Continental Airline Casestudy

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Read the Case Study, Continental Airlines: Flying High with Its Data Warehouse, at the end of Ch. 4 in the text.

Write a 350- to 700-word paper as a Microsoft Word document, describing Continental’s strategy. Why have other airlines not adopted a program similar to Continental’s? How can IT be used to improve customer service and satisfaction? Describe the Data Warehouse components Continental is using according to section 4.4 in the text. Describe the relationship amongst data, information, and knowledge, and how Continental addresses each.

Format your paper consistent with APA guidelines

4.4 Data Warehousing
Today, the most successful companies are those that can respond quickly and flexibly to market changes and opportunities. A key to this response is the effective and efficient use of data and information by analysts and managers, as shown in the Continental Airlines case at the end of the chapter. The problem is providing users with access to corporate data so that they can analyze it. Let’s look at an example.

116 CHAPTER 4 Data and Knowledge Management
SECTION 4.4 Data Warehousing 117
If the manager of a local bookstore wanted to know the profit margin on used books at her store, she could find out from her database, using SQL or QBE. However, if she needed to know the trend in the profit margins on used books over the last 10 years, she would have a very difficult query to construct in SQL or QBE.

The bookstore manager’s problem shows us two reasons why organizations are building data warehouses. First, the organization’s databases have the necessary information to answer her query, but it is not organized in a way that makes it easy for her to search for needed information and insight. Also, the organization’s databases are designed to process millions of transactions per day. Therefore, complicated queries might take a long time to answer and also might degrade the performance of the databases. As a result of these problems, companies are...
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