case study for information management...
TRANSCRIPT
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Case Study for Information Management
資訊管理個案
1
1031CSIM4C07 TLMXB4C (M1824)
Tue 2, 3, 4 (9:10-12:00) B425
Telecommunications, the Internet, and
Wireless Technology:
Google, Apple, and Microsoft (Chap. 7)
Min-Yuh Day
戴敏育 Assistant Professor
專任助理教授 Dept. of Information Management, Tamkang University
淡江大學 資訊管理學系
http://mail. tku.edu.tw/myday/
2014-10-28
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週次 (Week) 日期 (Date) 內容 (Subject/Topics)
1 103/09/16 Introduction to Case Study for Information Management
2 103/09/23 Information Systems in Global Business: UPS (Chap. 1)
3 103/09/30 Global E-Business and Collaboration: NTUC Income (Chap. 2)
4 103/10/07 Information Systems, Organization, and Strategy: iPad and Apple (Chap. 3)
5 103/10/14 IT Infrastructure and Emerging Technologies: Salesforce.com (Chap. 5)
6 103/10/21 Foundations of Business Intelligence: Lego (Chap. 6)
課程大綱 (Syllabus)
2
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週次 (Week) 日期 (Date) 內容 (Subject/Topics)
7 103/10/28 Telecommunications, the Internet, and Wireless Technology: Google, Apple, and Microsoft (Chap. 7)
8 103/11/04 Securing Information System: Facebook (Chap. 8)
9 103/11/11 Midterm Report (期中報告)
10 103/11/18 期中考試週
11 103/11/25 Enterprise Application: Border States Industries Inc. (BSE) (Chap. 9)
12 103/12/02 E-commerce: Amazon vs. Walmart (Chap. 10)
3
課程大綱 (Syllabus)
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週次 日期 內容(Subject/Topics)
13 103/12/09 Knowledge Management: Tata Consulting Services (Chap. 11)
14 103/12/16 Enhancing Decision Making: CompStat (Chap. 12)
15 103/12/23 Building Information Systems: Electronic Medical Records (Chap. 13)
16 103/12/30 Managing Projects: JetBlue and WestJet (Chap. 14)
17 104/01/06 Final Report (期末報告)
18 104/01/13 期末考試週
4
課程大綱 (Syllabus)
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Chap. 7 Telecommunications,
the Internet, and Wireless Technology:
Google, Apple, and Microsoft
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Case Study: Google, Apple, and Microsoft (Chap. 7)
Google, Apple, and Microsoft struggle for Your Internet Experience
1. Define and compare the business models and areas of strength of Apple, Google, and Microsoft.
2. Why is mobile computing so important to these three firms? Evaluate the mobile platform offerings of each firm.
3. What is the significance of applications and app stores to the success or failure of mobile computing?
4. Which company and business model do you believe will prevail in this epic struggle? Explain your answer.
5. What difference would it make to you as a manager or individual consumer if Apple, Google, or Microsoft dominated the Internet experience? Explain your answer.
6 Source: Kenneth C. Laudon & Jane P. Laudon (2012), Management Information Systems: Managing the Digital Firm, Twelfth Edition, Pearson.
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Overview of Fundamental MIS Concepts
7 Source: Kenneth C. Laudon & Jane P. Laudon (2012), Management Information Systems: Managing the Digital Firm, Twelfth Edition, Pearson.
Management
Organization
Technology
Information System
Business Challenges
Business Solutions
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Understanding Business Model
• Business Model
• Revenue Model
• Business Strategy
• Business Strategy and Information System Alignment
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Business Model
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Value 10
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Business Model
11 Source: Alexander Osterwalder & Yves Pigneur, Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers, Wiley, 2010.
Key Activities
Key Resources
Customer Segments
Key Partners
Customer Relationships
Channels
Revenue Streams
Cost Structure
Value Proposition
1 2
3
6
7
4
9 5
8
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Definition of Business Model
A business model describes the rationale of
how an organization creates, delivers, and captures
value.
12 Source: Alexander Osterwalder & Yves Pigneur, Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers, Wiley, 2010.
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E-commerce Business Models
1. Portal
2. E-tailer
3. Content Provider
4. Transaction Broker
5. Market Creator
6. Service Provider
7. Community Provider
13 Source: Kenneth C. Laudon & Jane P. Laudon (2012), Management Information Systems: Managing the Digital Firm, Twelfth Edition, Pearson.
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E-commerce Revenue Models
1. Advertising
2. Sales
3. Subscription
4. Free/Freemium
5. Transaction Fee
6. Affiliate
14 Source: Kenneth C. Laudon & Jane P. Laudon (2012), Management Information Systems: Managing the Digital Firm, Twelfth Edition, Pearson.
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Types of E-commerce
1. Business-to-consumer (B2C)
2. Business-to-business (B2B)
3. Consumer-to-consumer (C2C)
4. Mobile commerce (m-commerce)
15 Source: Kenneth C. Laudon & Jane P. Laudon (2012), Management Information Systems: Managing the Digital Firm, Twelfth Edition, Pearson.
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Definition of Business Model
A business model describes the rationale of
how an organization creates, delivers, and captures
value.
16 Source: Alexander Osterwalder & Yves Pigneur, Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers, Wiley, 2010.
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Business Model Canvas
17
Source: http://nonlinearthinking.typepad.com/nonlinear_thinking/2008/07/the-business-model-canvas.html
Key Activities
Key Resources
Key Partners
Customer Segments
Channels
Value Preposition
Customer Relationships
Revenue Streams
Cost Structure
https://www.youtube.com/watch?v=QoAOzMTLP5s
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Business Model Canvas
18
Source: http://nonlinearthinking.typepad.com/nonlinear_thinking/2008/07/the-business-model-canvas.html
Key Activities
Key Resources
Key Partners
Customer Segments
Channels
Value Preposition
Customer Relationships
Revenue Streams
Cost Structure
https://www.youtube.com/watch?v=QoAOzMTLP5s
Product Customer
Interface
Infrastructure
Management
Financial
Aspects
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Business Model Canvas Explained
19 Source: http://www.youtube.com/watch?v=QoAOzMTLP5s
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The 9 Building Blocks of Business Model
20 Source: Alexander Osterwalder & Yves Pigneur, Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers, Wiley, 2010.
1 2
3
6
7
4
9 5
8
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21
The 9 Building Blocks of Business Model
Source: Alexander Osterwalder & Yves Pigneur, Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers, Wiley, 2010.
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The 9 Building Blocks of Business Model
1. Customer Segments
– An organization serves one or several Customer Segments.
2. Value Propositions
– It seeks to solve customer problems and satisfy customer needs with value propositions.
3. Channels
– Value propositions are delivered to customers through communication, distribution, and sales Channels.
4. Customer Relationships
– Customer relationships are established and maintained with each Customer Segment.
22 Source: Alexander Osterwalder & Yves Pigneur, Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers, Wiley, 2010.
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5. Revenue Streams
– Revenue streams result from value propositions successfully offered to customers.
6. Key Resources
– Key resources are the assets required to offer and deliver the previously described elements…
7. Key Activities
– …by performing a number of Key Activities.
8. Key Partnerships
– Some activities are outsourced and some resources are acquired outside the enterprise.
9. Cost Structure
– The business model elements result in the cost structure.
23
The 9 Building Blocks of Business Model
Source: Alexander Osterwalder & Yves Pigneur, Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers, Wiley, 2010.
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Business Model
24 Source: Alexander Osterwalder & Yves Pigneur, Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers, Wiley, 2010.
Key Activities
Key Resources
Customer Segments
Key Partners
Customer Relationships
Channels
Revenue Streams
Cost Structure
Value Proposition
1 2
3
6
7
4
9 5
8
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Business Model Generation
25 Source: Alexander Osterwalder & Yves Pigneur, Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers, Wiley, 2010.
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Business Model Generation
26 Source: Alexander Osterwalder & Yves Pigneur, Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers, Wiley, 2010.
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27 Source: Alexander Osterwalder & Yves Pigneur, Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers, Wiley, 2010.
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28 Source: http://bmimatters.com/tag/business-model-canvas-examples/
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29 Source: http://bmimatters.com/tag/business-model-canvas-examples/
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30 Source: http://bmimatters.com/tag/business-model-canvas-examples/
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31 Source: http://bmimatters.com/tag/business-model-canvas-examples/
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32 Source: http://bmimatters.com/tag/business-model-canvas-examples/
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33 Source: http://bmimatters.com/tag/business-model-canvas-examples/
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34 Source: http://businessmodelcombo.wordpress.com/2011/02/04/what-would-a-sustainable-techno-cake-business-model-look-like/ 34
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35 Source: Philip Kotler & Kevin Lane Keller, Marketing Management, 14th ed., Pearson, 2012
Customer Value
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Marketing
“Meeting needs
profitably” 36 Source: Philip Kotler & Kevin Lane Keller, Marketing Management, 14th ed., Pearson, 2012
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Value
the sum of the tangible and
intangible benefits and costs
37 Source: Philip Kotler & Kevin Lane Keller, Marketing Management, 14th ed., Pearson, 2012
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Value
38
Total customer
benefit Customer perceived
value Total
customer
cost
Source: Philip Kotler & Kevin Lane Keller, Marketing Management, 14th ed., Pearson, 2012
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Customer Value Triad Quality, Service, and Price
(qsp)
39
Quality
Service Price
Source: Philip Kotler & Kevin Lane Keller, Marketing Management, 14th ed., Pearson, 2012
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Value and Satisfaction
• Marketing
– identification, creation, communication, delivery, and monitoring of customer value.
• Satisfaction
– a person’s judgment of a product’s perceived performance in relationship to expectations
40 Source: Philip Kotler & Kevin Lane Keller, Marketing Management, 14th ed., Pearson, 2012
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Building Customer Value,
Satisfaction, and
Loyalty 41 Source: Philip Kotler & Kevin Lane Keller, Marketing Management, 14th ed., Pearson, 2012
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Customer Perceived Value
42
Product benefit
Services benefit
Personnel benefit
Image benefit
Total customer
benefit Customer perceived
value Total
customer
cost
Monetary cost
Time cost
Energy cost
Psychological cost
Source: Philip Kotler & Kevin Lane Keller, Marketing Management, 14th ed., Pearson, 2012
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Satisfaction
“a person’s feelings of pleasure or disappointment that result from comparing a product’s perceived performance (or outcome) to expectations”
43 Source: Philip Kotler & Kevin Lane Keller, Marketing Management, 14th ed., Pearson, 2012
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Loyalty
44
“a deeply held commitment to
rebuy or repatronize
a preferred product or service
in the future
despite situational influences and
marketing efforts having the
potential to cause switching
behavior.”
Source: Philip Kotler & Kevin Lane Keller, Marketing Management, 14th ed., Pearson, 2012
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Customer Perceived Value, Customer Satisfaction, and Loyalty
45
Customer Perceived
Performance
Customer Expectations
Customer Perceived
Value
Customer Satisfaction
Customer Loyalty
Source: Philip Kotler & Kevin Lane Keller, Marketing Management, 14th ed., Pearson, 2012
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CFO-COO Finance and Operations (Lagging)
CEO CIO CFO
46 Source: http://www.r3now.com/what-is-the-proper-relationship-for-the-cio-ceo-and-cfo/
CIO Enterprise Technology Integration
CEO Strategy and
Sales (Leading)
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CEO CIO CMO
47
CMO Marketing
Communication
CIO Enterprise Technology Integration
CEO Strategy and
Sales (Leading)
Adapted from: http://www.r3now.com/what-is-the-proper-relationship-for-the-cio-ceo-and-cfo/
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CEO CIO CMO
48 Adapted from: http://www.argowiki.com/index.php?title=The_Relationship_Between_the_CEO_and_CIO
Strategy
Tactics
Operations
Vision
Mission
Goals
Objectives
Tasks
CMO CIO
CEO
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Nothing is
so practical as a
good theory
49 Source: Backer & Saren (2009), Marketing Theory: A Student Text, 2nd Edition, Sage
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COMPONENTS OF A SIMPLE COMPUTER NETWORK
50 Source: Kenneth C. Laudon & Jane P. Laudon (2012), Management Information Systems: Managing the Digital Firm, Twelfth Edition, Pearson.
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CORPORATE NETWORK INFRASTRUCTURE
51 Source: Kenneth C. Laudon & Jane P. Laudon (2012), Management Information Systems: Managing the Digital Firm, Twelfth Edition, Pearson.
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PACKED-SWITCHED NETWORKS AND PACKET COMMUNICATIONS
52 Source: Kenneth C. Laudon & Jane P. Laudon (2012), Management Information Systems: Managing the Digital Firm, Twelfth Edition, Pearson.
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THE TRANSMISSION CONTROL PROTOCOL/ INTERNET PROTOCOL (TCP/IP) REFERENCE MODEL
53 Source: Kenneth C. Laudon & Jane P. Laudon (2012), Management Information Systems: Managing the Digital Firm, Twelfth Edition, Pearson.
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FUNCTIONS OF THE MODEM
54 Source: Kenneth C. Laudon & Jane P. Laudon (2012), Management Information Systems: Managing the Digital Firm, Twelfth Edition, Pearson.
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NETWORK TOPOLOGIES
55 Source: Kenneth C. Laudon & Jane P. Laudon (2012), Management Information Systems: Managing the Digital Firm, Twelfth Edition, Pearson.
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BP’S SATELLITE TRANSMISSION SYSTEM
56 Source: Kenneth C. Laudon & Jane P. Laudon (2012), Management Information Systems: Managing the Digital Firm, Twelfth Edition, Pearson.
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THE DOMAIN NAME SYSTEM
57 Source: Kenneth C. Laudon & Jane P. Laudon (2012), Management Information Systems: Managing the Digital Firm, Twelfth Edition, Pearson.
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INTERNET NETWORK ARCHITECTURE
58 Source: Kenneth C. Laudon & Jane P. Laudon (2012), Management Information Systems: Managing the Digital Firm, Twelfth Edition, Pearson.
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CLIENT/SERVER COMPUTING ON THE INTERNET
59 Source: Kenneth C. Laudon & Jane P. Laudon (2012), Management Information Systems: Managing the Digital Firm, Twelfth Edition, Pearson.
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HOW VOICE OVER IP WORKS
60 Source: Kenneth C. Laudon & Jane P. Laudon (2012), Management Information Systems: Managing the Digital Firm, Twelfth Edition, Pearson.
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A VIRTUAL PRIVATE NETWORK USING THE INTERNET
61 Source: Kenneth C. Laudon & Jane P. Laudon (2012), Management Information Systems: Managing the Digital Firm, Twelfth Edition, Pearson.
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HOW GOOGLE WORKS
62 Source: Kenneth C. Laudon & Jane P. Laudon (2012), Management Information Systems: Managing the Digital Firm, Twelfth Edition, Pearson.
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TOP U.S. WEB SEARCH ENGINES
63 Source: Kenneth C. Laudon & Jane P. Laudon (2012), Management Information Systems: Managing the Digital Firm, Twelfth Edition, Pearson.
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Web 2.0 • Four defining features
1. Interactivity
2. Real-time user control
3. Social participation
4. User-generated content
• Technologies and services behind these features
– Cloud computing
– Blogs/RSS
– Mashups & widgets
– Wikis
– Social networks
64 Source: Kenneth C. Laudon & Jane P. Laudon (2012), Management Information Systems: Managing the Digital Firm, Twelfth Edition, Pearson.
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Web 3.0: The Future Web
• Web 3.0 − the Semantic Web – Effort of W3C to add meaning to existing Web
– Make searching more relevant to user
• Other visions – More “intelligent” computing
– 3D Web
– Pervasive Web
– Increase in cloud computing, SaaS
– Ubiquitous connectivity between mobile and other access devices
– Make Web a more seamless experience
65 Source: Kenneth C. Laudon & Jane P. Laudon (2012), Management Information Systems: Managing the Digital Firm, Twelfth Edition, Pearson.
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A BLUETOOTH NETWORK (PAN)
66 Source: Kenneth C. Laudon & Jane P. Laudon (2012), Management Information Systems: Managing the Digital Firm, Twelfth Edition, Pearson.
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AN 802.11 WIRELESS LAN
67 Source: Kenneth C. Laudon & Jane P. Laudon (2012), Management Information Systems: Managing the Digital Firm, Twelfth Edition, Pearson.
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HOW RFID WORKS
68 Source: Kenneth C. Laudon & Jane P. Laudon (2012), Management Information Systems: Managing the Digital Firm, Twelfth Edition, Pearson.
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A WIRELESS SENSOR NETWORK
69 Source: Kenneth C. Laudon & Jane P. Laudon (2012), Management Information Systems: Managing the Digital Firm, Twelfth Edition, Pearson.
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Case Study: Facebook (Chap. 8) (pp.319-320)
You’re on Facebook? Watch out!
70 Source: Kenneth C. Laudon & Jane P. Laudon (2012), Management Information Systems: Managing the Digital Firm, Twelfth Edition, Pearson.
1. What are the key security issues of the Facebook?
2. Why is social-media malware hurting small business?
3. How to manage your Facebook security and privacy?
4. What are the components of an organizational framework for security and control?
5. Security isn’t simply a technology issue, it’s a business issue. Discuss.
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資訊管理個案 (Case Study for Information Management)
1. 請同學於資訊管理個案討論前 應詳細研讀個案,並思考個案研究問題。
2. 請同學於上課前複習相關資訊管理相關 理論,以作為個案分析及擬定管理對策的依據。
3. 請同學於上課前 先繳交個案研究問題書面報告。
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References
– Kenneth C. Laudon & Jane P. Laudon (2012), Management Information Systems: Managing the Digital Firm, Twelfth Edition, Pearson.
– 周宣光 譯 (2011), 資訊管理系統-管理數位化公司, 第12版,東華書局
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