Information Technology for Management Improving Performance in the Digital Economy

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Chapter 1

Turban and Volonino

IT Supports Organizational Performance in Turbulent Business Environments Information Technology for Management Improving Performance in the Digital Economy 7th edition John Wiley & Sons, Inc. Slides contributed by Dr. Sandra Reid Chair, Graduate School of Business & Professor, Technology Dallas Baptist University

Copyright 2010 John Wiley & Sons, Inc.

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Chapter Outline
• 1.1 Doing Business in the Digital Economy • 1.2 Information Systems and Information Technology (IT) • 1.3 Business Performance Management, Business Pressures, Organization Responses, and IT Support • 1.4 Strategy for Competitive Advantage and IT Support • 1.5 Social Computing and Networking

Copyright 2010 John Wiley & Sons, Inc.

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Chapter Outline cont’d • 1.6 Why Should You Learn About Information Technology? • 1.7 Plan of the Book • 1.8 Managerial Issues

Copyright 2010 John Wiley & Sons, Inc.

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Learning Objectives
1. Describe characteristics of the digital economy and digital enterprises. 2. Define information systems, computer-based information systems and information technology. 3. Explain the relationships between performance, environmental pressures, organizational responses, and information technology. 4. Identify major pressures in the business environment and describe major organizational responses to them. 5. Describe adaptive enterprises and why they are ITdependent. Copyright 2010 John Wiley & Sons, Inc. 1-4

Learning Objectives cont’d
6. Explain the function and impacts of social computing and social-networking. 7. Understand the importance of learning about information technology.

Copyright 2010 John Wiley & Sons, Inc.

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Figure IT 7eU The Business Performance Management Cycle and IT Model

Copyright 2010 John Wiley & Sons, Inc.

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Toyota Scion’s Innovative Advertising Strategies • The Problem: Increasingly competitive global marketplace for the automotive industry. Toyota with introduction of Scion goes directly up against General Motors and the Malibu for the position of #1 car manufacturer. Gen Y target market Wide target market

GM

Vs.
Copyright 2010 John Wiley & Sons, Inc.

Toyota
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Toyota Scion’s Innovative Advertising Strategies (continued) • Toyota known for its manufacturing innovations. • Aggressive web-presence strategy. • Generation Y population, those born 19801994, expected to be a bigger consumer base than the Baby Boomers and the target market of the Scion. • PBS Documentary Looks at 'Generation Next‘ Copyright 2010 John Wiley & Sons, Inc. 1-8

Toyota Scion’s Innovative Advertising Strategies (continued) • The Solution: Segmented advertising major media-based strategy. Search engine marketing products – see demo example by clicking this image:

• Toyota uses Scion Campaign Has PersonalityDriven Ads to reach future customers at a very young age according to Copyright 2010 John Wiley & Sons, Inc. 1-9

Toyota Scion’s Innovative Advertising Strategies (continued) • In August 2007, Scion launched Club Scion to create a virtual reality world site of dance floors, music, & hot tubs for enthusiasts. • Additional virtual world presence by Scion to attract the maturing Gen Y consumer including: - Secondlife.com - Whyville.com - Gaia.com - There.com Copyright 2010 John Wiley & Sons, Inc. 1-10

Toyota Scion’s Innovative Advertising Strategies (continued) • Toyota Uses Chat to Promote Scion – smart strategy to tap into the social networks of 18 to 24 year old audience. • Various providers of live chat software exist such as:

Copyright 2010 John Wiley & Sons, Inc.

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Toyota Scion’s Innovative Advertising Strategies (continued)

For the 2008 xB SUV, Scion created a special Web site, want2bsquare.com Copyright 2010 John Wiley & Sons, Inc. 1-12

Toyota Scion’s Innovative Advertising Strategies (continued) • Toyota targets children as a means to influence their parents. • Scion is creating its own...
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