1. Management
Information
Systems:
Solving Business
Problems with
Information Technology
Part Four:
Organizing Businesses
and Systems
Chapter Thirteen:
Organizing MIS Resources
Prof. Gerald V. Post
Prof. David L. Anderson

3. Organizing MIS Resources: Strategy and Tactics
1. Market Definition and Segmentation
2. Customer Supply Chain and Channels
3. Increasing the Number of Contact Points
4. Barriers to Entry and Exit
5. Role of the Portal
6. Danger of the "Downward Price Spiral"
7. Process: Content/Context/Interaction/Channel
Masters/Management Complexities
8. Seller-controlled, buyer-controlled, and
dynamic supply and demand models
9. Market place of one
10. Web Portal/Forward/Reverse
Auctions/Exchanges
Yahoo/E-Bay/Priceline/CDNow
11. Value-Added Communities
Globalization
Industry-Focused or Vertical
Cross-Industry or Horizontal
Organizing MIS Resources: Strategy and Tactics

4. Implementation Strategies II
Balanced Scorecard
Implementation Strategies II
Implementation Strategies I
Business
to Business
Marketing
Internet
Marketing
Web
Design
Business
Intelligence
Infrastructure
e-Business Strategy

5. The Four Phases of Implementing MIS Resources
One:
Selling
the Vision
Two:
Building
the Company
Three:
Advertising
the Business
Four:
Implementing
the Business
Five:
Moving into the Future

6. Technological Change Drivers
Point of
Purchase
Displays
Optical
Character
Readers
Telecommunications
Devices
Networking
Telecommunications
Scanning
Devices

9. Organizational Factors can be Measured More Accurately
o Cost, Revenue, Profit, Investment Center
o Strategic Business Unit
o Critical Success Factors
o Core Competencies

10. MIS Trends More Pronounced
o Standardization
o Leverage
o Mass Customization
o Franchise
o Methodology
o Modularization
o Liquid vs. Fixed Assets
o Client/Server
o Knowledge, Information,
or Expertise Driven

11. Reasoning General Cases Inductive Specific Rules Deductive
Transference
Reasoning

12. Customer Value Chain CLIENT What is Produced/ Provided To Me (inputs)
What I Do (process)
What I Produce (Outputs)
Who I Produce It For (Customers)
Computer Hardware and Software Local Area Network Installations
Implement Technology to Accomplish Strategic Goals
Working Models
Practice Area
Information

13. Customer Value Chain Margin Firm Infrastructure
Human Resource Management
Technology Development
Procurement
Inbound Logistics
Operations
Outbound Logistics
Marketing
& Sales
Marketing Management
Advertising
Sales
Force Admin.
Sales Force Oper.
Promotion
Service
Technical Literature
Customer Value Chain

14. Customer Value Chain

15. Distribution Chain Florist Customer Grower Wholesaler Jobber $24.00
$8.00
Wholesaler
$12.00
Florist
$24.00
Customer
$60.00
$54.00
Distribution Chain

16. Rivalry Among Existing Firms
Potential Entrants
Suppliers
Industry Competitors
Rivalry Among Existing Firms
Buyers
Substitutes
Bargaining power of suppliers
Threat of new entrants
Bargaining power of buyers
Threat of substitute products or services
Five Forces Model

17. Competitive Strategy of Differentiation
Competitive Advantage
Competitive Scope
Broad Target
Narrow Target
Lower Cost
Differentiation
1. Cost Leadership
2. Differentiation
3A. Focus on Cost
3B. Focus on Differentiation

18. Product-Process Change Matrix
Dynamic
Stable
Mass Customization
Invention
Mass Production
Continuous Improvement
Product-Process Change Matrix

19. Integrate Silos

20. Internet Development Continuum
“Brochurized” web site
Basic product/ plan information
Limited interactivity
No web site stickiness
Publish
Physician and facility locators, services information
Searchable and customized health content
How-to-contact us communications
Very early community building
Interact
Transact
Member-focused portal: loyalty building
Prevention and health assessment tools
Community building
Web site stickiness
Business process
Automation: procurement, integrated directory
Integrate
EDI to iCommerce Transition
Self-service functionality
Automated vendor supply chain management
Call center replaced with contact center
Transform
Mass customization
Integrated Disease Management
Empowered consumers and self-directed care
Frictionless integration with providers, pharma & suppliers
S T A G E S
Value Curve
Laggards
Majority
Leaders
Internet Development Continuum

21. Front Office
Sell Side
Back Office
Buy Side

22. Business vs. IT Strategy

28. Integrative Architecture

29. Integrative Architecture

30. Integrate EC Front and Legacy Back End

33. Presentation Options

34. Presentation on Legacy Database
Denormalized
DB2
Tables
Messaging
Account
Maintenance
Member
INQ-SUB
INQ-MEMB
INQ-SUB-MB
INQ-SUB-CAT
Network
MEMBER’S
INQUIRY
(Summary Window)
PowerBuilder Client
Current
Membership
Provider
History
Extract
Claims
Internet
DB2 Tables
(29)
Table
Internet Screen
CICS Screen
Presentation on Legacy Database

35. _____________________
Balanced Scorecard
____________________________ ____________________________
____________________________
________________________________________________________________________________________________________________
e-Business Strategy
____________________________ ____________________________
____________________________
________________________________________________________________________________________________________________
Web Design
_____________________ _____________________
_____________________
__________________________________________________________________________________________________________________________________
Business to Business
Marketing
_____________________
__________________________________________________________________________________________________________________________________
ORGANIZATION STRATEGY
____________________________
____________________________ ____________________________
Business Intelligence
_____________________ _____________________
_____________________
_______________________________________________________________________________________________________________________________
Internet Marketing
_____________________ _____________________
_____________________
_______________________________________________________________________________________________________________________________
Implementation Strategies I
__________________________ __________________________
__________________________
________________________________________________________________________________________________________________
Implementation Strategies II
___________________________ ___________________________
___________________________
________________________________________________________________________________________________________________

36. Implementation Strategies II
Balanced Scorecard
Implementation Strategies II
Implementation Strategies I
Business
to Business
Marketing
Internet
Marketing
Web
Design
Business
Intelligence
Infrastructure
e-Business Strategy

37. References Business Models: Technology Models: Michael Porter
James McKinney
Warren McFarlan
James Cash
Technology Models:
Gartner Group
MetaGroup
Forrester Group