Introduction to Relational Database technologies, and their support of corporate strategy
Reading:
Chapter 2, Corporate Strategy and its impact on IS&T
Research the use of relational databases in social media marketing by using these resources. Compile these resources into a three page, APA formatted commentary, which answer the elements in part , below. (Bibliography included)
a.Hoffman, Fodor. Can You Measure the ROI of Your Social Media Marketing? MIT Sloan Management Review. Fall 2010. Get access to it through the link here, https://scholar.google.com/scholar?q=social+media+marketing&hl=en&as_sdt=0&as_vis=1&oi=scholart
b.Lynda.com. How Relational Databases Work. link https://www.youtube.com/watch?v=z5YnKt2aOCs
c.Comment upon a recent social media campaign which you have experienced, personally.
What was the subject of the campaign, and by whom?
What venue did the campaign use (instagram, facebook, google ads, etc)
What language, messaging, or other communication techniques did it use? Why, do you believe, did this marketing communication arrive in your online experience, or be shown to you?
What data did it attempt to collect from you?
What actions did it prompt you to take, or how did it try to compel you to act, in relation to the brand?
How impactful was the campaign, in compelling you, as a consumer, to act?
Did the marketer learn more about the demographic it targeted? If so, how, or why not?
Assume the campaign targeted several groups, and how did it spur them to respond. How did it measure its impact?
Did you observe any advertising technology, used by the campaign? What tools did the campaign appear to use, to analyze the viewer?
Research the concept of relational database schema. What would the database schema look like, for this project?
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MIS: Engage, Apply, Empower
Learning Catalyticsis an interactive, student response tool that
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Information systems have become pervasive. Mobile devices, social media,
and cloud computing have transformed organizations and society. The Internet
of Things can generate a wealth of potentially useful Big Data. The rapid
development of transportation and telecommunication technologies, national
and global infrastructures, and information systems as well as a host of other
factors has created a number of pressing societal issues that tremendously
influence the world we live in. These issues include demographic changes,
urbanization, shifts in economic power, resource scarcity, and climate change.
As a consequence, sustainable development will become an ever increasingly
important aspect for organizations. Throughout this revision, we discuss
how organizations can harness radical innovations and other technological
developments, as well as the role of information systems in influencing and
addressing pressing societal issues; further, we added a new chapter element
about the role of Green IT. We designed the books cover to emphasize how
IT resides within and influences various societal issues.
Learning Catalyticsis an interactive, student response tool that
uses students smartphones, tablets, or laptops to engage them in more
sophisticated tasks and critical thinking as well as collaboration with other
class members. Included with MyLab with eText, Learning Catalytics enables
you to generate classroom discussion, guide your lecture, and promote
peer-to-peer learning with real-time analytics.
Enhanced eTextkeeps students engaged in learning on their own time, while
helping them achieve greater conceptual understanding of course material. The
embedded videos, simulations, and activities bring learning to life.
to apply the very concepts they are reading about. Combining resources that
illuminate content with accessible self-assessment, MyLab with Enhanced eText
provides students with a complete digital learning experienceall in one place.
Dynamic Study Moduleshelp students learn the language of MIS by
continuously assessing their activity and performance in real time by adapting to the
student’s knowledge and confidence on each concept. These are available as
graded assignments prior to class, and accessible on smartphones, tablets, and
computers.
Reporting DashboardView, analyze, and report learning outcomes
clearly and easily, and get the information needed to keep
students on track throughout the course with the new Reporting
Dashboard. Available via the MyLab Gradebook and fully mobile-ready,
the Reporting Dashboard presents student performance data at the
class, section, and program levels in an accessible, visual manner.
Accessibility (ADA)Pearson is working toward WCAG 2.0 Level AA
and Section 508 standards, as expressed in the Pearson Guidelines for
Accessible Educational Web Media. Moreover, our products support
customers in meeting their obligation to comply with the Americans with
Disabilities Act (ADA) by providing access to learning technology programs
for users with disabilities.
Please email our Accessibility Team at [emailprotected] for the most
up-to-date information.
LMS IntegrationYou can now link from Blackboard Learn, Brightspace by
D2L, Canvas, or Moodle to MyISLab. Professors can acess assignments, rosters,
and resources, and synchronize grades with your LMS gradebook.
Single sign-on provides students access to all the personalized
learning resources that make studying more efficient and effective.
A L W A Y S L E A R N I N G
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330 Hudson Street, NY NY 10013
I N F O R M A T I O N S Y S T E M S T O D A Y
Joseph Valacich
University of Arizona
Christoph Schneider
City University of Hong Kong
M A N A G I N G I N T H E D I G I T A L W O R L D
E I G H T H E D I T I O N
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Dedication
To my mother Mary, you are the best.
Joe
To Birgit for your love and support.
Christoph
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vii
Joseph (Joe) Valacich is an Eller Professor of MIS within the Eller College of Management
at the University of Arizona, a Fellow of the Association for Information Systems (2009), and
the Chief Science Officer (CSO) of Neuro-ID, Inc. He was previously on the faculty at Indiana
University, Bloomington, and Washington State University, Pullman. He has had visiting faculty
appointments at City University of Hong Kong, Buskerud College (Norway), the Helsinki School
of Economics and Business, the Norwegian University of Life Sciences, and Riga Technical
University (Latvia). He received a PhD degree from the University of Arizona (MIS) and MBA
and BS (Computer Science) degrees from the University of Montana. Prior to his academic career,
Dr. Valacich worked in the software industry in Seattle in both large and startup organizations.
Dr. Valacich has served on various national task forces designing model curricula for the
information systems discipline, including IS 97, IS 2002, and IS 2010: The Model Curriculum
and Guidelines for Undergraduate Degree Programs in Information Systems, where he was
co-chairperson. He also served on the task force that designed MSIS 2000 and 2006: The Master
of Science in Information Systems Model Curriculum. He served on the executive committee,
funded by the National Science Foundation, to define the IS Program Accreditation Standards
and served on the board of directors for CSAB (formally the Computing Sciences Accreditation
Board) representing the Association for Information Systems (AIS). He was the general confer-
ence co-chair for the 2003 International Conference on Information Systems (ICIS) and the 2012
Americas Conference on Information Systems (AMCIS); both were held in Seattle.
Dr. Valacich has conducted numerous corporate training and executive development pro-
grams for organizations, including AT&T, Boeing, Dow Chemical, EDS, Exxon, FedEx, General
Motors, Microsoft, and Xerox. He has served in a variety of editorial roles within various
academic journals and conferences. His primary research interests include humancomputer
interaction, deception detection, technology-mediated collaboration, mobile and emerging tech-
nologies, and e-business. He is a prolific scholar, having published more than 200 scholarly
articles in numerous prestigious journals and conferences, including: MIS Quarterly, Information
Systems Research, Management Science, Academy of Management Journal, Journal of MIS,
Decision Sciences, Journal of the AIS, Communications of the ACM, Organizational Behavior
and Human Decision Processes, and Journal of Applied Psychology. He is a coauthor of the
leading textbooks Modern Systems Analysis and Design (8th ed.) and Essentials of Systems
Analysis and Design (6th ed.), both published by Pearson.
In 2016, Dr. Valacich was awarded the University of Arizona, Tech Launch Arizona, Innova-
tion & Impact Award for Information Technology. He was awarded the Distinguished Alumnus
Award from the University of Montana Alumni Association in 2012 and the Outstanding Alum-
nus Award from the University of Montanas School of Business Administration in 2009. Dr.
Valacich is also ranked as one of the most prolific authors in the history of MIS Quarterlyhis
disciplines top journalover the life of the journal (19772016) (see misq.org). Throughout his
career, he has also won numerous teaching, service, and research awards.
Christoph Schneider is an assistant professor in the Department of Information Systems at
City University of Hong Kong and previously held a visiting faculty appointment at Boise State
University. He earned a Swiss Higher Diploma in Hotel Management at the University Centre
Csar Ritz in Brig, Switzerland, a BA in Hotel and Restaurant Administration at Washington
State University, and a PhD in Business Administration (Management Information Systems)
at Washington State University. His teaching interests include the management of information
systems and web design.
About the Authors
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viii ABOUT THE AUTHORS
Dr. Schneider is an active researcher. His primary research interests include humancom-
puter interaction, electronic commerce, and computer-mediated collaboration. His research has
appeared in peer-reviewed journals, such as Information Systems Research, Management Infor-
mation Systems Quarterly, Management Science, and IEEE Transactions on Professional Com-
munication; further, he has presented his research at various international conferences, such as
the International Conference on Information Systems, the European Conference on Informa-
tion Systems, and the Hawaii International Conference on System Sciences. He serves as a
member of the International Steering Committee of the International Conference on Informa-
tion Systems Development (ISD) and as senior editor at Information Systems Journal.
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ix
Preface xix
Chapter 1 Managing in the Digital World 2
Chapter 2 Gaining Competitive Advantage Through Information
Systems 48
Chapter 3 Managing the Information Systems Infrastructure and
Services 90
Chapter 4 Enabling Business-to-Consumer Electronic Commerce 138
Chapter 5 Enhancing Organizational Communication and
CollaborationUsing Social Media 182
Chapter 6 Enhancing Business Intelligence Using Big Data and
Analytics 224
Chapter 7 Enhancing Business Processes Using Enterprise Information
Systems 270
Chapter 8 Strengthening Business-to-Business Relationships via Supply
Chain and Customer Relationship Management 306
Chapter 9 Developing and Acquiring Information Systems 344
Chapter 10 Securing Information Systems 390
Technology Briefing Foundations of Information Systems
Infrastructure 442
Acronyms 491
Glossary 493
Name Index 513
Organization Index 514
Subject Index 517
Brief Contents
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xi
Preface xix
Chapter 1 Managing in the Digital World 2
MANAGING IN THE DIGITAL WORLD: Open Innovation 2
Information Systems Today 4
The Emergence of the Digital World 4
Globalization and Societal Issues in the Digital World 7
COMING ATTRACTIONS: Memory Crystals 7
Five IT Megatrends That Shape the Digital Future 10
WHOS GOING MOBILE: Wearable Technologies 10
GREEN IT: The Green Internet of Things 16
Information Systems Defined 16
Data: The Root and Purpose of Information Systems 18
Hardware, Software, and Telecommunications Networks: The Components of
Information Systems 18
People: The Builders, Managers, and Users of Information Systems 19
SECURITY MATTERS: Ransomware 24
Organizations: The Context of Information Systems 25
WHEN THINGS GO WRONG: Technology Addiction 28
The Dual Nature of Information Systems 29
Case in Point: An Information System Gone Awry: Outages Outrage Gamers 29
Case in Point: An Information System That Works: FedEx 29
Information Systems for Competitive Advantage 30
ETHICAL DILEMMA: The Social and Environmental Costs of the Newest
Gadgets 31
IS Ethics 32
Information Privacy 32
Intellectual Property 36
The Need for a Code of Ethical Conduct 37
INDUSTRY ANALYSIS: Business Career Outlook 38
Key Points Review 39 Key Terms 39 Review Questions 40 Self-
Study Questions 40 Problems and Exercises 41 Application
Exercises 42 Team Work Exercise 42 Answers to the Self-Study
Questions 43
APPLE 44
HEALTHCARE IS 45
Chapter 2 Gaining Competitive Advantage Through Information
Systems 48
MANAGING IN THE DIGITAL WORLD: Startups and New Business Models 48
Enabling Organizational Strategy through Information Systems 50
Organizational Decision-Making Levels 50
Organizational Functional Areas 52
Contents
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xii CONTENTS
Information Systems for Automating: Doing Things Faster 53
Information Systems for Organizational Learning: Doing Things Better 55
Information Systems for Supporting Strategy: Doing Things Smarter 56
Identifying Where to Compete: Analyzing Competitive Forces 56
Identifying How to Compete: Choosing a Generic Strategy 57
Identifying How to Compete: Resources and Capabilities 58
GREEN IT: The Electric Navy 59
Identifying How to Compete: Analyzing the Value Chain 60
The Role of Information Systems in Value Chain Analysis 60
The Technology/Strategy Fit 61
Business Models in the Digital World 61
WHOS GOING MOBILE: Digital Nomads 62
Revenue Models in the Digital World 62
WHEN THINGS GO WRONG: The Pains of Uber in China 65
Platform-Based Business Models and the Sharing Economy 65
Service-Based Business Models 67
ETHICAL DILEMMA: The Ethics of the Sharing Economy 68
Valuing Innovations 69
The Need for Constant IS Innovation 71
Successful Innovation Is Difficult 72
Open Innovation 73
Organizational Requirements for Innovation 74
COMING ATTRACTIONS: The CITE Project 75
The Innovation Process 75
SECURITY MATTERS: The Bangladesh SWIFT Theft 78
Startups and Crowdfunding 78
INDUSTRY ANALYSIS: Education 80
Key Points Review 81 Key Terms 81 Review Questions 82 Self-
Study Questions 82 Problems and Exercises 83 Application
Exercises 84 Team Work Exercise 84 Answers to the Self-Study
Questions 84
GROUPON 85
STREAMING VIDEO 86
Chapter 3 Managing the Information Systems Infrastructure and
Services 90
MANAGING IN THE DIGITAL WORLD: From Google to Alphabet 90
The IS Infrastructure 92
WHOS GOING MOBILE: Mobile Payments Are Transforming Developing
Countries 94
Applications and Databases Supporting Business Processes 96
ETHICAL DILEMMA: Putting Peoples Lives Online 97
IS Infrastructure Components 98
Hardware 98
System Software 100
Storage 102
COMING ATTRACTIONS: Making Death Optional? 102
Networking 103
GREEN IT: Alphabet Renewables 109
Data Centers 111
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CONTENTS xiii
Issues Associated with Managing the IS Infrastructure 112
Rapid Obsolescence and Shorter IT Cycles 112
Big Data and Rapidly Increasing Storage Needs 115
Demand Fluctuations 115
Increasing Energy Needs 116
Cloud Computing 116
WHEN THINGS GO WRONG: Old and Dirty Energy Drives Global Internet
Growth 117
What Is Cloud Computing? 117
Managing the Cloud 121
Advanced Cloud Applications 124
SECURITY MATTERS: Car Hacking 126
Green Computing 129
INDUSTRY ANALYSIS: Movie Industry 130
Key Points Review 131 Key Terms 131 Review Questions 132 Self-
Study Questions 132 Problems and Exercises 133 Application
Exercises 134 Team Work Exercise 134 Answers to the Self-Study
Questions 135
A CATALYST FOR INNOVATION: AMAZON WEB SERVICES 135
THE DARK WEB 136
Chapter 4 Enabling Business-to-Consumer Electronic
Commerce 138
MANAGING IN THE DIGITAL WORLD: Taobao and the World of E-commerce 138
E-Commerce and E-Government 140
Types of Electronic Commerce 140
E-government 141
E-finance 142
Business-To-Consumer E-Commerce 143
COMING ATTRACTIONS: The AI Hedge Fund 144
E-tailing: Capabilities and Opportunities 146
Benefits of E-tailing 149
ETHICAL DILEMMA: The Ethics of Reputation Management 150
Drawbacks of E-tailing 151
Electronic Commerce Websites and Internet Marketing 151
Designing Websites to Meet Online Consumers Needs 152
SECURITY MATTERS: Too Small to Be Hacked? 152
Internet Marketing 154
WHEN THINGS GO WRONG: Buying Likes 158
Mobile Commerce, Consumer-To-Consumer EC, and
Consumer-To-Business EC 159
C2C EC 161
C2B EC 162
Securing Payments and Navigating Legal Issues in EC 163
Securing Payments in the Digital World 163
GREEN IT: Green Online Shopping 164
WHOS GOING MOBILE: Mobile Payments 165
Legal Issues in EC 168
INDUSTRY ANALYSIS: Retailing 171
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xiv CONTENTS
Key Points Review 172 Key Terms 172 Review Questions 173 Self-
Study Questions 173 Problems and Exercises 174 Application
Exercises 175 Team Work Exercise 175 Answers to the Self-Study
Questions 176
WEB ANALYTICS 177
ROCKET INTERNETCLONING BUSINESS MODELS 178
Chapter 5 Enhancing Organizational Communication and
Collaboration Using Social Media 182
MANAGING IN THE DIGITAL WORLD: Facebook 182
The Need for Communication and Collaboration 184
Virtual Teams 184
Groupware 185
Videoconferencing 186
GREEN IT: Green IT Fueling Renewable Energy 188
Intranets and Employee Portals 188
The Evolving Web 190
COMING ATTRACTIONS: Dissolvable Electronics 191
Evolving Web Capabilities 191
Evolving Social Interaction 192
The Evolving Workspace 193
Future Web Capabilities 193
Social Media and the Enterprise 194
Enhancing Communication Using Social Media 194
Enhancing Cooperation with Social Media 197
SECURITY MATTERS: Terrorism Is Winning the Social Media Battle 200
Enhancing Collaboration with Social Media 201
WHOS GOING MOBILE: Going SoLoMo: Yelp 203
Enhancing Connection with Social Media 205
ETHICAL DILEMMA: Anonymity, Trolling, and Cyberharassment 207
Managing Social Media Applications in the Enterprise 208
Organizational Issues 208
WHEN THINGS GO WRONG: Crowdfunding Failures 210
Downsides and Dangers of using Social Media Applications 211
INDUSTRY ANALYSIS: Online Travel 213
Key Points Review 214 Key Terms 214 Review Questions 215 Self-
Study Questions 215 Problems and Exercises 216 Application
Exercises 216 Team Work Exercise 217 Answers to the Self-Study
Questions 218
LIVING IN A BUBBLE: FACEBOOK, NEWSFEEDS, AND JOURNALISM 218
LIKE FARMING AND CLICKBAIT 219
Chapter 6 Enhancing Business Intelligence Using Big Data and
Analytics 224
MANAGING IN THE DIGITAL WORLD: Intelligence Through Drones 224
Enhancing Organizational Decision Making 226
Why Organizations Need Business Intelligence and Advanced Analytics 226
GREEN IT: Big Data, Internet of Things, and Analytics Fuel Greener
Facilities 229
Databases: Providing Inputs into Business Intelligence and Advanced
Analytics 229
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CONTENTS xv
WHEN THINGS GO WRONG: Twitter FeverLook Before You Tweet 233
COMING ATTRACTIONS: Emotion Aware Gaming 239
Business Intelligence and Advanced Analytics 239
Business Intelligence 240
WHOS GOING MOBILE: Identifying Malaria Hotspots 245
Advanced Analytics 245
ETHICAL DILEMMA: Orwellian Internet of Things 247
SECURITY MATTERS: Hacktivists Versus Fembots: The Ashley Madison
Case 253
Knowledge Management and Geographic Information Systems 254
Knowledge Management Systems 254
Geographic Information Systems 257
INDUSTRY ANALYSIS: Healthcare 260
Key Points Review 261 Key Terms 261 Review Questions 262 Self-
Study Questions 262 Problems and Exercises 263 Application
Exercises 264 Team Work Exercise 265 Answers to the Self-Study
Questions 265
NSA: NATIONAL SURVEILLANCE AGENCY? 265
GATHERING SOCIAL INTELLIGENCE 266
Chapter 7 Enhancing Business Processes Using Enterprise
Information Systems 270
MANAGING IN THE DIGITAL WORLD: Amazon.com 270
Core Business Processes and Organizational Value Chains 272
Core Business Processes 272
Organizational Activities Along the Value Chain 274
GREEN IT: Why Your Enterprise Systems Should Be in the Cloud 277
Value Systems: Connecting Multiple Organizational Value Chains 279
Enterprise Systems 279
The Rise of Enterprise Systems 280
Supporting Business Processes 281
ETHICAL DILEMMA: Too Much Intelligence? RFID and Privacy 282
COMING ATTRACTIONS: The Internet of Things Will Transform ERP and
Organizations 285
Enterprise Resource Planning 288
Responding to Compliance and Regulatory Demands 289
Choosing an ERP System 289
SECURITY MATTERS: To Update or Not to Update, That Shouldnt Be the
Question 290
Enabling Business Processes Using ERP Core Components 291
ERP Installation 294
ERP Limitations 294
Achieving Enterprise System Success 294
WHOS GOING MOBILE: Big ERP Systems Embracing Small Mobile
Devices 295
Secure Executive Sponsorship 295
Get Help from Outside Experts 296
Thoroughly Train Users 296
Take a Multidisciplinary Approach to Implementations 296
Evolve the Implementation 296
WHEN THINGS GO WRONG: Software Error Frees Prisoners Early and Is
Linked to Killings 297
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xvi CONTENTS
INDUSTRY ANALYSIS: The Automobile Industry 298
Key Points Review 299 Key Terms 299 Review Questions 300 Self-
Study Questions 300 Problems and Exercises 301 Application
Exercises 302 Team Work Exercise 302 Answers to the Self-Study
Questions 302
SOFTWARE AS A SERVICE: ERP BY THE HOUR 303
AMAZONS ORDER FULFILLMENT, AUTOMATION, AND TECHNOLOGICAL
UNEMPLOYMENT 304
Chapter 8 Strengthening Business-to-Business Relationships
via Supply Chain and Customer Relationship
Management 306
MANAGING IN THE DIGITAL WORLD: Walmart 306
Supply Chain Management 308
What Is a Supply Chain? 308
Business-to-Business Electronic Commerce: Exchanging Data in Supply
Networks 308
Managing Complex Supply Networks 311
Benefits of Effectively Managing Supply Chains 312
Optimizing the Supply Chain Through Supply Chain Management 314
WHEN THINGS GO WRONG: SpaceX Rocket Failure due to Supply Chain
Failure 315
Developing an SCM Strategy 316
GREEN IT: Nikes Green Supply Chain 317
Supply Chain Planning 317
Supply Chain Execution 318
Supply Chain Visibility and Analytics 321
Customer Relationship Management 321
COMING ATTRACTIONS: Augmenting Supply Chain Success 322
SECURITY MATTERS: Disclosing the Customer Data of the Most
Vulnerable 325
Developing a CRM Strategy 325
Architecture of a CRM System 326
WHOS GOING MOBILE: Developing a Mobile CRM App for
Customers 330
ETHICAL DILEMMA: When Algorithms Discriminate 334
Ethical Concerns with CRM 335
INDUSTRY ANALYSIS: Manufacturing 33
