FROM IDEAS TO APPLICATION: REAL CAS

FROM IDEAS TO APPLICATION: REAL CASES
A Blooming Web Business
Flowers are a highly perishable product. Most pass
their useful commercial life within hours. Therefore,
ensuring timely arrangement, packaging, and delivery
is of utmost importance for the survival of any florist,
let alone one that operates on the Web.
1800Flowers.com, Inc. is the oldest online florist.
Jim McCann opened a single flower shop on Long
Island in 1976. Within a few years he augmented it into
a chain of 14 flower shops in the New York City metropolitan
area. In 1986, he acquired the telephone number
1-800-356-9377, which allowed him to advertise the
company as 1-800-FLOWERS to receive orders by
phone. He registered it as a trademark. In 1995, he
acquired the domain name 1-800-FLOWERS.COM, registered
it, too, as a trademark, and opened a Web site.
The domain name has since become one of the most
recognized brands in gift retailing.

Thinking About the Case
1. 1-800-FLOWERS.COM promises its Web affiliates that
it will pay them a commission even if a customer
made a purchase at 1-800-FLOWERS.COM several
days after the visit at the original site. How can 1-800-
FLOWERS know that a customer visited the original
business and when?

2. What is the purpose of maintaining three sites at
three different locations?
3. What is the purpose of freezing all changes to the
sites some time before Valentine’s Day?
4. Business that comes through the Web is the most
profitable for the company. Why?
5. How difficult is it at 1-800-FLOWERS.COM to plan
upgrades, testing, and changes to the Web sites?
Banking on Web Technologies
Sovereign Bank, the 18th largest bank in the United
States, is based in Reading, Pennsylvania and has
financial assets of $82 billion. It employs more than
10,000 people, operates more than 800 branches
throughout the northeastern region of the United
States, and maintains over 2,000 ATMs. Sovereign has
experienced a dramatic increase in the number of customers
doing business through its Web site. Management
believes that a key to increasing its customer
base is to offer a large financial institution’s services in
a personal manner typical of small community banks.
To that end, the bank is relying on consumer-centric
multichannel marketing. In marketing, a channel is a
manner in which the marketing effort is carried out:
mail, e-mail, Web advertising, newspaper advertising,
and so forth.

Challenges of Global
Information Systems
LEARNING

LEARNING OBJECTIVES
A growing number of organizations operate globally or, at least, in more than one
geographic market. These organizations face some challenges that have a considerable
impact on their information systems. The organizations have to meet the
demands of global operations by providing international ISs to accommodate the
free flow of information both within a single company’s divisions and between
multinational corporations. These issues are important because so many companies
operate a Web site, and Web sites are accessible globally. For professionals, this
means a growing need to understand other cultures, standards, and legal systems
when applying and using information systems.
When you finish this chapter, you will be able to:
 Explain why multinational corporations must use global information systems.
 Provide elementary advice for designing Web sites for an international audience.
 Cite the cultural, legal, and other challenges to implementing international information
systems.

Hasil (Bahasa Indonesia) 1:

FROM IDEAS TO APPLICATION: REAL CASESA Blooming Web BusinessFlowers are a highly perishable product. Most passtheir useful commercial life within hours. Therefore,ensuring timely arrangement, packaging, and deliveryis of utmost importance for the survival of any florist,let alone one that operates on the Web.1800Flowers.com, Inc. is the oldest online florist.Jim McCann opened a single flower shop on LongIsland in 1976. Within a few years he augmented it intoa chain of 14 flower shops in the New York City metropolitanarea. In 1986, he acquired the telephone number1-800-356-9377, which allowed him to advertise thecompany as 1-800-FLOWERS to receive orders byphone. He registered it as a trademark. In 1995, heacquired the domain name 1-800-FLOWERS.COM, registeredit, too, as a trademark, and opened a Web site.The domain name has since become one of the mostrecognized brands in gift retailing.Thinking About the Case1. 1-800-FLOWERS.COM promises its Web affiliates thatit will pay them a commission even if a customermade a purchase at 1-800-FLOWERS.COM severaldays after the visit at the original site. How can 1-800-FLOWERS know that a customer visited the originalbusiness and when?2. What is the purpose of maintaining three sites atthree different locations?3. What is the purpose of freezing all changes to thesites some time before Valentine’s Day?4. Business that comes through the Web is the mostmenguntungkan bagi perusahaan. Mengapa?5. bagaimana itu sulit di 1-800-FLOWERS.COM untuk merencanakanupgrade, pengujian, dan perubahan ke situs Web?Perbankan pada teknologi WebBerdaulat Bank, bank terbesar 18 di AmerikaSerikat, berbasis di Reading, Pennsylvania dan memilikiaset keuangan sebesar $82 miliar. Mempekerjakan lebih dari10.000 orang, mengoperasikan lebih dari 800 cabangseluruh wilayah Timur Laut AmerikaMenyatakan, dan mempertahankan lebih dari 2.000 ATM. Berdaulat telahmengalami peningkatan yang dramatis dalam jumlah pelangganmelakukan bisnis melalui situs Web. Manajemenpercaya bahwa kunci untuk meningkatkan pelangganbasis adalah untuk menawarkan layanan lembaga keuangan yang besar disikap pribadi khas Bank komunitas kecil.Untuk itu, bank adalah bergantung pada konsumen-sentrisMultichannel pemasaran. Dalam pemasaran, saluran inicara di mana upaya pemasaran yang dilakukan:Surat, e-mail, Web iklan koran iklan,dan sebagainya.Tantangan globalSistem informasiBELAJARTUJUAN PEMBELAJARANSemakin banyak organisasi beroperasi secara global atau, setidaknya, di lebih dari satupasar geografis. Organisasi-organisasi tersebut menghadapi beberapa tantangan yang cukupdampak pada sistem informasi mereka. Organisasi harus memenuhituntutan operasi global dengan menyediakan ISs internasional untuk mengakomodasiarus informasi dalam divisi-divisi perusahaan tunggal dan antara bebasperusahaan multinasional. Masalah ini sangat penting karena begitu banyak perusahaanmengoperasikan situs Web, dan situs Web dapat diakses secara global. Untuk profesional, iniberarti meningkatnya kebutuhan untuk memahami budaya lain, standar, dan sistem hukumKetika menerapkan dan menggunakan sistem informasi.Setelah Anda selesai bab ini, Anda akan dapat:Menjelaskan mengapa perusahaan multinasional harus menggunakan sistem informasi global.Memberikan saran SD untuk merancang situs Web untuk khalayak internasional.Mengutip tantangan budaya, hukum dan lainnya untuk melaksanakan informasi internasionalsistem.