Enhancing Management Decision Making for the Digital Firm
اسلاید 1: Enhancing Management Decision Making for the Digital FirmChapter 12
اسلاید 2: ObjectivesHow can information systems help individual managers make better decisions when the problems are nonroutine and constantly changing? How can information systems help people working in a group make decisions more efficiently?
اسلاید 3: ObjectivesAre there any special systems that can facilitate decision making among senior managers? Exactly what can these systems do to help high-level management? What value can systems to support management decision making provide for the organization as a whole?
اسلاید 4: Management ChallengesBuilding information systems that can actually fulfill executive information requirements Create meaningful reporting and management decision-making processes
اسلاید 5: Decision-Support Systems (DSS)Computer system at the management level of an organizationCombines data, analytical tools, and models Supports semistructured and unstructured decision making
اسلاید 6: Decision-Support Systems (DSS)MIS Provides reports based on routine flow of dataAssists in general control of the organizationMIS and DSS
اسلاید 7: Decision-Support Systems (DSS)DSS Emphasizes change, flexibility, rapid response, models, assumptions, ad-hoc queries, and display graphicsMIS and DSS
اسلاید 8: Decision-Support Systems (DSS)Model-Driven DSSPrimarily stand-alone Uses model to perform “what-if” and other kinds of analysisTypes of Decision-Support Systems
اسلاید 9: Decision-Support Systems (DSS)Data-driven DSS: Supports decision making by allowing users to extract and analyze useful information previously buried in large databasesDatamining: Finds hidden patterns and relationships in large databases to infer rules from them and predict future behaviorTypes of Decision-Support Systems
اسلاید 10: Decision-Support Systems (DSS)Data Drive Customer Care at IntrawestHow does this customer care DSS help Intrawest make decisions?How has it provided value for the firm?Window on Organizations
اسلاید 11: Decision-Support Systems (DSS)Cargo revenue optimization of Continental AirlinesFigure 12-1
اسلاید 12: Decision-Support Systems (DSS)Associations: Occurrences linked to a single eventSequences: Events linked over timeTypes of Decision-Support Systems
اسلاید 13: Decision-Support Systems (DSS)Classification: Recognizing patterns that describe the group to which an item belongsClustering: Similar to classification when no groups have yet been defined. Discovers different groupings within dataTypes of Decision-Support Systems
اسلاید 14: Decision-Support Systems (DSS)Overview of a decision-support system (DSS)Figure 12-2
اسلاید 15: Decision-Support Systems (DSS)DSS Database: Collection of current or historical data from a number of applications or groups. Can be a small PC database or a massive data warehouseComponents of DSS
اسلاید 16: Decision-Support Systems (DSS)DSS Software System: Collection of software tools used for data analysis, such as OLAP tools, datamining tools, or a collections of mathematical and analytical modelsComponents of DSS
اسلاید 17: Decision-Support Systems (DSS)Model: Abstract representation illustrating components or relationships of a phenomenonSensitivity Analysis: Models that ask “what-if” questions repeatedly to determine the impact of changes in one or more factors on the outcomesComponents of DSS
اسلاید 18: Decision-Support Systems (DSS)Sensitivity analysisFigure 12-3
اسلاید 19: Decision-Support Systems (DSS)Examples of Decision-Support SystemsGeneral Accident Insurance: Customer buying patterns and fraud detectionBank of America: Customer profilesFrito-Lay, Inc.: Price, advertising, and promotion selectionDSS Applications and the Digital Firm
اسلاید 20: Decision-Support Systems (DSS)Examples of Decision-Support SystemsSouthern Railway: Train dispatching and routingTexas Oil and Gas Corporation: Evaluation of potential drilling sitesThe Gap: Inventory stocking and merchandisingDSS Applications and the Digital Firm
اسلاید 21: Decision-Support Systems (DSS)Examples of Decision-Support SystemsUnited Airlines: Flight scheduling, passenger demand forecastingU.S. Department of Defense: Defense contract analysisDSS Applications and the Digital Firm
اسلاید 22: Decision-Support Systems (DSS)By analyzing several years of sales data for similar items, the software estimates a “seasonal demand curve” for each item and predicts how many units would sell each week at various prices.The software uses sales history to predict how sensitive customer demand will be to price changesDSS for Pricing Decisions
اسلاید 23: Decision-Support Systems (DSS)Can help firms model inventory stocking levels, production schedules, or transportation plansCan provide firms with information on key performance indicators such as lead time, cycle time, inventory turns, or total supply chain costsDSS for Supply Chain Management
اسلاید 24: Decision-Support Systems (DSS)A DSS Makes Subaru More Parts-SavvyHow does the Servigistics system provide value for Subaru of New England?How did it change the way the company ran its business?Window on Technology
اسلاید 25: Decision-Support Systems (DSS)DSS for customer analysis and segmentationFigure 12-4
اسلاید 26: Decision-Support Systems (DSS)Predictive AnalysisUse of datamining techniques, historical data, and assumptions about future conditions to predict outcomes of eventsDSS for Customer Relationship Management
اسلاید 27: Decision-Support Systems (DSS)Data Visualization: Technology for helping users see patterns and relationships in large amounts of data by presenting the data in graphical formGeographic Information System (GIS): System with software that can analyze and display data using digitized maps to enhance planning and decision makingData Visualization and Geographic Information Systems (GIS)
اسلاید 28: Decision-Support Systems (DSS)Customer Decision-Support System (CDSS)System to support the decision-making process of an existing or potential customerWeb-Based Customer Decision-Support Systems
اسلاید 29: Group Decision-Support Systems (GDSS)Group Decision-Support System (GDSS): An interactive computer-based system to facilitate the solution to unstructured problems by a set of decision makers working together as a groupWhat is a GDSS?
اسلاید 30: Group Decision-Support Systems (GDSS)Hardware: Conference facility, electronic hardwareSoftware tools: Tools for organizing ideas, gathering information, and ranking and seeking prioritiesPeople: Participants, trained facilitator, staff supporting hardware and softwareComponents of GDSS
اسلاید 31: Group Decision-Support Systems (GDSS)Electronic questionnairesElectronic brainstorming toolsIdea organizersQuestionnaire toolsComponents of GDSS
اسلاید 32: Group Decision-Support Systems (GDSS)Tools for voting or setting prioritiesStakeholder identification and analysis toolsPolicy formation toolsGroup dictionariesComponents of GDSS
اسلاید 33: Group Decision-Support Systems (GDSS)Each attendee has a workstationWorkstations are networked and connected to the facilitator’s consoleData the attendees forward to the group are collected and saved on a file serverFacilitator projects computer images onto the projection screenOverview of a GDSS Meeting
اسلاید 34: Group Decision-Support Systems (GDSS)Group system toolsFigure 12-5
اسلاید 35: Group Decision-Support Systems (GDSS)Number of attendees can increase while productivity increasesMore collaborative atmosphereSoftware tools follow structured methods for organizing and evaluating ideas and preserving the results of meetingsHow GDSS Can Enhance Group Decision Making
اسلاید 36: Group Decision-Support Systems (GDSS)Increase the number of ideas generatedCan lead to more participative and democratic decision makingHow GDSS Can Enhance Group Decision Making
اسلاید 37: Group Decision-Support Systems (GDSS)Organizational MemoryStore learning from an organization’s history that can be used for decision making and other purposesHow GDSS Can Enhance Group Decision Making
اسلاید 38: Executive Support in the EnterpriseFocus on the information needs of senior managementCombine data from internal and external sourcesCreate a generalized computing and communications environment that can be focused and applied to a changing array of problemsExecutive Support Systems (ESS)
اسلاید 39: Executive Support in the EnterpriseMonitor organizational performanceTrack activities of competitorsSpot problemsIdentify opportunitiesForecast trendsExecutive Support Systems (ESS)
اسلاید 40: Executive Support in the EnterpriseBring together data from the entire organization Allow managers to select, access, and tailor data Enable executive and any subordinates to look at the same data in the same wayThe Role of Executive Support Systems in the Organization
اسلاید 41: Executive Support in the EnterpriseDrill DownThe ability to move from summary data to lower and lower levels of detailThe Role of Executive Support Systems in the Organization
اسلاید 42: Executive Support in the EnterpriseDeveloping ESS Ease of useFacility for environmental scanningExternal and internal sources of information to be used for environmental scanning The Role of Executive Support Systems in the Organization
اسلاید 43: Executive Support in the EnterpriseAnalyze, compare, and highlight trendsProvide greater clarity and insight into dataSpeed up decision makingBenefits of Executive Support Systems
اسلاید 44: Executive Support in the EnterpriseImprove management performance Increase management’s span of controlBetter monitoring of activitiesBenefits of Executive Support Systems
اسلاید 45: Executive Support in the EnterpriseESS for Competitive IntelligenceIdentify changing market conditionsFormulate responsesTrack implementation effortsLearn from feedbackExecutive Support Systems and the Digital Firm
اسلاید 46: Executive Support in the EnterpriseExecutive Support Systems and the Digital FirmBalanced ScorecardModel for analyzing firm performance that supplements traditional financial measures with measurements from additional business perspectives, such as customers, internal business processes, and learning and growth
اسلاید 47: Executive Support in the EnterpriseEnterprise-Wide Reporting and AnalysisStrategic performance management tools for enterprise systemsSAP: Web-enabled mySAP.com™, Management CockpitPeopleSoft: Web-enabled Enterprise Performance Management (EPM)
اسلاید 48: Executive Support in the EnterpriseEnterprise-Wide Reporting and AnalysisActivity-Based CostingModel for identifying all the company activities that cause costs to occur while producing a specific product or service so that managers can see which products or services are profitable or losing money and make changes to maximize firm profitability
اسلاید 49: Chapter 12 Case StudyHarrah’s and Mohegan Sun: A Tale of Two Casino DSSAnalyze Harrah’s and Mohegan Sun using the competitive forces and value chain models.Compare the business strategies of Harrah’s and Mohegan sun. What role do customer reward systems play in these strategies? How are they similar? How are they different?
اسلاید 50: Chapter 12 Case StudyHarrah’s and Mohegan Sun: A Tale of Two Casino DSSWhat kind of decision-support systems did Harrah’s and Mohegan Sun develop? How are they related to their business strategy?Are Harrah’s and Mohegan Sun successful? Which casino is more successful? Why? Can its competitive advantage be sustained? Why or why not?Are there any ethical problems raised by these casinos’ use of customer data? Explain your response.
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