The use of information technology and business process reengineering in global marketing activities, a case study

Pao Yue-kong Library Electronic Theses Database

The use of information technology and business process reengineering in global marketing activities, a case study

 

Author: Yim, Lui-ho John
Title: The use of information technology and business process reengineering in global marketing activities, a case study
Degree: M.Sc.
Year: 1998
Subject: Cookson Group. Electronic Materials Division
Export marketing -- Management -- Case studies
Information technology -- Case studies
Reengineering (Management) -- Case studies
International business enterprises -- Case studies
Hong Kong Polytechnic University -- Dissertations
Department: Dept. of Computing
Pages: 129 leaves : ill. ; 29 cm
Language: English
InnoPac Record: http://library.polyu.edu.hk/record=b1439131
URI: http://theses.lib.polyu.edu.hk/handle/200/1517
Abstract: This research study is aimed at finding the relationship of different factors influencing the success of the groupware in a multinational corporation's marketing activities. Using a real life case study, the SCAN project in Electronic Materials Division (EMD), Cookson Group, to investigate the successful implementation of BPR. Data are collected from three different sources in the study; hard data, questionnaire, and interview. The hard data is the actual usage record of the user that provides the usage pattern of the system such as the zero usage, and the regional usage. Questionnaire is used for a quantitative survey of the system. A total of 252 systems users received the questionnaires, and 53 users reply and two are not completed that a total of 51 users input are used in the quantitative study. The respond rate is 21% of the active users in the system. This part evaluates the user behavior in different dimensions such as the management support, training and come up with the factual phenomena. Interview is conduced next in order to find the reasons behind those factual phenomena. The system administrator in Asia Pacific, the EDP manager in the regional headquarters and four sales managers are interviewed. Based on the findings, a conceptual model named "Internal Forces Model" is developed to explain the phenomena in the company. There are four dimensions in the model, which includes the organizational support, user, culture and information technology. The four dimensions are weighted in different scale according to the degree of influence to the success. The potential success of the SCAN system is evaluated according to the model and come up an indicator of system success. Some important findings are discovered in the study such as the values and reason behind the system must be notified and user should deeply understand the system objective; sharing information is difficult within the organization; changes the way people work; the benefits of the system must clearly show to user. The developed "Internal Forces Model" is a powerful tool to determine the potential success of the system and where should be focus for improvement.

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