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MBA Textbook: Information Systems A Manager's Guide to Harnessing Technology 7th Edition
Published by:
FlatWorld
© 2019 Boston Academic Publishing, Inc., d.b.a FlatWorld. All rights reserved.
Preface
Setting the Stage: Technology and the Modern Enterprise
1.1 Tech’s Tectonic Shift: Radically Changing Business Landscapes
1.2 It’s Your Revolution
1.3 Geek Up—Tech Is Everywhere and You’ll Need It to Thrive
Finance
Accounting
Marketing
Operations
Human Resources
The Law
Information Systems Careers
Your Future
1.4 The Pages Ahead
1.5 Endnotes
Strategy and Technology: Concepts and Frameworks for Achieving
Success
2.1 Introduction
The Danger of Relying on Technology
Different Is Good: FreshDirect Redefines the Grocery Landscape in New York City and
Beyond
But What Kinds of Differences?
2.2 Powerful Resources
Imitation-Resistant Value Chains
Brand
Scale
Switching Costs and Data
Differentiation
Network Effects
Distribution Channels
What about Patents?
2.3 Barriers to Entry, Technology, and Timing
2.4 Key Framework: The Five Forces of Industry Competitive Advantage
2.5 Endnotes
Zara: Fast Fashion from Savvy Systems
3.1 Introduction
Why Study Zara?
Gap: An Icon in Crisis
3.2 Don’t Guess, Gather Data—Make Small Batches of What Customers Want
& Ship It Fast!
Design
Manufacturing and Logistics
Stores
3.3 Moving Forward
3.4 Endnotes
Netflix in Two Acts: Sustaining Leadership in an Epic Shift from Atoms to
Bits
4.1 Introduction
Why Study Netflix?
4.2 Act I: David Becomes Goliath: Crafting Killer Assets for DVD-by-Mail
Dominance
Brand Strength from Best-in-Class Customer Experience
Scale from the Distribution Network
Scale from Selection: The Long Tail
The Big Customer Base—Delivering True Economies of Scale
Leveraging the Data Asset: Collaborative Filtering and Beyond
Winning Act I
4.3 Act II: Netflix and the Shift from Mailing Atoms to Streaming Bits
Content Acquisition: Escalating Costs, Limited Availability, and the “Long-Enough Tail”
Exclusives and Original Content
Streaming and the Data Asset
Streaming Changes Viewing Habits and Frees Creative Constraints
Customer Experience, Complexity, Pricing, and Brand Strength
Streaming and Scale Advantages
The March to Global Dominance
It’s a Multiscreen World: Getting to Netflix Everywhere
A Crowded Field of Rivals and Other Challenges
No Turning Back
4.4 Endnotes
Moore's Law and More: Fast, Cheap Computing, and What This Means
for the Manager
5.1 Introduction
Some Definitions
Get Out Your Crystal Ball
5.2 The Death of Moore’s Law?
Buying Time
5.3 The Power of Parallel: Supercomputing, Grids, Clusters, and Putting
Smarts in the Cloud
5.4 e-waste: The Dark Side of Moore’s Law
5.5 Mickey’s Wearable: Disney’s Magic Band
Experience Examples
Big Data and Big Benefits
Magical Experiences Cost Serious Coin
Magical Experiences can Require Magical Coordination
Look to the Future
5.6 Endnotes
Disruptive Technologies: Understanding Giant Killers and Tactics to Avoid
Extinction
6.1 Introduction
The Characteristics of Disruptive Technologies
Why Big Firms Fail
Don’t Fly Blind: Improve Your Radar
Potential Disruptor Spotted: Now What?
6.2 From Bitcoin to Blockchain and Beyond: A Disruptive Innovation for Money
and More?
How It Works
Benefits
Examples of Blockchains in Action
Concerns
What Do You Think?
6.3 Endnotes
Amazon: An Empire Stretching from Cardboard Box to Kindle to Cloud
7.1 Introduction
Why Study Amazon?
7.2 The Emperor of e-Commerce
Fulfillment Operations—Driving Selection, Customer Convenience, and Low Price
Amazon’s Cash Conversion Cycle—Realizing Financial Benefits from Speed
Internet Economics, Scale, and Pricing Power
The Advantage of Being Big: Realizing Scale Advantages as the Retail e-Commerce
Leader
Customer Obsession
Leveraging the Data Asset—A/B Testing, Personalization, and Even an Ad Business
Selection and Network Effects
Acquisitions and Category Expansion: Fewer Rivals, More Markets, and More
Customer Choice
7.3 The Lord of Logistics
Building a Delivery and Logistics Business Inside the Business
7.4 Beyond Clicks: More Bricks
Amazon as Your Campus Bookstore
Bezos’s “Brick-based” Bookstores
More “Green” from Groceries?
Hello Machine Learning, Goodbye Checkout Line
7.5 Amazon's Disruptive Consumer Hardware Businesses: Kindle, Fire, Alexa,
and More
The Kindle Line: Igniting Possibilities on e-Book and Tablet
Amazon for Your TV
Echo, Alexa, and the Breakout Success of Amazon’s Voice Interface and AIpowered
Assistant
Ordering At Your Fingertips: Courtesy of the Internet of Things
Amazon Gets into Content Publishing
Channel Conflict and Consolidated Power
7.6 Amazon and the Cloud: From Personal Storage to AWS
7.7 Endnotes
Platforms, Network Effects, and Competing in a Winner-Take-All World
8.1 Introduction
8.2 Platforms Are Powerful, But Where Does All That Value Come From?
Exchange
Staying Power
Complementary Benefits
8.3 One-Sided or Two-Sided Markets?
Understanding Network Structure
8.4 How Are These Markets Different?
8.5 Competing When Network Effects Matter
Move Early
Subsidize Adoption
Leverage Viral Promotion
Expand by Redefining the Market
Alliances and Partnerships
Leverage Distribution Channels
Seed the Market
Encourage the Development of Complementary Goods
Leverage Backward Compatibility
Rivals: Be Compatible with the Leading Network
Incumbents: Close Off Rival Access and Constantly Innovate
Large, Well-Known Followers: Preannouncements
8.6 Endnotes
Social Media, Peer Production, and Leveraging the Crowd
9.1 Introduction
9.2 Blogs
9.3 Wikis
9.4 Social Networks
Corporate Use of Social Networks
9.5 Twitter and the Rise of Microblogging
Organic Reach and Advertising
Twitter and Platform Challenges
Tackling Trolls and Battling Bots
Challenges: So How Big Is This Thing Gonna Be?
9.6 Prediction Markets and the Wisdom of Crowds
Blockchain for Better and Unrestricted Prediction Markets
9.7 Crowdsourcing
9.8 Get SMART: The Social Media Awareness and Response Team
Creating the Team
Responsibilities and Policy Setting
Monitoring
Establishing a Presence
Engage and Respond
9.9 Endnotes
The Sharing Economy, Collaborative Consumption, and Efficient Markets
through Tech
10.1 Introduction
10.2 Boom Times and Looming Challenges in the Sharing Economy
Share On! Factors Fueling the Rise of Collaborative Consumption
Winning in Electronic Markets
Social Media for Virality and Trust Strengthening
Share Everything? The Myth of the Market for Your Neighbor’s Power Drill
Can You Share Nice? Challenges of Safety and Regulation
10.3 Future Outlook: Established Players Get Collaborative
10.4 Airbnb—Hey Stranger, Why Don’t You Stay at My Place?
At Airbnb, Big Data is a Big Deal
A Phenomenal Start, but Not Without Challenges
10.5 Uber's Wild Ride: Sharing Economy Success, and Lessons From a Fallen
Founder
Driven by Data
APIs to Expand Reach
How Big Can This Thing Get?
10.6 Endnotes
Facebook: Platforms, Privacy, and Big Business from the Social Graph
11.1 Introduction
The Rise of Facebook and Growing Concerns
Why Study Facebook?
11.2 Lengthening Leaders, Quick Catch-Ups, and the Challenging Rise of
Mobile
The Social Graph and Why Facebook’s Is So Strong
Facebook Feed: Viral Sharing Accelerated
Facebook’s Dominance on the Desktop
Facebook Takes on Search
Why Mobile Is Different and in Some Ways Better than the Desktop
Snapping Snapchat’s Lead with Stories
Big Bets: Bringing Potential Rivals and Platform Powerhouses into the Facebook
Family
11.3 Lessons from Platform Facebook: Big Growth, Bad Partners, APIs and a
Mobile Melee
Mobile Is Tougher, But Global Players Have Big Mobile Platforms
Messenger: A Pillar Business Building Facebook’s Future
APIs, Playing Well with Others, and Value Added: The Success and Impact of Open
Graph
Strategic Concerns for Platform Builders: Asset Strength, Free Riders, and Security
11.4 Advertising and Social Networks: A Challenging Landscape but a Big
Payoff
Content Adjacency Challenges: Do You Really Want Your Brand Next to That?
Attention Challenges: The Hunt versus the Hike
Facebook Ads: Despite Post-IPO Concerns, a Massive Potential Upside is Realized
Precise Targeting
Mobile Revenue on the Upswing
Ads in Feeds: Better Performance Even as Fewer Ads are Shown
Beyond “Right Margin” Display Ads: Big, New Winners Emerge
11.5 Move Fast and Breaks Things: Fumbles, Fake News, and Global Growth
Challenges
Beacon Busted—Management Lessons on Tech Planning and Deployment
Faked Out by Fake News
Challenges of Going Global: Low ARPUs, Legitimate Rivals, and Unreachable Users
The Admirable Goals and Unintended Consequences of Internet.org
11.6 Endnotes
Rent the Runway: Entrepreneurs Expanding an Industry by Blending Tech
with Fashion
12.1 Introduction
Rental and Subscription: Here’s How it Works
Rental and Subscription: Here’s How it Works
A Fashion Company with a Technology Soul
12.2 Founding the Business: Are We On To Something?
Customers Like It—But What About Suppliers? Growing the Customer Base and
Creating a Win-Win
Customer Evolution
12.3 Customer Engagement (Mobile, Social, and Physical Storefronts)
Mobile
Social
Physical Retail—When Brick and Mortar Has a Role in an Online Business
12.4 Data
12.5 Operations and Logistics
Fulfillment as a Service
12.6 Subscription: Bigger than Rental
12.7 Conclusion
12.8 Endnotes
Understanding Software: A Primer for Managers
13.1 Introduction
What Is Software?
13.2 Operating Systems
13.3 Application Software: Apps, Desktop Products, and Enterprise Systems
And That’s Just the Start
13.4 Distributed Computing, Web Services, and APIs: The Platform Builders
Formats to Facilitate Sharing Data
13.5 Writing Software
13.6 Software Development Methodologies: From Waning Waterfall to
Ascending Agile, plus a Sprint through Scrum
A Brief Introduction to Popular Approaches to Developing Software
13.7 Beyond the Price Tag: Total Cost of Ownership and the Cost of Tech
Failure
Why Do Technology Projects Fail?
13.8 Endnotes
Software in Flux: Open Source, Cloud, Virtualized, and App-Driven Shifts
14.1 Introduction
14.2 Open Source
14.3 Why Open Source?
14.4 Examples of Open Source Software
14.5 Why Give It Away? The Business of Open Source
14.6 Defining Cloud Computing
14.7 Software in the Cloud: Why Buy When You Can Rent?
The Benefits of SaaS
14.8 SaaS: Not without Risks
14.9 Understanding Cloud Computing Models: PaaS, IaaS, and Motivations and
Risks
Challenges Remain
14.10 Clouds and Tech Industry Impact
14.11 Virtualization: Software That Makes One Computer Act Like Many
14.12 Apps and App Stores: Further Disrupting the Software Industry on
Smartphones, Tablets, and Beyond
14.13 Make, Buy, or Rent
14.14 Endnotes
Data and Competitive Advantage: Databases, Analytics, AI and Machine
Learning
15.1 Introduction
15.2 Data, Information, and Knowledge
Understanding How Data Is Organized: Key Terms and Technologies
15.3 Where Does Data Come From?
Transaction Processing Systems
Enterprise Software (CRM, SCM, and ERP)
Surveys
External Sources
15.4 Data Rich, Information Poor
Incompatible Systems
Operational Data Can’t Always Be Queried
15.5 Data Warehouses, Data Marts, and Technology behind “Big Data”
Hadoop: Big Insights from Unstructured “Big Data”
15.6 The Business Intelligence Toolkit
Query and Reporting Tools
Data Mining
15.7 Artificial Intelligence, Big Data and Machine Learning: It’s Now Everywhere!
Understanding Popular Types of AI
Examples of AI in Action
It’s Not as Easy as the Press Might State: Technical, Organizational, Legal, and
Societal Challenges of AI and Machine Learning
15.8 Data Asset in Action: Technology and the Rise of Walmart
A Data-Driven Value Chain
Data Mining Prowess
Sharing Data, Keeping Secrets
Betting Big on e-Commerce: Acquiring Jet.com, Bonobos, Flipkart and More
Challenges Abound
15.9 Endnotes
A Manager’s Guide to the Internet and Telecommunications
16.1 Introduction
16.2 Internet 101: Understanding How the Internet Works
The URL: “What Are You Looking For?”
IP Addresses and the Domain Name System: “Where Is It? And How Do We Get
There?”
16.3 Getting Where You’re Going
TCP/IP: The Internet’s Secret Sauce
16.4 Last Mile: Faster Speed, Broader Access
Cable Broadband
DSL: Phone Company Copper
Fiber: A Light-Filled Glass Pipe to Your Doorstep
Wireless
Satellite Wireless and Schemes to Reach the Remote
Wi-Fi and Other Hotspots
Net Neutrality: What’s Fair?
Summing Up
16.5 Endnotes
Information Security: Barbarians at the Gateway (and Just About
Everywhere Else)
17.1 Introduction
Got a Bank Account or Credit Card? You’ve Been Hacked!
A Look at the Target Hack
17.2 Why Is This Happening? Who Is Doing It? And What’s Their Motivation?
17.3 Where Are Vulnerabilities? Understanding the Weaknesses
User and Administrator Threats
Technology Threats (Client and Server Software, Hardware, and Networking)
Push-Button Hacking
17.4 Taking Action
Taking Action as a User
Taking Action as an Organization
17.5 Endnotes
Google in Three Parts: Search, Online Advertising, and an Alphabet of
Opportunity
18.1 Introduction
Why Study Google?
18.2 Understanding Search
18.3 Understanding the Increase in Online Ad Spending
18.4 Search Advertising
How Much Do Advertisers Pay per Click?
IP Addresses and Geotargeting
18.5 Ad Networks: Distribution Beyond Search
Ad Networks and Competitive Advantage
18.6 More Ad Formats and Payment Schemes
18.7 Customer Profiling and Behavioral Targeting
18.8 Profiling and Privacy
18.9 Search Engines, Ad Networks, and Fraud
Busting the Bad Guys
18.10 The Battle Unfolds
Strategic Issues
More Ads, More Places, More Formats
YouTube
Google Pay
Google and Social
Apps, Cloud, and the Post-Hard-Drive World
18.11 Endnotes
Index
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