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business IT infrastructure at risk." Kent streaming media (4.7 percent), games (3.2
states that the amount of time younger percent), downloads (2 percent), personal
employees spend shopping online and their and dating (1.9 percent), adult/sexually
disregard for security " points to an urgent explicit (1.8 percent), Web-based e-mail (1.7
need for employee education. " percent), and blogs and forum (1.2 percent).
Of course, an obvious downside to these
Other organizations are simple blocking
blocking actions is that a lot of Gen Y
access to unwanted Web sites and
employees won't work for a company that
functionality such as advertisements and
restricts access to these sites.
pop-ups (44.5 percent), chat (28.3 percent),
QUESTIONS (10 marks)
1. Imagine you are a supervisor and you are responsible for ensuring employees meet daily
work quotas. But you find they are spending a couple of hours per day shopping online,
chatting with friends through instant messaging, and so on. How do you motivate your
employees to perform their work? (1 marks)
A. Threaten them
B. Give them a pep talk
C. Remove online access
D. Give incentives to work
3. Which of the following companies and industries would most likely prohibit social
networking sites as well as cell phone usage? (1 marks)
A. Facebook
B. Defense organizations
C. Google
D. None of the above
5. The above case study mentions the need for employee education. Which of the
following would you include in an education program for helping employees better
understand the dangers in which they place the organization's IT infrastructure by using
technology the wrong way while at work? (1 marks)
A. Testing them on unsafe computer habits
B. Teaching them Ergonomics techniques to avoid health risks when using
computers
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C. Showing them short cases of organizations that have been compromised
because of unsafe software
D. None of the above
6. In the Intel Study mentioned in the case study above, about 30 percent of companies
surveyed have changed their IT policies to allow access to e-mail from nonsanctioned
mobile phones and to allow employees to use Social networking sites. Give some
reasons as to why these companies might have changed their policies? (3 marks)
When an organization is that big, has that sort of worldwide presence, and boasts what is
perhaps the most well-known brand ever, you can bet that a multitude of IT systems are
constantly churning in the background, not only keeping the organization running, but also
keeping it running ahead of the competition.
To support internal collaboration efforts, Coke created something it calls its Common
Innovation Framework, a Web-based system that combines project management capabilities
with business intelligence. Using the Innovation Framework, anyone from any of the
operating units worldwide can search for, find, and apply concepts, strategies, development
successes, and marketing approaches that have been used elsewhere in the organization. For
example, when introducing Georgia teas in Australia, the Coke people Down Under can
research what marketing strategies worked well in related countries such as New Zealand. As
Jean-Michel Ares, Coke CIO, explains it, “Once you’ve aggregated that pipeline of innovation,
the object is to assess and prioritize the best allocation of resources in the organization .”
Beyond internal employees, Coke is reaching out with new and innovative IT steps. Recently,
it rolled out a new line of software services based on hundreds of business processes to its
extended family of bottlers. These software services each perform a specific common
business function and run within SAP’s ERP software and are delivered by Coke’s IBM-hosted
data centers. The goal is to create a standardized business and technology platform across all
Coke bottlers, most of which are independent franchises. (There are some partly owned by
Coke.) If Coke and all its bottlers are speaking the same language, so to speak, and using the
same technology, then supply chain management applications will be the more efficiently
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streamlined. Standardization in this case equates to saving money by reducing expenses
associated with supply chain activities.
And even beyond its extended family of bottlers, Coke is using technology to create loyalty
and engage more with its customers. Its award-winning Web site, My Coke Rewards at
www.mycokerewards.com, is the second most popular consumer packaged goods site,
behind only www.kraftfoods.com. My Coke Rewards attracts some 300,000 visitors per day.
Offering everything from magazines subscriptions to electronics as prizes (just look under
your bottle cap), My Coke Rewards has reconnected Coke with its loyal drinkers. The site has
teamed up with pop culture crazes such as American Idol, soccer, and auto racing to bring
even more consumers into the fold. You can even find Coke-labeled songs through iTunes.
1. Within this case study, describe various IT-enabled initiatives and categorize them as either
above-the-line, below-the-line, or some combination of the two.(2 marks)
3. Describe two different forms of e-collaboration in this case study. For each, articulate the
benefits to Coke.(2 marks)
4. How is My Coke Rewards an example of a switching cost? How can a switching cost not
have a monetary penalty associated with it?(2 marks)
5. What sort of business intelligence could Coke gather from its My Coke Rewards Web site.
How could it use this information for customer relationship management activities?(2
marks)
Submission Instructions
1. Only typed and printed assignments will be accepted. Submit it to the Lecturer before
27th August 2018, 4pm.
2. You will need to use intext-citations and referencing. You may follow any reference
guide on the net or you may use MS Word built-in Citation & Bibliography tool to assist
you. On moodle you may use the Harvard Referencing Style Guide provided.
3. Late submission may warrant deduction of marks of 10% per day.
4. Be sure that you submit the assignment only when you’re totally satisfied. We will not
accept “corrected versions” of the assignments.
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Submitting late: Start EARLY .Also when you finish don’t hold on to your assignment till the last
moment. Submit as soon as you are satisfied with it. If you think you will not be able to submit
the assignment on time due to unwarranted circumstances, then you will need to seek approval
from the course lecturer prior to the due date to avoid deduction of marks.
Plagiarism: it’s important that you avoid plagiarism. Not only do you expose yourself to possibly
serious disciplinary consequences, but you’ll also cheat yourself of a proper understanding of
the course. You’ll certainly fail the short tests and/or the final, which will test your
understanding of this assignment. It’s not plagiarism to discuss the assignment with your friends
and consider solutions to the problems together. However, it is plagiarism for you to copy all or
part of each other’s work.
Avoid the urge to copy someone else’s. We’ll give some marks if it’s obvious you have worked
hard on your own.
If you find somebody has stolen your assignment and produced it as their own work, it will be
considered plagiarism. Both of parties be will penalize regardless of who the culprit is. So it’s
your responsibility to see that no one copies your assignment. Be careful with them. And make
sure you log out of the lab machines when you are finished working with them.
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