Wetherbe
• Lecture Slides by A. Lekacos,
• Stony Brook University
• John Wiley Sons, Inc.

2
Learning Objectives

• ???????????????????? ? ???????????????????????????
  ?????? information systems.
• ?????? IT?????????????????????????????????????????
  ??????????????????????????????????????????????????
  ???
• ?????????????????? information technology ???
  ???????????? ? ???????????????????????????????????
  ???????????????????????????????
• ???????????? 4 ??????????????????? information
  systems ??????????????? ???????????????
  information systems plans ??????? business plans
• ????????????????????? information requirement ,
  project payoff ??? portfolios, resource
  allocation, ??? project planning.

3

• ??????????????????????????????? IT alignment.
• ???????????????? ? ??? IT architectures ???
  ??????????????????????????????????????????
  information architecture.
• ???????? major issues ????????????? information
  systems planning.
• ???????????????? ? ????????? Web-related IT
  planning ?????????????????? ???????? application
  portfolio

4
Dells direct path to success

• The Problem
• ??????????????????????????????????????
  (make-to-forecast strategy) ??????????????????????
  ????????????????????????????? ????????????????????
  ??????????????? (value chain)????????? inbound
  logistics ????? ??????? outbound logistics
  ???????????????? ?????????????????????????????????
  ?????????????????????????????????????????
• ?????????????????????????? (?????????????????????)
  ?????????????????????????????????????????????????
  ?????????? (lost sales)???????????????????????????
  ? (inadequate supply) ???? ???????????????????
  (over supply) ???????????????? profit
  ???????????? ??????????????????????????
  ??????????????????????????????????????????????????
  ?????????????

5

• The solution
• ?????????????? make-to-forecast strategy ?????
  direct business model (??????????????????)
  ??????????????????????????????????
  ????????????????????? Dell ???????
  ?????????????????????????????????
  mass-customization ???????????????????????????????
  ????????????? build-to-order (BTO) strategy
  ????????????????????????????????????????????
  ??????????????????????????????????????????????????
  ????????????????????????????
• ??????????????????? Dell ?????????????????????????
  ???????????????????????????????? ??????????? Dell
  ????????????????????????????????????????????????
• BTO ??? Dell ?????????????????????????????????????
  ????????????? ????? ???? ???????? Dell
  ??????????????? 1 ??? ????????????????????????????
  ????????????????????????????????????????????????
  ??????????????????????????????????????
  ??????????????????????????????? 1-5 ???

6

• ??????????????????????????????????????????????????
  ??????????????????????????????????????????????????
  ?????????????? ????????????????????? Dell
  ????????????? ? ?????????????????????????
  e-commerce ???? Web ????????? 1996 ????????? Dell
  ???????????? Web ????? 1 ???? USD
• ??????????????????? build-to-order
  ???????????????? ?????????????????????????????????
  ?????????????????????? ???????????????????????????
  ????????????? ?????????????????????????????????
  ????????????????????????????????????????????? ?
• ??????????????????? ??????????????????????????????
  ????????????? ????????????????????????????????????
  ??????????????????????????????????????????????????
  ???

7

• Results
• ?????????????????????????????? Dell
  ??????????????????????????????????????????????????
  ?? ?????????????????????????? ????????????????????
  ?
• ?????????? BTO strategy ??????????????????????????
  ?????????? ???? ??????????????????????????????????
  ?????????????????????????? ???????
• Dell ??????????????? 40 BUSD?????

8
12.1) IT Strategic Alignment

• Strategic Information System ???????
  ?????????????? ? ???????????? EIS, OIS, TPS, KMS
  ??????????????????????????? goals, processes,
  products, ???? environmental relationships
  ??????????????????????????????????????????????????
  ? ???? ??????????????????????????????
• ???????????????????????? (Competitive Advantage)
• ????????????????????????????????????????????????
  ???? ?????? ?????? ????????
• ??????????????????? Value Chain Data
• ??????????????????????????? (Improving Core
  Competency)
• ?????????????????????
• ??????????????????????????

9
???????????????????? ?????????????????? maps ????
crafts ???????????????????????????

• SWOT Analysis
• Product Life Cycle
• Quality Preference

10
CIO ?????????????? (??????????????????????)
11
The relationship among business, IS and IT
strategies
12
??? alignment IT ??????????????????? 2 ???

• 1) ??????? IS functions strategy, structure,
  technology ??? processes ?????????????????????
  ???????? IS ??? Business ?????????????????????????
  ? Goal ???????? ??????????????? IS Alignment
• 2) ????????? IS Strategy ??????? Organizational
  Strategy ????????????????? ??????????????
  ??????????? ??? ??????????? ? ???????????? IS
  ??????????????????????????????????????????????????
  ? ??????????????? IS strategic alignment

13
13.2) Competitive forces model

• ??????????????????????????????????????????????????
  ??? Michael Porter ???????? ??????????????????????
  ????????????????????????????????????? ? 5 ??????
  ??????????????????????????????????

Michael E. Porter
(??????????????? Competitive Strategy ???
Competitive Advantage ??? Michael E. Porter)
14
????????????????????????????????????

• ??????????????????????????????????????????????????
  ???????? ? ??? ???????????????????????????????????
  ?????????? ?
• ??????????????????????????????????????????????????
  ????????????????? ????????????????????????????????
  ??? ? ?????????????????????
• ??????????????????????????????????????????????????
  ???????????????????????????? ?????????????????????
  ??????????????????
• ????????????????????????????????? (force)
  ???????????????????????????????
  ????????????????????????
• ??????????? ? ???????????????? ???????????????????
  ? (Perfect competitive) ???????
  ???????????????????? ?????????????????????????????
  ????????????? ????????????????????????????????????
  ??????????????????????????????????????????????????
  ??

15
???????????????????????

• ??????????????????????????????????????????????????
  ?????????????????? ????????????????????? ?
  ??????? ??????????????????????????? (????????
  ??????????) ??????????????????????????????????????
  ? ?
• ??????? ? ??? ????????????????????????????????????
  ???????????????????? ??????? ?????????????????????
  ??????????????????????? ??????????????????????????
  ?? ????????????????????????? ?????????????????????
  ?????? ? ?????????????? ???????
• ??????????????? ??????????????????????????????????
  ????????????????????? ???? ???????????????????????
  ??????????????????? ? ????????

16
Porters Competitive 5 Forces Model

• Porter ?????? ???????????????????
  ???????????????????????????????????????????
  ??????????????? ???????????????????
  ???????????????????? ?????????????????????????????
  ??????? (Competitive forces) 5 ????????????
• 1) ????????????????????????????? (??????????)
• 2) ??????????????????????????????????????????
  (??????????)
• 3) ???????????????????????????????????????????????
  ???????????????????????
• 4) ??????????????????????????????
• 5) ???????????????????????????????????????????????
  ??? ?

17
Porter's Five Forces Model
Industry competitors
?????????? (???????????????????????)??????????????
??
Source Michael E. Porter Competitive Strategy
Techniques for Analyzing Industries and
Competitors, (The Free Press, 1980)
18
Porter's Five Forces Model
Industry competitors Rivalry among existing
firms
??????????????????????????????????????????????????
?????????
Source Michael E. Porter Competitive Strategy
Techniques for Analyzing Industries and
Competitors, (The Free Press, 1980)
19
Porter's Five Forces Model
Potential entrants
Threat of new entrants
Industry competitors Rivalry among existing
firms
Source Michael E. Porter Competitive Strategy
Techniques for Analyzing Industries and
Competitors, (The Free Press, 1980)
20
Porter's Five Forces Model
Potential entrants
Threat of new entrants
Industry competitors Rivalry among existing
firms
Threat of substitutes
Substitute products
Source Michael E. Porter Competitive Strategy
Techniques for Analyzing Industries and
Competitors, (The Free Press, 1980)
21
Porter's Five Forces Model
Potential entrants
Threat of new entrants
Industry competitors Rivalry among existing
firms
Bargaining power of suppliers
Suppliers
Threat of substitutes
Substitute products
Source Michael E. Porter Competitive Strategy
Techniques for Analyzing Industries and
Competitors, (The Free Press, 1980)
22
Porter's Five Forces Model
Potential entrants
Threat of new entrants
Industry competitors Rivalry among existing
firms
Bargaining power of suppliers
Bargaining power of buyers
Buyers
Suppliers
????????????????
Threat of substitutes
Substitute products
Source Michael E. Porter Competitive Strategy
Techniques for Analyzing Industries and
Competitors, (The Free Press, 1980)
23
???????????..

• ?????????????? 5 ?????? (???)
• ???????????????????????????? (???)
• ????????????????????? (????)

24
Porters five forces Model
25
1) ????????????????????????? (Threat of New
Entrance)

• ??????????????????????????????????????????????????
  ????????????????????????????????? ?????????? ???
  ???????????????????????????????????????
• ??????????????????????????????????????????????????
  ????????????????????? ????????????????????????????
  ????????????
• ????????????????????????? ????????????????????????
  ?????????????????????????? ???????????????????????
  ????????
• ???????????????????????? ?????????????????????????
  ???????? ????????????????? ???????????????????????
  ??????????? ???? ???????? ???????
• ??????????????????????????????????????????????????
  ? ???????????? ????????????????????????????
  ????????????????? ?????????????????? ?

26
??????????????????????? (1)

• 1) Economies of scale
• ????????????????????????????????????????? ????
  ???????????????????????? ?????????????????????????
  ?????????? ???????????????????????????????????????
  ??? ??????????
• 2) Proprietary product differences
• ??????????????????????????????????????????????????
  ????????????????????? ?????? ???? ??????
  ????????? ????????? ????????????????????????????
  ???? ?? ???????????????
• 3) Brand identity
• ??????????????????????????? ??????????????????????
  ??????????????????? ???? ???? ????????????????????
  ????????? ???????? ????? ????????????????

27
??????????????????????? (2)

• 4) Switching cost
• ??????????????????????????????????????????????????
  ???????????? ??????????? ?????????????????
  ????????????????????????????????????????????????
  ??
• 5) Capital requirement
• ??????????????????????????????????????????????????
  ???????? ???? ?????????? ?????????????????????????
  ??????? ?????????????????????????????????????????
• 6) Access to distribution
• ??????????????????????????????? ?
  ?????????????????????????????????? ??????
  ?????????????????????????????????????????????
  ???? ???????????????????????? ????????????????????
  ??????? ???? ???????? ??? ???? ????????????????

28
??????????????????????? (3)

• 7) Absolute cost advantage
• ?????????????????? (Vertical Integration) ????
  ?????????????????????? ???????????????????????????
  ?? ???? ????? CP (?????????????) ??????? ???????
  ???????????????? ?????????????????????????????????
  ??????
• 8) Proprietary learning curve
• ?????????????????????? ???? ??????????
  ???????????? ?????????????? ??????????????????????
  ????? ??????????????????????????????????????
  ????????????????????
• 9) Access to necessary inputs
• ??????????????????????????????????????????????????
  ????????????????????

29
??????????????????????? (4)

• 10) Proprietary low-cost product design
• ?????????????????????????????????????????????????
  ???? ????????? ????????? ??????? ????????????????
  ????????????????????????????????
• 11) Government policy
• ????????????????????????????????????????
  ?????????????????????????? ??????
  ????????????????? ????????????????????????????????
  ???? ?????????????????????????? ????????????
• 12) Expected retaliation
• ????????????????????????????

30
Porters five forces Model
31
2) ?????????????????????????????????????????? (1)

• 2.1) Differentiation of inputs
• ????????????????? Supplier ?????????
  ??????????????????? ???? ????????????? ???????
• 2.2) Switching costs of suppliers and firms in
  the industry
• ????????????????????????????? ????????????????????
  ? supplier ??????????? ???? ??? ????????????????
• 2.3) Presence of substitute inputs
• ????????????????????????????? ?????????????????
  Supplier ??????
• 2.4) Supplier concentration
• Supplier ?????????? ??????????????????????????????
  ??? ????????????????? Supplier ??????

32
?????????????????????????????????????????? (2)

• 2.5) Importance of volume to supplier
• ??????????????? ????????????????? Supplier
  ???????
• 2.6) Cost relative to total purchases in the
  industry
• ????????????????? (???????) ???????????????
  ??????????????????????????
• 2.7) Impact of inputs on cost or differentiation
• ?????????????????? ???? ????? ????
  ???????????????? ???????????????????? ??????
• 2.8) Threat of forward integration relative to
  threat of backward integration by firms in the
  industry.

33
Porters five forces Model
34
3) ?????????????????????????????????????? (1)

• 3.1) ???????????????????????????????????
• 1) Buyer concentration versus firm concentration
• ??????????????????????????????? ?????????????????
  ???????????????? ???????? ????????????????????????
  ????????
• 2) Buyer volume
• ???????????????????????????????????????
  ?????????????????????
• 3) Buyer switch costs relative to firm switching
  costs
• ??????????????????????????????????????????????????
  ????????????????????
• 4) Buyer information
• ????????????????????? ??????????? ???????????????
  ?????????????????????????

35
????????????????????????????? (2)

• 5) Ability to backward integrate
• ??????????????????????????? ????
  ?????????????????????? ? ??????????????? ?????
  ??????????????????????????????????
• 6) Substitute product
• ??????????????????????????????????????????????
  ???????????????????????????????????????????
• 7) Pull-through
• ?????????????????????? ? ?????????????????(???????
  ?????)
• ??????????????????????????????

36
????????????????????????????? (3)

• 3.2) ?????????????????? (Price Sensitive)
• 1) Price total purchase
• ???????????? ?????????????????????????????????????
  
• 2) Product differences
• ??????????????????????????????????????????
  ?????????????????????????????
• 3) Brand identity
• ????????????????????????????????
  ?????????????????????????????????????
• 4) Impact on quality/performance
• ????????????????????/??????????? ???????????
  ?????????????????????????????

37
????????????????????????????? (4)

• 5) Buyer profits
• ????????????????????? (????????????)
  ?????????????????
• 6) Decision makers incentives
• ?????????????????????

38
Porters five forces Model
39
4) ????????????????? (1)

• 4.1) Relative price/performance of substitutes
• ????/??????????????????????????????
  ??????????????????????????
• 4.2) Switching costs
• ??????????????????????? ????????
  ??????????????????????????
• 4.3) Buyer propensity to substitute
• ??????????????????????????????????????
  ????????????????????????????????? ??????????
  Happy ??????????????????????????

40
Porters five forces Model
41
5) ???????????????????????????????????????????????
? (1)

• 5.1) Exit barriers
• ?????????????????????????????????????????? ?
  ????????????? ?????????? ?????????????????????????
  ????????????????????????
• 5.2) Industry concentration
• ???????????????????????????? ? ???????????????
  ?????????????????????
• 5.3) Fixed costs/Value added
• ???????????/??????????? ????????????????????
  ??????????? (??????????????? ?????????????)
  ????????????????????????????????????
• 5.4) Industry growth
• ??????????????????????????? ? ????????????????????
  ??????????????????

42
??????????????????????????????????????????????? ?
(2)

• 5.5) Intermittent overcapacity
• ??????????????????????????????????????????????????
  ??????? ?????????? ?????????? ????????????(???????
  ????????????) ??????????????????????
• 5.6) Product difference
• ??????????????????????? ?????????(???????????? ?
  ???) ??????????????????
• 5.7) Switching cost
• ??????????????????????????????????????????????????
  ??????????????? ??? ??????????????????????????????
  ??
• 5.8) Brand identity
• ????????????????????? ?????????(???????????????)
  ??????????????????????

43
??????????????????????????????????????????????? ?
(3)

• 5.9) Diversity of rivals
• ???????????????????????? (????????????????)
  ????????????????????? ????? ???????
  ???????????????? ??????????????????????
• 5.10) Corporate stakes
• ????????????????????????????????????????
  ??????????????????????????????????

44
?????????? Competitor Analysis ?????????? ?

• ???????????????????????????? ?????????????????????
  ????????????????????? 5 ??????? Porters five
  forces Model ?????????????????????????????????? 5
  ??????????????????
• ??????????? ?????????? ????????????????????
  ???????????????? ? ????????

45
?????????? Competitor Analysis ?????????? ?
First Competitive Force

• 1) ????????????????????? (????????????????????????
  ???????? ???? ????????????? ???? ????????
  ????????????? ?????? ?????? ???????)
• 2) ?????????????????? (???????????????????????)
  ??? ??????????????????? (??????? ??????????????
  ??????????????????????????)
• 3) ?????????????????????????????? (?? SWOT
  Analysis)
• 4) ??????????????????????????????????
  (???????????????????????????????????
  ??????????????????? ???? ??????????
  ??????????????????????? ???????)

46
We Analyze the Entry Barriers
Second Competitive Force

• 1) ??????????????????????????????????????
  ???????????????????????????????? ? (???????
  ??????????????????? ? ???????????????????
  ???????????????????? ?????????????????????????????
  ???????????????)
• 2) ?????????????????????????????????? ?
  (?????????????????? ???????????????????????
  ???????????????)
• 3) ?????????????????????(?????)??????????????? ?
  (?????????????? ????????? ????????????????????????
  ?????????????? ???? ??? Promotion ?????? ???
  ?????????)
• 4) ?????????????????????????????? ?
  (????????????????????????????????? ??????????????
  ???????????????????????)

47
We Analyze the Substitute Products
Third Competitive Force
1) ?????????????????????????? ?
???????????????????????????????????????
????????????? ? (?????????????????????????????????
?????????????????????? ??? ???????????????) 2)
?????????? ? ???????????????????????????????????
? ???????????? ? (?????????????
????????????????????????????????? ???????????? ?
??????????????????????) 3) ???????????????????????
?????????????????????????????????? ?
(?????????????? ????????????? ????????????????????
?????)
48
We Analyze the Supply Chain
Fourth Fifth Competitive Forces
1) ???????????????????????????? ? 2)
????????????????? ? 3) ???????????????????????????
? (transaction) ? 4) ?????????????????????????????
???? ???????????????? (capture) ?
49
?????????????????????????????

• ????????????? ???????????????????????????????????
  (Web-based) ?????????????? ??????
• ?????????????????????????? ???????????????????????
  ?????????????????? ??? ???????????????????????????
  ???????? 5 ??? Porter

50
Internet and its effect on Industry Structure

• ??????????????????????????? ??????????????????????
  ?????????????? ? ???? ? ?? ?????????????
  ??????????????????????????????????????????????????
  ??????? ??????????????????????????
  ???????????????????? ?????????? (-) ??????? ()

(??????????????? Strategy and Internet ???
Michael E. Porter)
51
Internet and its effect on industry structure
52
1) ???????? ???????????????????

• 1) ???????????????????????????????????????????????
  ???????????????? ? ???? ??????????????????????????
  ???? ?????????????????????????????? ??? ?????????
  ????????? ??????? ????????????????????????????????
  ????????????? ??????????????? ????????
  ?????????????????????????????????????????????
  ???? ??????? ? ??? ?????????????? ? ?????????????
  ? (-)
• 2) ???????????? ???????????? (????????????????????
  ? ? ??????????????????) ????????
  ??????????????????????????????????????????
  ????????? ??????????????????????????????
  ??????????????????????? ?????????????????????
  ???????????????????????? (-)
• 3) ?????????????? ? ??????????????????????????????
  ?????????????? (-)
• ????????? ????????????? ???????
  ???????????????????????????????????????????????
  ??????????? ??????????????????????????????????????
  ?????????????????????

53
2) ???????? ?????????????????????????????????????

• 1) ??????????????????????????? ???????????????????
  ????????????????????? ??????????????????????????
  (-)
• 2) ??????????????????????????????????? (-)
• 3) ???????????????????????????????
  (??????????????????????????????????)
  ?????????????????????????????????????????? (-)
• 4) ?????????????????????????????????????????
  ???????????????????????????????? ?????? (-)
• ?????????????????????????????? ???????????????????
  ???????????? (???? - ???????) ??? ?????????
  ??????????????????????????????????????
  ????????????????????????? ????????????????????????
  ??????????

54
3) ???????? ?????????????????????????????????????

• 1) ???????????????????????????????????????????????
  ????????? ????????????????????????????????????????
  ?????? ??????????????? ??????????
  ?????????????????????????????? ()
• 2) ??????????????????????????????????
  ???????????????????????????????????
  ?????????????? ??????????????? ???????????????????
  ?????????????????? ??????? (-)
• ???????????????????????? ??? -
  ??????????????????????????????????????????
  ???????????????????????????? ?????????????????????
  ?????????????????????????? ????
  ??????????????????????????????????????????????????
  ?????????????????? ????

55
4) ???????? ????????????????????????/?????????????
?

• 1) ???????????????????????????????????????????????
  ?????????????????????????????????Supplier
  ??????????????? ?????????? Supplier
  ????????????????????? ?????????? (/-)
• 2) ?????????????????????????? Supplier
  ??????????????????? ? ????????? ???????
  ????????????????????????????? (????????????,
  Broker) ???? (-)
• 3) ???????????????????????????????????????????????
  ?? ?????????????????? ????????????????????????????
  ???????????????????????????? ?????????????????
  ????????????????????????????????????????
  ?????????????????????????????? (-)
• 4) ????????????????????????????????????? ???
  ?????????????????????? ????????
  ?????????????????????????????? (-)
• ????????? ??????? (-) ??????? () ???????
  ????????????????? Supplier ?????

56
5) ???????? ????????????????????????

• 1) ???????????????????????????????????????????????
  ???????????????? ???? ????????????
  ??????????????????????????????????????????????????
  ??????? ???? ()
• 2) ???????????????????? (end consumers)
  ??????????????????????? (-)
• 3) ???????????????????????????????????????????????
  ????? (??????? Supplier) (-)

57
????.

• ????????????????????????????? ????????????????????
  ????????? ????????????? ? ?????????????? (-)
  ??????????? ??????????? ??????????????????????????
  ??????? ???? ???????????????????????????????????
• ????????????????? IT ??????????????? ???????????
  IT ?????????????????????????? ????????????????????
  ??? ??????????????????????????????
• ??????????????? IT at Work 13.2 Britannica
  Seeks to Compete with Advancing Technology page
  524

58
Strategies for Competitive Advantages (1)

• ????????????????????????????????? ?
  ????????????????????? ?????????????????
  ??????????? ??????????????????????????????????????
  ??????????? ??????????????????????????????????????
  ???????????????? ????????????????????????????????
  (??????) ??????? ?????? ????????????????
• 1) ?????????????????? (Cost leadership strategy)
• ?????????????????????????????? ?
  ???????????????????????????????????? ?
• 2) ?????????????????????? (Differentiation
  strategy)
• ????????????? ????????? product feature
  ???????????????????? ???? ??????????
  ??????????????????? ???????

59
Strategies for Competitive Advantages (2)

• 3) ??????????????????? ? (Niche strategy)
• ????????????????????????????????????????? ????
  ?????????????? ?????????? ???????????????? ??????
  ???? ???????? ???????
• 4) ??????????????????????????? (Growth strategy)
• ????????????????????????? ???????????? ?
  ?????????? ???????????????????
• 5) ????????????????????? (Alliance strategy)
• ??????????????????????????????????????????????????
  ????????????? ??????????????? ?????? partnership,
  alliance, joint venture ???? virtual company
• 6) ??????????????????????? (Innovative strategy)
• ?????????????????????????? feature ???? ?
  ????????????? ???? ???????????????????????????????
  ??? (??????? Table 13.2)

60
?????????????????????????????
Full Package Services
61
Strategies for Competitive Advantages (3)

• 7) ??????????????????????????????????
  (Operational effectiveness strategy)
• ??????????????????????????????????????
• 8) ???????????????????????? (Customer orientation
  strategy)
• ????????????????? ??????????? happy ?????? ??????
  ???? ????????
• 9) ?????????????????? (Time strategy)
• ????????????????????????????? ????
  ?????????????????????????? ?????????? ????
• 10) ??????????????? (Entry-barrier strategy)
• ???????????????????????? ???? ??????????????
  ??????????????????????? Web

62
Strategies for Competitive Advantages (4)

• 11) ?????????? Supplier ???? Buyer ?????????????
• (Lock-in customer or supplier strategy)
• ????????????????????/?????????????????????????
• 12) ????????????????????????????????????????????
  (Increase switching cost strategy)
• ????????????? ??????????????????????????????
  ????? ?????????????????????

63
??????????????????????????? (1)

• ???? 12 ??????????????????????????????????????????
  ?? ?????????????????????????? ????
• ?) ??? Supplier ???? Buyer ?????????????
• ?) ????????????????????????
• ?) ??????????????????????????????????????????????
• ?) ???????????????????????????????????????????????
  
• ?) ??????????(???????)????????????????????
• ?) ???????????????????????????????????????????????
  ?????????????? ?????????????????

64
??????????????????????????? (2)
65
13.3) Porters Value Chain Model

• ???????????????????????????????????? (value chain
  model (Porter, 1985)) ????????? ?
  ???????????????????????? ? ???????????????????? 2
  ???? ??? ??????????? (primary activities) ???
  ??????????????? (support activities)
• ??????????? ??? ????????? ? ??????????????????????
  ?????? ?????? ?????????? ??????????????????????
  ??? ???????????????????? ?????????????????????????
  ????????????????????????????????????? ???????
  ???????????????? ???
• Inbound logistics (inputs)
• Operations (manufacturing and testing)
• Outbound logistics (storage and distribution)
• Marketing and sales
• Service

66
The Value Chain (Continued)

• ??????????????????????????????????????????????????
  ????????????????????????????????????
  ??????????????????????????????????????????????????
  ??????????????(??????????????)
• The firms infrastructure (accounting, finance,
  management)
• Human resources management
• Technology development (RD)
• Procurement
• ??????????????????????????????????????????????????
  ??????????????????????????????????????????????????
  ??????? ?????????? ??? ??????????
  ??????????????????????????????????????????????????
  ?????????????????????????????????????????
  ???????????????????????????? ?????????????????????
  ?? ? ??????????????????????????????????????

67
The Value Chain (Continued)
Secondary Activities
Value
Primary Activities
68
The Airline Industry Value Chain
69
The Value Chain (Continued)
Internal
E-Billing
E-Payments
70
The Value System

• ??????????????????????????????????????????????????
  ? ?????????????????????? Porter ????????
  ?????????????? (value system) ???????
  ??????????????????? ? ???????? ???????????????????
  ??????????????????????????????????????????????????
  ??????????? ??????????????????????????????????????
  ???????????????????????? ???? ?
  ?????????????????????????????????????????????
  ????????????????????????????? ???
  interorganizational information systems (IOSs)
• ?????? Internet-based EDI systems ????? strategic
  benefits ???
• ?????????????????????? (PO to Receiving)
• ???????????????????????????????????????
  (Automated Replenishment)
• ??????????????????????
• ??????????????????????????????????????????????????
  ?

71
Sustaining a Strategic Information System (SIS)

• Strategic information systems ???
  ??????????????????????????????????????????????????
  ??????????????????????????????????????????????????
  ?????????????? ???????????????????????????????????
  ??????????????????????????????????????????????????
  ?????????????? ???????? ???????
  ??????????????????????????????????????????????????
  ??????????????????? ??????? ??????????????????????
  ???????? ?????????????????????????????????????????
  ???
• ????????????????????? ??? ???????????
  ????????????? (inward systems) ???????????????????
  ????? ??????????????? ???????? ?
  ?????????????????????? ???????????????????????????
  ??????? ? ???????????????? value chain ??????
  ??????????????????????

72
13.4) Strategic resources and capabilities

• IT ???????????????????????????????????? ???
• 1) ?????? ???? ????????????????????
  ???????????????????????????
• 2) ??????? ???? ??????????? ?????? self service
• ?????????????????? IT ????????????????????????????
  ????????????????????????????? ??????????????????
  resource-based view (RBV) ????????????????????????
  ??????? ???????????????????? 13.3
• ???????????????????????? 13.3 ???? IS
  ???????????????????????????????????????????????
  13.4 ?????????????? Technology resources, IT
  skills ??? Managerial IT resources

73
Strategic Resources And Capabilities
74
(No Transcript)
75
13.5) IT Planning

• IT planning ??? ??????????????? IT (IT
  infrastructure)????????????????????
  ?????????????????????? ? (applications
  portfolios)?????? ? ????????????????? ?
• ??????????????????????????? IT (IT planning)
  ???????????????????????????????????????????
  ????????? ????????????????????????????????????????
  ???????? ???????????????????????????????????? IT
  ????????? (corporate IT planning)
• Corporate IT planning ????????? IT infrastructure
  ?????????????????????????????? ??????? end user
  ???????????? ?????????????? goals
  ????????????????????????? IT ????????? (Goal
  alignment) ???????????????????????????????????????
  ?????????????????

76

• ??????????????? IT ??????????????? ??????
• ???????????????????? (Business-led approach)
  ??????????????? IT ???????????????????????????????
  ???????????????
• ??????????????????????????? (Method-driven
  approach) ?????????????? IS ??????????????????????
  ??????????????????????????? ?
• ????????????????????? (Technological approach)
  ????????????????????????????????????????? ?
  ????????????????????? IT
• ???????????????? (Administrative approach) ??????
  IT ??????????????? steering committee.
• ??????????????? (Organizational approach)
  ?????????????? IT ????????????????????????????????
  ??????????????????? (all stakeholders) ????????

77
IT Planning A Critical Issue for Organizations
Continued

• ??????????????????? IT 4 ????????????????? 4
  ??????????????
• ??????????????????? IT (Strategic IT planning)
  ??????????????????????????????????????? IT
• ??????????????????????????????? (Information
  requirements analysis) ???????????????????????????
  ???????????????????????????????? strategic
  information architecture ?????????? specific
  application development ?????????
• ?????????????????????? (Resource allocation)
  ?????????? IT application development resources
  ??? operational resources.
• ???????????????? (Project planning)
  ??????????????????????????????????????????????????
  ??????? specific IS projects.

78
IT Planning A Critical Issue for Organizations
Continued
Applications portfolio ??? ????????????????
computer applications ???? information system
department ?????????? ???? ???????????????????????
??????????????????????
The applications portfolio categorizes existing,
planned, and potential information systems based
on their business contributions.
79
Tools and Methodologies of IT Planning

• ????????????? IT planning model ?????????????
  applications portfolio ???????????????????????????
  ???????? ???????????????????????????????????
  strategic information systems (SIS)
  ??????????????????????????????????????????????????
  ????????????
• ??????? IT ??????????????????? ?????????? IT
  planning ????????? information systems
  applications ?????????????????????????????????????
  ??????????????????????????
• ?????????????????????????? (industry, supply
  chain, competition) ???????????????????
  (competencies, value chain, organizational
  structure) ?????????????????????????????????
  (alignment).
• Alignment ??? ?????????????????????????
  ????????????????????????????????????????

80

• The business systems planning (BSP) model
  ????????????????? IBM ?????????????? two main
  building blocks ??????????????????????
  information architecture ???
• ?????????????????? (Business processes)
• ???????????????? (Data classes)
• Stages Of IT Growth Model, ?????????????? 6
  ?????????????????????? IT ??????
• Initiation. ????????????????????????????
• Expansion (Contagion). ????????????? applications
  ???????
• Control. ???????????????????????????????????????
  ??????????? ? ????????????????????
• Integration. ?????????????????????? ?
  ????????????????????
• Data administration. ?????????????????????????????
  ????
• Maturity. ?????????????? IT ??????????????????????
  ?????????????????

81
Business System Planning (BSP) Approach
82
The stages of IT growth model
83

• Critical success factors (CSFs)
  ??????????????????????????????????????????????????
  ???????????????????????????????????? CSF
  ???????????????????????????????????????????
  (manufacturing, service, ???? government)
  ????????? ? ??????????????? CSF ???
• ?????????????????????????????????????????????
• ??????????????????????????????????????????????????
  ???????????????????????
• ??????????????????????????????????????????
  critical factors?
• ?????????????????????????????????????????
• ????????????????????????????????????????????????

84
Critical success factors-basic processes
85

• Scenario planning ??? ????????????????????????????
  ???????? ? ???????????????????????????????????????
  ????????????????????????????????????????????
  scenario.

86

• ????????????? ??? ????????????????????????????????
  ????????????????????????????????????????????????
  Goal ?????????????????????????????????????????????
  ?? ? ??? ?????? ??? ??????????????????????????????
  ???????????????????????????????
• ?????????????????????????????????? (Information
  requirements analysis) ???????????? 2
  ??????????????????????????????????????????????????
  ?? ?????????????????? infrastructures ????
  ????????????????? (???? ?? data warehouse ????
  data center), ??????????? intranet, extranet, ???
  corporate partners ???????????????
• ?????????????? (Identifies high payoffs) ???????
  IT ???????????????????????????????????
• ????? architecture ??????????? ???????????????????
  ? ??????????????????????????????????????????????

87

• ?????????????
• ?????????????????????? (Resource allocation)
  ????????????????????????????????? hardware,
  software, data networks ??? communications,
  facilities, personnel, ??? financial plans
  ??????????????????????????? master development
  plan ?????????????????????????????????????????????
  (requirements analysis phase)
• ????????????????????????????????????????? ?
  ??????????????????????????????
• ??????????????????????????????????????????????????
  ?
• ???????????????????????????????? infrastructures
  ??????????????????????????????????????????????
• ????????????????? ? ??????????????????????????????
  ???????????? outsourcing strategy.

88
?????????????????????????????????????????????????
(project planning) ????????????????????????????
???????????? specific applications ???????????
????? ???? ????????? ??????????????????????
vendor management and control ??????????????????
outsources ???????????????????
We have to understand what we are going to do We
need to know the start and end dates We need to
know the resources We need to know the tasks

• Various tools exist for planning and control
• PERT CPM
• Gantt Charts

89
13.6) Interorganizational and International IT
Planning

• Information technology architecture ???????
  ??????????????????????????????????????????????????
  ?

• ?????????????????????????? applications
  ??????????????????????????
• operational control
• management planning and control
• strategic planning
• Applications oriented to various
  functional-operational activities
• Marketing RD
• Production Distribution
• It also includes infrastructure
• Databases
• Supporting software
• Networks

90

• ??????????????????????????????? IT infrastructure
  ?????????? ???????????????????????????????
  infrastructure levels ??? information intensity
  (the extent to which products or processes
  incorporate information) ??? strategic focus (the
  level of emphasis on strategy and planning)
  ??????????????????????????????????????????????????
  ? IT infrastructure services ???????
• ??????????????????? ?????????????????????? IT
  infrastructure services ??????????????????????????
  ??????
• ????????????????????????????????????????
  ?????????????????????????????????????????????????
  ?????????? IT infrastructure services ???????
• ????????????????????????????????
  ??????????????????????????????? (????
  cross-selling) ???????? IT infrastructure
  services ???????

91

• ??????????????????? ?????????????????????? IT ???
  ??????????????? ???????????? ????
  ?????????????????????? strategic goals ?????? IT
  infrastructure services ???????
• ??????????????????????????????????????????????????
  ?????????????? ??????? ??????????? IT
  architecture ?????????????????????????????????????
  ?????????????????????????????????????????????? ?
  ??????????????????????
• Centralized computing ???????????????????????????
  ???????????????????????????????????????
• Distributed computing ???????????????????????????
  ????????????????????????????????????????????????
• Blended computing ??????????????????????????

92

• End-user configurations (workstations)
• ??????????????????????? PC ????????????? dumb
  terminals ???? not smart
• ??? single-user PC ???????????????????????????? ?
  
• ??? single-user PC ?????????? PC ???? ???????? ?
  ?????????????????????
• ??? Workgroup PC ??????????????????????l P2P
  network ????????? ?
• ?????????????????????????? PC ???????????????????
  LAN ?????????????????????? Wi-FI.
• ??????????????? IT at Work 13.5 Institute of
  Technology Turns Its Focus on the Customer page
  539

93

• ????????? IT ?????????????????????????????????????
  ??????????????????
• Planning for Interorganizational Systems (IOS)
  ?????????????? ? ?????????????????????????????????
  ??????????????????????? ????????????
  ???????????????????
• IT Planning for Multinational Corporations
  ???????????????????????? legal, political, ???
  social environment, ??????????? ?
  ??????????????????????????????????????????????????
  ???????????? ?????????????? local systems.
• Other Problems for IT Planning
• Cost, ROI justification
• Time-consuming process
• Obsolete methodologies
• Lack of qualified personnel
• Poor communication flow
• Minimal top management support

94
Global Competition

• ???? ? ???????????????????? global environment.
  ?????????????????????????????????????????????????
  ? ?????? ???? ?????????????????????? ??????????
  ????????????????????????????? ??????
  ?????????????? ???????????????????????????????????
  ?????? ????????????????????????????????????????
• Global dimensions ??????????????????? globalize
  ??????
• Product
• Markets Placement
• Promotion
• Where value is added to the product
• Competitive strategy
• Use of non-home-country personnel - labor
• Multidomestic Strategy Zero standardization
  along the global dimensions.
• Global Strategy Complete standardization along
  the seven global dimensions.

95
E-Planning

• ?????????????????????? Web-based systems
  ????????????????????????? IT strategic planning.
  ?????????????????? ? ??????????????????????????
  IT planning ???????? E-planning ?????????????????
  EC infrastructure ????????????????????????????????
  ?????????????
• E-planning ??????????????????????????????????
  ???????????????????????????
• ?? e-planning ??????????????
• applications portfolio
• risk analysis, the degree of risk in Web-based
  systems can be high
• strategic planning issues such as the use of
  metrics (industry standards)
• strategic planning must integrate, e-business and
  knowledge management
• The Web environment is very turbulent
• ??????????????? IT at Work 13.6 Market Research
  Company Benefits from Internet-Based Technology
  ???? 541

96
Application portfolio analysis for a toy
distributor
97
13.7 Managing the IS Department

• CIO ?????????????????????????????????????
• ???????????????????????? CEO (Chief Executive
  Officer)
• ????????????????????????????????????????
• ????? Web-based ???????? CIO ??????????????? 3
  ????????????????
• 1) Technology and its management are changing
• 2) Executives attitudes are changing
• 3) Interactions with vendors are increasing
• ??????????????????????????????????????????????????
  ?? CIO ?????????? 8 ?????????? ???

98
CIO ????? Web-based

• 1) CIO ?????????????????????????????????????????
• 2) ???????????????? Web-based ???? ??????????
  Business change ??????? technology change
• 3) ?????????????????????? IT (??????? Web
  infrastructure) ??????????????????????????????
  (?????????????????????????? ?)
• 4) ???????? Business Visionary ???????????????????
  ???????????? ????? business models ???? ? ?? Web
  ??????????????????????????? ? ?????? Internet,
  Intranet ??? extranet
• 5) ????????????????????????????????
  ?????????????????????????? ???????
• 6) ???????????????????????????????????????? ?
• 7) ???????????????????????????????????????????????
  ?????????? ? CIO ?????????????
• 8) ????????????????????????????????????????? ?

99
The IS Department and End users
??????????????? IT at Work 13.7 Minesotas
Department of Transportation Violates Procedures
100

• ???????????? IS Department ????????????????? End
  user
• 1) Let them sink or swim (?????????????)
• 2) Use the stick (????????????????????????????????
  ????????? end user computing ??????????????
  ?????????????????)
• 3) Use the carrot (???????????????????????????????
  ???????????????????????????? ?????????????????????
  ???????)
• 4) Offer support (?????????????????????????????
  end user ???????????????? computing ??????)

101
Fostering the IS Department/End-user Relationship

• IS Department ??? ????????????????????? (Service
  Organization) ???????????????? IT Infrastructure
  ???????????????????? enterprise ??? end-user
  application ??????? ???????????????????? IS Dept.
  ??? end-user ???????????????????
• ?????????????????????? IS Dept.
  ????????????????????????? ????????????????????????
  ????????????? ???????????? ???????????????????????
  ?????????????? IT
• ??????? ?????????????????????????????? IS Dept.
  (??????????????????) ????????? (??????????????????
  ) ???????????????????????????????????? IT ???????
  (??????????????? ??????) ?????????????????????????
  ??
• 1) Service-level Agreement
• 2) The information center

102
Service-level Agreement

• Service-level Agreement (SLA) ???
  ??????????????????????????????????????????????????
  ????????????? End-user ??? IS Dept.
  ??????????????? ??????????????????????????????????
  ??????? IS Dept.
• ????????????????? SLA ????????
• 1) ??????????????????????
• 2) ???????????????????? (?????????????????????)???
  ????????????????
• 3) ???????????????????????????????????????? ?
  ????????????? ??????????????????????????????????
• 4) ??????????????????????? ? ????????
• 5) ???????? SLA Owner

103

• 6) ???????????????????? SLA
• 7) ????????????????????
• 8) ???? SLA ?????????????
• 9) ????????????????????

104
The Information Center

• ????????????? information center (IC) (??????????
  users service center, technical support center
  ???? IS help center) ???????? IBM Canada ????
  1970 ?????????????????????????????????????????????
  ???????????????????????? ? ??????
  ??????????????????????????????????
  ????????????????????????????????????????????????
  ??????????????????????????????????????????
• ???????? IC ??????????????????????????????????????
  ????????????????????????? ???????????????????? ?
  ??????????????????????????????????????????????????
  ?

105
Managerial Issues

• Sustaining competitive advantage.
• ??????????????? ? ?????????? ??????????????
  ???????????????????????????????
  ??????????????????????????????????????????????????
  ?????? ???????????????????????
• Importance.
• ???????? IT ??????????????????????????????????????
  ??????? ??????????????????????????????????????????
  ??????????????????????? IS management
  ?????????????????????????? IT ???????????????? 1)
  strategic planning 2) information requirements
  analysis 3) resource allocation ??? 4) project
  planning ?????????

106
Managerial Issues

• Organizing for planning.
• ???? ? ??????????????????????????????? ????
• ??????????????? IS Department?
• How should IT be organized? Staffed? Funded? How
  should human resources issues, such as training,
  benefits, and career paths for IS personnel, be
  handled?
• ????????????????????????????????
• The competition? The economy? Governmental
  regulations? Emerging technologies?
• ??????? strategic direction ??? host
  organization?
• What are its key objectives?
• Are they agreed upon and clearly stated?

107
Managerial Issues

• Finally, with these strategies and objectives and
  the larger environment what strategies and
  objectives should IS pursue?
• What policies should it establish?
• What type of information architecture should the
  organization have centralized or not
  centralized?
• How should investments in IT be justified?
• The answer to each of these questions must be
  tailored to the particular circumstances of the
  ISD and the larger organization of which it is a
  part.

108
Managerial Issues

• Fitting the IT architecture to the organization.
• ???????????????????????????? IT architecture
  ???????????????????????????? ?????????????
  ???????????? ???????????? IT ?????????????????????
  ????????????????
• IT architecture planning.
• ??????????????? IT ?????????????????????????????
  IT ???????????????????????? ??????????????????????
  ??????????????????????????????????????????????????
  ?????????????????????????????????? IT
  ????????????? (???????????????????????????????????
  ??????????????????????????) ???
  ???????????????????????????? (????????????????????
  ?????????????????? ? ?????????????????)
  ?????????? ? ?????????????????????????????????????
  ?????????????????????????????????????????? IT
  ?????????????????????????? ???????????? ???
  secondary infrastructure issues

109
Managerial Issues

• IT policy
• IT architectures ??????????????????? corporate
  guidelines ???? ???????????????? ?
  ???????????????????????? ?????????????????????????
  ???????????????? IT ????????? ????????????????????
  ?????? ?????????????????? cost-benefit ??? IT
  architectural goals
• ?????????? ? ????????????????????????????????????
  IT

110
Managerial Issues

• Ethical and legal issues.
• ??????????????????????????????????????????????????
  ??????????????????????????????????????????????????
  ??????????????
• ??????????????????????????????????????????????????
  ????? ???????????????????????????? IT ????
  ???????????????????????????????????????????
  ?????????????????????????????????????????
  ???????????? ????? Supply chain ?????
  ???????????????? ?????????????????????????????????
  ????????????????????
• ??????????????????????????????????????????????????
  ????????????????????????????????????????????
  ?????????? ???????????????????????????????????????
  ???????????????????????????

111
Managerial Issues

• IT strategy.
• ??????????? IT ??????????????????????????????????
  
• (1) ?????????????????? ????????????????????
  ??????????????????????????????????
  ??????????????????? ?????????????????
  ??????????????????? ????????????????????????
• (2) ?????????? ????????????????????????????????
  ????????????????????????????????? ?????????????
• (3) ???????????? ??????????????? ?
  ??????????????????????????? ???????????????
  ??????????????????????????????????????????????????

112
??????????? 13

• ???????????????.