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Tuesday, February 22, 20001 Management of Information Systems: 45-870 Mini-3 Spring 2000.

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Presentation on theme: "Tuesday, February 22, 20001 Management of Information Systems: 45-870 Mini-3 Spring 2000."— Presentation transcript:

1 Tuesday, February 22, 20001 Management of Information Systems: 45-870 Mini-3 Spring 2000

2 Tuesday, February 22, 20002 Agenda Schedule Reminders ASP and IT Exercise III Sonoco Case: IT Diagnosis and Strategic Analysis Creating and Sustaining Competitive Advantage using IT

3 Tuesday, February 22, 20003 Schedule Reminders Sonoco I/T Diagnosis Due today (as a link to your team’s web) Ford I/T Strategy Analysis No assignment due Articles and discussion questions distributed today We will discuss the article and discussion questions informally in class on 29-Feb

4 Tuesday, February 22, 20004 Schedule Reminders Guest Speakers Today, Mr. Alberto Espinosa, CEO of Mayor Maynot Deliver, Inc. to discuss: ASP and web databases Technical aspects of IT Exercise III Feb 24, Mr. Rob Trollinger, Principal, AT Kearney, to discuss: Developing an I/T Strategy

5 Tuesday, February 22, 20005 IT Exercise III: Web Business Opportunity Scenario: You (and your team) own a small, high quality restaurant in the East End (of Pittsburgh) Current focus on individual on-site diners Decline in on-site dining clientele Offer limited delivery service

6 Tuesday, February 22, 20006 IT Exercise III: Web Business Opportunity The Opportunity: Proposal from Mr. Espinosa, CEO of Mayor Maynot Deliver, Inc. New Internet Start-up company East End’s only Internet-enabled multi-restaurant ordering and delivery service Delivers high quality food (generally not fast food) from best restaurants to homes, offices, and hotels Customer Profile: higher incomes, professionals, business travelers, graduate students, etc. Also larger groups or corporate customers.

7 Tuesday, February 22, 20007 IT Exercise III: Web Business Opportunity Mayor Maynot Deliver, Inc.: provides its own delivery service (customers charged a flat 15% delivery fee) Menu items at same prices as in the restaurants Restaurants listed in company’s web directory (where customers can order online on web pages created by each restaurant) Restaurants included in company’s delivery service Restaurants must pay a monthly fee of about (3- 5%) of total sales volume ordered over the web each month

8 Tuesday, February 22, 20008 Mayor Maynot Deliver, Inc. Website Prototype web site for company at: http://softrade-11.gsia.cmu.edu/data/restaurants.html http://softrade-11.gsia.cmu.edu/data/restaurants.html Each restaurant responsible for creating and updating its menu order page and information in the company’s database Company responsible for creating and maintaining other pages on the web site

9 Tuesday, February 22, 20009 Your Assignment Evaluate this business opportunity and decide whether to accept or reject it Technical Portion: Register your restaurant name and type on the company’s web site Register up to 20 different menu items and prices for your restaurant on the company web site Create a web order page for your restaurant using FrontPage (see and follow exactly the technical instructions!) Your web page should be attractive to customers and should be functional in terms of taking orders

10 Tuesday, February 22, 200010 Your Assignment Technical Portion (cont’d): Address the following questions Strengths/weaknesses of the company’s design for the web site What functionality to add and why What technical concerns do you have and how should Mayor Maynot Deliver, Inc. address them

11 Tuesday, February 22, 200011 Your Assignment Strategic Portion Address the following questions: How could this opportunity improve competitive advantage for your restaurant What strategic challenges/threats does this opportunity represent How would your business change if you accepted this opportunity Will you accept this opportunity What would you want to modify or change in the proposal

12 Tuesday, February 22, 200012 Web Fair Assignment due at the beginning of class on Thursday, March 2, 2000 Create a web page on your team web with your answers to the technical and strategic questions. This page should have a hyperlink pointing to your restaurant order page Your team will demonstrate your restaurant order page at the “web fair” and will explain to Prof. Slaughter whether you’ve decided to accept Mayor Maynot Deliver’s proposal and why

13 Tuesday, February 22, 200013 Enabling Transaction Processing on an Intranet Static vs. Dynamic HTML Need for scripts Server-side scripting: CGI (Common Gateway Interface) Scripts (Perl, C++) Client-side scripting: Java (applets), Java Script Microsoft: VB Script

14 Tuesday, February 22, 200014 Dynamic HTML Using Active Server Pages (ASP) Alberto Espinosa MIS 45-870

15 Tuesday, February 22, 200015 Static HTML and the HTTP Protocol HTTP  designed as a doc fetching protocol: 1. User clicks on URL with HTTP protocol 2. Browser requests HTML page to web site 3. Server finds/sends HTML page to client “as is” 4. Client’s browser interprets HTML and presents page to user

16 Tuesday, February 22, 200016 Dynamic HTML Overcoming HTTP Shortcomings HTML is static: text (info) and tags (formatting) Corporate information is dynamic If info changes  HTML pages need to change How to customize displays for different users?

17 Tuesday, February 22, 200017 Dynamic HTML 2 Solutions to Static HTML 1. Client side scripting Further processing by browser after page is received 2. Server side scripting Prior processing by web server before page is sent

18 Tuesday, February 22, 200018 Client Side Scripting Useful for interactive use with user Browser needs to support the scripting language used Most popular: JavaScript, VB Script Embed scripts in HTML page HTML stuff script code ………… More HTML stuff

19 Tuesday, February 22, 200019 Server Side Scripting Useful to interact with data stored on the server (databases, images, etc.) And when centralized processing is needed Sever needs to support the scripting language Most popular: CGI  Perl (Unix) ASP  VB Script or JScript (Windows)

20 Tuesday, February 22, 200020 Server Side Scripting (cont’d) Embedded scripts in HTML page HTML code <% (marks the beginning of ASP script) ………..………. ASP script code ……………….... %> (marks the end of ASP script) More HTML code Etc.

21 Tuesday, February 22, 200021 Dynamic HTML with ASP 1. Client clicks on URL with.asp file 2. Web server notices file extension.asp Note: Only Windows NT IIS web server supports ASP 3. Server then processes.asp file 4. Server creates a new HTML file 5. Contains all original HTML stuff 6. Plus processing results from ASP code 7. Dynamically formatted as HTML 8. Server sends the new HTML file to client

22 Tuesday, February 22, 200022 Dynamic HTML with ASP Welcome to my page Here is my product list <% ‘Start ASP code Open a database connection SQL queries to database Copy results to a record set Display records one at a time Close database connection %> ‘End ASP code Thank you very much for inquiring about our products Welcome to my page Here is my product list Product Price Hammer ……... $8.50 Pliers ……….… $7.79 Screwdriver..… $4.50 Power Drill ….. $49.99 Chainsaw …… $95.95 Wrench ……….. $6.50 Thank you very much for inquiring about our products ASP code on serverHTML code sent to client Same Dynamically generated by ASP

23 Tuesday, February 22, 200023 ASP, SQL, Databases, and HTML Web Server MS IIS Web Server Client Browser Internet Explorer Netscape Navigator HTML ASP Databases HTML Request HTML doc Fetched ASP Request SQL Query Query Results Dynamic HTML Produced On-the-Fly

24 Tuesday, February 22, 200024 Server Requirements You can’t do ASP on Andrew ASP requires an MS Windows environment NT Server with Internet Information Server (IIS) NT Workstation with “Peer Web Services” (10-user connection limit) Win95/98 with Personal Web Server

25 Tuesday, February 22, 200025 Common Uses of ASP Register as a client (insert a record in database) Products & services listing (query database) Place orders (inserting records in database) Track order status (query database) Tech support (query a knowledge base) Fill out a survey (insert record(s) in database)

26 Tuesday, February 22, 200026 Very Common Feed data to an ASP script using HTML forms This is typically what the “Submit” button does HTML forms contain items data with field names Which are passed to ASP scripts for processing Often used to embed an SQL command To query a database (product list, etc.) Or to insert records in a database (orders, etc.)

27 Tuesday, February 22, 200027 Example--ASP on Server (Query) <% Set conn = Server.CreateObject("ADODB.Connection") conn.open "orders " Set rs_customers = Conn.Execute("SELECT clientID, clientName,_ shipAddress, telephone FROM clients") %> Alberto's Music Instruments, Inc. Customer List ClientID Client Name Shipping Address Telephone <% rs_customers.MoveNext loop Conn.Close %>

28 Tuesday, February 22, 200028 Example--Response to Browser Alberto's Music Instruments, Inc. Customer List ClientID Client Name Shipping Address Telephone josee Alberto Espinosa Schenley Park, GSIA Building, #20 412-268-3681 sandy Sandra Slaughter 5000 Forbes Avenue, Pittsburgh PA 15213 412-268-3681 etc.

29 Tuesday, February 22, 200029 Example--ASP on Server (Data Input) Customer Registration <FORM ACTION= "http://softrade-11.gsia.cmu.edu/data/customerSubmit.asp" METHOD="POST" ENCTYPE="x-www-form-urlencoded"> Please enter a customer ID (4 to 16 characters) Please enter your name etc.

30 Tuesday, February 22, 200030 Example--ASP on Server (Data Input) <% Set conn = Server.CreateObject("ADODB.Connection") conn.open "orders” customerId = Request.Form("customerId") custName = Request.Form("custName") …. etc. Set rs = Conn.Execute("INSERT INTO Clients (ClientID, CustName, _ etc. VALUES ('" & customerID & "', '" & customerName & "', _ '" & shippingAddress & "', '" & phone & "') ") Conn.Close %> Your Customer Registration has been processed! Thank you very much Back to main page

31 Tuesday, February 22, 200031

32 Tuesday, February 22, 200032 IT Exercise III A restaurant food delivery service company Participant restaurants subscribe to service Company developed a web site using ASP to let: 1. Restaurants subscribe and enter menu items 2. Customers place orders Web server runs on Windows NT with IIS Participant restaurants need to produce their HTML pages with order forms Which don’t need to run on IIS (nor ASP) But need to feed data to existing ASP scripts

33 Tuesday, February 22, 200033 Technical Process for IT Exercise III Web Server (IIS) Web Server (IIS) MS Access Restaurant Database HTML, ASP Internet Explorer, FrontPage Internet Explorer, FrontPage Internet Explorer, FrontPage Internet Explorer, FrontPage Internet Explorer, FrontPage Andrew Server Andrew Server 3. Upload Team Menu Order Page 1. Register Restaurant Name, Menu Items 2. Create a Team Menu Order Page (menu.htm) using FrontPage 4. Place Orders Using Team Menu Page 5. Check Orders

34 Tuesday, February 22, 200034 FrontPage Demo How to use FrontPage to create order forms Create single web page (not a “web”) and call it menu.htm Create a form on the page for menu items and quantities Create a form to allow input of customer name Embed a “hidden” field for your restaurant Direct data to ASP script for processing into the database Allow for exit without placing order Upload your web page using FTP to your team’s “restaurant” sub-directory on andrew server: (/afs/andrew.cmu.edu/course/45/870/teamXX/restaurant)

35 Tuesday, February 22, 200035 Case Analysis: Sonoco IT Diagnosis Background Questions: Create an IS component matrix to: document the IS activities and resources in Sonoco’s order fulfillment and other information systems

36 Tuesday, February 22, 200036 Sonoco’s IT Diagnosis: The IS Component Matrix IS Activities and Resources HardwareSoftwarePeopleDataInforma- tion Products Input Processing Output Storage Control

37 Tuesday, February 22, 200037 Case Analysis: Sonoco IT Diagnosis Questions: Using your IS component matrix: identify some opportunities for e-commerce for Sonoco based upon their IS activities describe how Sonoco should adapt or extend its IS resources to realize these opportunities

38 Tuesday, February 22, 200038 Case Analysis: Sonoco IT Diagnosis Questions: Describe the role of IT in Sonoco: in the late 1980’s and early 1990’s in the new business strategies in an e-commerce marketplace

39 Tuesday, February 22, 200039 Level 1: Strategic Level 2: Offensive Level 3: Defensive Level 4: Cost-Justified Level 5: Controlled IT’s Role in Creating Competitive Advantage Use of IT for Competitive Advantage

40 Tuesday, February 22, 200040 Creating and Sustaining Competitive Advantage using IT It is not easy to use IT to gain and sustain competitive advantage Examples: Why?

41 Tuesday, February 22, 200041 Barriers to Transforming IT from a Problem to Opportunity Difficulties in streamlining and IT-enabling business processes Culture gap between business and IS people Rapid pace of technological change Large, persistent difficulties of integrating incompatible IT components into a platform

42 Tuesday, February 22, 200042 Winners and Losers in Sustaining Strategic Advantage with IT Relative Profitability Relative Market Share LOW HIGH Sustained Losers: Sustained Winners:

43 Tuesday, February 22, 200043 What are the Drivers of Sustained Competitive Advantage from IT? Sustainability Environment/ Industry Firm Management


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