E-Business Case Studies Seminar

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					             E-Business Case Studies Seminar
                    Humboldt-University of Berlin
                    Institute of Information Systems

                         Led by: Prof. Oliver Günther

                             Hanna Krasnova, M.A.
                      Christoph Goebel, Dipl. Inform.-Wirt.
                        Thomas Hildebrand, Dipl.-Vw.

Page 1   HU -2007

    Introduction to the Seminar
    BIT Topics (Hanna Krasnova & Thomas Hildebrand)
            Web-Based Services (Dr. Gerrit Tamm)
    Topics with StudentSN.com (Ugur Tarlig)
    Case Studies with LEXTA Consultants Group (Frau Dierke)
    Ko-RFID Topics (Christoph Goebel)

    Questions / Discussion

Page 2   HU -2007
Introduction: Registration

    Register till 26.04.2007 per E-Mail (krasnovh@wiwi.hu-berlin.de)
    and by signing PA form on 26.04.2007

    You can write in a group! You get a common grade for
    presentation, but separate grades for paper.

    Both English and German are acceptable

    Accreditation: 2 credit accreditation, 4 SP for the module:
    Information Systems and E-Business (please check with PA)

Page 3   HU -2007
Introduction: Scheduling & Grading

    19.04.2007 Introduction
    26.04.2007 Registration / Topics Choice / Research Methods
    31.05.2007 15-Min Mid-Term Presentation + Handout (15%)
    09.07.2007 Submission of Final Paper (15 pages) (70%)
    12.07.2007 & 19.07.2007 Final Presentation 15-minutes
    presentation + Handout (15%)

Page 4   HU -2007
Important: Preparing your seminar paper

    Finalize a structure (Gliederung)
    Read „Formatting Instructions“
    Plan 2-3 days for just formatting the paper

    Everything you say in the paper should bring you closer to
    answering your main research question!

    Contact your supervisor!

Page 5   HU -2007
Seminar Content: 4 different directions

Academic Topics:

    BIT Project (bit-germany.org)
    Ko-RFID Project (korfid.de)

Industry-related Projects:

    Preparing market entry with: Student Social Network
    Industry-relevant Case Studies: LEXTA CONSULTANTS GROUP

Page 6   HU -2007
                    BIT Project Topics

                           Led by:
                       Hanna Krasnova
                      Thomas Holdebrand

Page 7   HU -2007
BIT Project: Project Partners

    BIT Project is led by Prof. Uday S. Karmarkar, UCLA Anderson
    School of Management.

    BIT Project in Germany is a joint venture of two equal partners:
            Prof. Francis Bidault: European School of Management and
            Technology (esmt)
            Prof. Oliver Günther: Institute of Information Systems, School of
            Business and Economics, Humboldt-Universität zu Berlin

    Large number of other international partners

Page 8   HU -2007
Project Goals

          To study the impact of information technologies (IT) on business
          practices and business structure
 Research tool:
          Questionnaire that targets at the CIOs of independent
          organizational units (paper-based, on-line based, phone-assisted)
          2006/2007: 3000 questionnaires sent, 167 responces

Page 9   HU -2007
Topics: BIT
Impact of Technology-enabled Distributed Work
Environment on Business Organizations

    Number of people who are working outside their offices, either at
    home or client-based is growing.

    3,2 mln. Germans will be having tele-work-places in 2007

    What impact will such changes have:
      a. on organisational structure
      b. on performance

    To what extend are such changes technology-driven?

        case-study, interviews

Page 10   HU -2007
Topics: BIT
Changing Organizational Structure: Myth or

    Technology is expected to bring and currently brings a lot of changes
    into an organization. BIT Survey results in Germany:
           Organizations become flatter
           Span of control widens, etc.
           “Lower levels” play a high role as never before

    Is it really the case?

    Relevant Differences between countries:

           Higher role of “lower levels” in Germany vs. US.
           So, does IT permeates organizations bottom-up in Germany and top-
           down in US?
           What differences exist between US and DE change patterns?

           case-study, interviews

Page 11   HU -2007
Topics: BIT
IT requirements on a Workplace

    Across all industries and positions the demand for IT skills is
    What levels in organizations are mostly touched by the change and
    in what way?
    What technologies are a “must” for certain levels?

    Inter-industry comparison is possible

        case-study, interviews, survey, check-list

Page 12   HU -2007
Topics: BIT
Impact of technology on collaboration between
employees in an organization.

    Number of technologies that support collaboration /
    communication between employees is growing
    What are these technologies?
    Are they really as widespread as we think?
    What are drivers behind their adoption?

        case-study, interviews, survey, check-list

Page 13   HU -2007
Topics: BIT
Impact of Enterprise Instant Messaging on
Collaboration between Organizations / Employees

    Whereas growing number of companies start using IM for
    communication, some insistently forbid its usage.
    What are drivers behind IM adoption?
    Impact on Performance?
    Could ongoing business problems actually be solved through IM?

        case-study, interviews, survey, focus groups with corporate IM
        users and non-users

Page 14   HU -2007
Topics: BIT
Impact of collaboration technologies on company

    Many companies use collaboration tools to improve
    communication (=> cooperation) between their business partners
    What tools are these?
    Is the desired effect achieved?
    How can „success“ be operatonalised?

        interviews, survey

    Similarly for topic: Impact of information-sharing technologies on
    company performance (EDI, RFID)

Page 15   HU -2007
Topics: BIT
Technology (Internet) Impact of Company
Corporate Identity

    Many companies have changed their logo, branding concept,
    slogan when going on-line
    Why? Drivers behind a change?
    Which companies?
    Was it successful?

        Collecting examples
        interviews, case studies

Page 16   HU -2007
Topics: BIT
Trust in internet-mediated business relationships

    Trust in B2C is a well-known topic: E-bay reputation systems

    However in B2B relations many areas remain unexplored

    How is trust formed in B2B relations?
    Are there IT solutions to speed up this trust?

        Interviews, case studies

Page 17   HU -2007
                     Web-based Services

                             Led by:
                         Hanna Krasnova
                        Thomas Holdebrand

Page 18   HU -2007
Topics: Asparado
Marktanalyse “Webbasierte Dienste im Onlinemarketing“

    Welche webbasierten Dienste können Unternehmen bereits heute in der
    Marketingabteilung einsetzen?

    Die Arbeit wird in Zusammenarbeit mit www.asperado.com erstellt
         Empirische Untersuchung
         Beschreibung Methode Datensammlung und -analyse
         Beschreibung Methode Auswertung
         Bewertungskriterien und deren Ausprägungen
         SWOT Analyse Anbieter
         Nutzwertanalyse aus Sicht eines Nachfragers
         Ableitung von Szenarien

Page 19   HU -2007
Topics: Asparado
Marktanalyse “Webbasierte Dienste im Projektmanagement”

    Welche webbasierten Dienste können Unternehmen bereits heute
    im Projektmanagement einsetzen.
    Darunter fallen u.a. Projektplanung-, durchführungs- und -

    Die Arbeit wird in Zusammenarbeit mit www.asperado.com erstellt
         Empirische Untersuchung
         Beschreibung Methode Datensammlung und Analyse
         Beschreibung Methode Auswertung
         Bewertungskriterien und deren Ausprägungen
         SWOT Analyse Anbieter
         Nutzwertanalyse aus Sicht eines Nachfragers
         Ableitung von Szenarien

Page 20   HU -2007
Topics: Asparado
Marktanalyse “Webbasierte Dienste im Vertrieb und Verkauf”

    Welche webbasierten Dienste können Unternehmen bereits heute
    im Vertrieb und Verkauf einsetzen?

    Die Arbeit wird in Zusammenarbeit mit www.asperado.com erstellt
         Empirische Untersuchung
         Beschreibung Methode Datensammlung und -analyse
         Beschreibung Methode Auswertung
         Bewertungskriterien und deren Ausprägungen
         SWOT Analyse Anbieter
         Nutzwertanalyse aus Sicht eines Nachfragers
         Ableitung von Szenarien
         Anforderungen Entscheidungsunterstützungssystem
         Anforderungen Handlungsempfehlungen

Page 21   HU -2007

                      Led by: Ugur Tarlig

Page 22   HU -2007
A Social Networking Site for Students

             an internet-start-up based in Berlin
             a Web2.0-company
             social networking platform for students
    aimed at
             students in Turkey (mainly) and Russia
             Turkey: > 2 Mio students
             Russia: > 10 Mio students

    Cf. facebook.com, studiVZ.net

Page 23   HU -2007
Topics: studentSN.com
Business Model of Social Networking Sites

    How do social networking sites generate revenue?
             Find social networking sites
                     good list to begin with:
             Look into their revenue sources

    Potential revenue sources
             Advertising or user fee
             What else is possible / could be thought of?

    Does advertising hinder success?

Page 24   HU -2007
Topics: studentSN.com
Success Factors in Social Networking Sites

    There are some very successful social networking sites, e.g.
        Myspace.com, facebook.com, linkedin.com, xing.com and many

    What determines their success?

    What sets these sites apart from
        classical chat sites
        flirting sites that you have to pay for

    So what‘s the difference that makes the difference?
        „Web2.0“ ? New user perception? Social software? …
        Being for free?
        What else? What exactly?

Page 25   HU -2007
Topics: studentSN.com
Cross-Country Analysis (Europe & Turkey)

    Look at E-commerce development trends in the countries of interest.
    and find determinants of E-commerce spread in a country
         Per Capita Income?
         internet-usage – how widespread?
         What else?

    Investigate development of social networking sites across Europe
         Do Europeans use internationally known sites like myspace or
         Or do they have their country specific solutions? (like studiVZ.net)

    Based on the above results:
        How are the chances for success for studentSN in Turkey?

Page 26   HU -2007
Topics: studentSN.com
Privacy Perceptions in Social Networks

    Becoming a member in a social network site means
        Revealing private data

    This may become an issue
         if users are critical when it comes to revealing private data

    Cross country analysis
        Is the privacy issue a minor problem in some countries?
        So are there indeed different privacy perceptions across European
        Trends of social network adoption in various countries?

Page 27   HU -2007
Topics: studentSN.com
„Clean“ Network - a determinant for success?

    In a social network site with more then 1 million users you will
    have to expect
          users entering fake IDs
          people who are offending other users
          people who are uploading fake and/or offensive fotos to the site

    Does success of a social network site depend on how „clean“ the
    site is?

    Many possible measures to keep the site „clean“, for instance
        Users rating other users who are offensive / have fake IDs etc
        Applying a strict policy like facebook does:
                 You have to have a university-email-adress to become a member
    Do these measures hinder rapid growth of a network?

Page 28   HU -2007
                        Case Studies with
                     LEXTA Consultants Group

                           Led by: Frau Dierke

Page 29   HU -2007
Case Studies

    Selektives IT-Outsourcing - Theorie und Praxis
    Konzept für unternehmensweites, ganzheitliches
    Marktanalyse "Next-Generation RFID"
    Marktanalyse "Kennzahlen der Softwareentwicklung"
    IT-Benchmarking - Vorgehensmodelle und Qualitätskriterien

Page 30   HU -2007
                     Ko-RFID Project

                            Led by:
                      Christoph Tribowski
                       Hanna Krasnova
                       Christoph Goebel

Page 31   HU -2007
 E-Business Case Study
    Seminar SS2007

Topics related to Ko-RFID
 Topic Supervisors

                    Christoph Tribowski
                    +49 2093 1582

                    Hanna Krasnova
                    +49 2093 1582

                   Christoph Goebel
                   +49 2093 1613

Seite 2   Christoph Goebel

     Supply Chain Operations Management
     RFID-enabled Information Exchange

Seite 3   Christoph Goebel
 Supply Chain Operations

                         order                                         Main objective:
     Supplier                                               Achieve highest possible customer
                                                          satisfaction with given resources under
                Procurement Cycle                                  exogenous constraints

          unfinished goods
                                           Manufacturing Cycle

                                        finished goods
                                                                    Replenishment Cycle

 Tactical SCOM = Risk Management                                  picked goods

 Operational SCOM = Efficient order processing

Seite 4    Christoph Goebel
       Supply Chain Operations
       Management (SCOM)
                                                       failure rates
                                   process times
                                                              inventory levels
                                         inventory location

                                                 internal uncertainty
   delivery leadtime
                                                                                               demand volatility
dispute settlement
   wrong quantity         supply                         complex                  demand            demand
                        uncertainty              operational
                                                        operational              uncertainty      information
                                                        processes                   tactical
                                                              operational                       product returns

                                      counting      picking       matching


      Seite 5   Christoph Goebel
 RFID-enabled Collaboration
 in Supply Chain Operations

          Supplier                 Manufacturer            Distributor                Retailer
             operational                 operational               operational           operational
     RFID-Infrastructure         RFID-Infrastructure    RFID-Infrastructure      RFID-Infrastructure

                                            Information Exchange                                       tactical

                             What are the operational and tactical benefits
                              of more accurate and timely information?
                             What information can be generated from RFID-
                                    Data (Smart shelves, gates etc)?

Seite 6   Christoph Goebel
 Ko-RFID Praxisprojekt

Seite 7   Christoph Goebel
             Vertical and Horizontal Information
                Exchange in Supply Chains
                   – Threats and Promises
          Literature focus on vertical upstream information („Bullwhip
          Few results on vertical downstream and horizontal information
           • Provide overview on what kind of vertical downstream and horizontal
             information sharing is possible
           • Collect evidence on these information sharing practices in different industries
           • Devise methods for the scanario-based evaluation of benefits and downsides
             of these information sharing agreements

Seite 8     Christoph Goebel
                 Supply Chain Coordination with
                     – Theory and Practice
          Theoretical evidence of the benefits provided by innovative supply
          chain contracts
          Little research on the relevant factors preventing the adoption of
          these contracts
           • Provide a clear and comprehensive exposition highlighting the theoretical
             advantages of innovative contracts for SCM
           • Collect empirical evidence on the actual adoption of innovative contract types
             including information like freqeuncy, industries, perceived benefits, adoption
             barriers etc.
           • Conclude on the gap between theory and practice and possible reasons
Seite 9     Christoph Goebel
            Research on the Marketing/Operations
            – Leveraging Downstream Information
           Competitive advantages by integration of marketing and
           operations documeted, e.g. demand control in the airline industry
           However, coordination of decisions in marketing and operations
           still not very common in practice
            • Describe possible interactions of marketing and operations in a supply chain
              and the information that needs to be exchanged to realize them
            • Review current literature in the field
            • Pick one particular scenario and devise a quantitative methodology to
              measure the value of downstream information in marketing

Seite 10     Christoph Goebel
                Develop your own RFID Investment
                      Decision Support Tool

           Several so-called RFID-Calculators available
           All of them concentrate either a specific kind of benefit/industry or
           they do not clearly separate the different investment scenarios
            • Outline the shortcomings of a sample RFID-Calculator that will be provided
            • Develop your own ways to pool and structurize the benefits provided by
            • Develop your own metrics to measure these benefits
            • Implement your ideas using MS Excel

Seite 11     Christoph Goebel
 More Topics

     Market Study: Fast Fashion Industry in Germany (Krasnova)
     Market Study: Fast Retailing in Germany (Krasnova)
     Power Structures and Verticalization in the Apparel Supply Chain (Krasnova)
     Apparel Industry: Relations with Suppliers, Trust View (Krasnova)
     Simulation of Supply Chain Operations using Discrete Event Simulation (Goebel)
     Evaluation of Collaborative Strategies using Discrete Event Simulation (Goebel)
     The Application of Total Quality Management to a Textile Supply Chain: A Case Study
     Certification vs. Self-assessment: A Comparison in the Context of Quality Management in a
     Textile Supply Chain (Tribowski)
     Investigation of the Appropriateness of Several Techniques for Quality Management in a
     Textile Supply Chain: A Case Study (Tribowski)

Seite 12   Christoph Goebel
                               Danke für die

Seite 13   Christoph Goebel