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8.6 Advertising and Social Networks: A Work in Progress
Learning Objectives After studying this section you should be able to do the following: Describe the differences in the Facebook and Google ad models. Explain the Hunt versus Hike metaphor, contrast...
View Article8.7 Privacy Peril: Beacon and the TOS Debacle
Learning Objectives After studying this section you should be able to do the following: Understand the difference between opt-in and opt-out efforts. Recognize how user issues and procedural...
View Article8.8 Predators and Privacy
Learning Objectives After studying this section you should be able to do the following: Understand the extent and scope of the predator problem on online social networks. Recognize the steps firms are...
View Article8.9 One Graph to Rule Them All: Facebook Takes Over the Web
Learning Objectives After studying this section you should be able to do the following: Describe Facebook’s efforts to integrate its service with other Web sites and the potential strategic benefit...
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8.10 Is Facebook Worth It?
Learning Objectives After studying this section you should be able to do the following: Question the $15 billion valuation so often cited by the media. Understand why Microsoft might be willing to...
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9.1 Introduction
Learning Objectives After studying this section you should be able to do the following: Recognize the importance of software and its implications for the firm and strategic decision making. Understand...
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9.2 Operating Systems
Learning Objectives After studying this section you should be able to do the following: Understand what an operating system is and why computing devices require operating systems. Appreciate how...
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9.3 Application Software
Learning Objectives After studying this section you should be able to do the following: Appreciate the difference between desktop and enterprise software. List the categories of enterprise software....
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9.4 Distributed Computing
Learning Objectives After studying this section you should be able to do the following: Understand the concept of distributed computing and its benefits. Understand the client-server model of...
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9.5 Writing Software
Learning Objectives After studying this section you should be able to do the following: Understand, at a managerial level, what programming languages are and how software is developed. Recognize that...
View Article9.6 Total Cost of Ownership (TCO): Tech Costs Go Way beyond the Price Tag
Learning Objectives After studying this section you should be able to do the following: List the different cost categories that comprise total cost of ownership. Understand that once a system is...
View Article10.1 Introduction
Learning Objectives After studying this section you should be able to do the following: Understand how low marginal costs, network effects, and switching costs have combined to help create a huge and...
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10.2 Open Source
Learning Objectives After studying this section you should be able to do the following: Define open source software and understand how it differs from conventional offerings. Provide examples of open...
View Article10.3 Why Open Source?
Learning Objectives After studying this section you should be able to do the following: Know the primary reasons firms choose to use OSS. Understand how OSS can beneficially impact industry and...
View Article10.4 Examples of Open Source Software
Learning Objectives After studying this section you should be able to do the following: Recognize that just about every type of commercial product has an open source equivalent. Be able to list...
View Article10.5 Why Give It Away? The Business of Open Source
Learning Objectives After studying this section you should be able to do the following: Understand the disproportional impact OSS has on the IT market. Understand how vendors make money on open...
View Article10.6 Cloud Computing: Hype or Hope?
Learning Objectives After studying this section you should be able to do the following: Understand the concept of cloud computing. Identify the two major categories of cloud computing. Oracle Chairman...
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10.7 The Software Cloud: Why Buy When You Can Rent?
Learning Objectives After studying this section you should be able to do the following: Know how firms using SaaS products can dramatically lower several costs associated with their information...
View Article10.8 SaaS: Not without Risks
Learning Objective After studying this section you should be able to do the following: Be able to list and appreciate the risks associated with SaaS. Like any technology, we also recognize there is...
View Article10.9 The Hardware Cloud: Utility Computing and Its Cousins
Learning Objectives After studying this section you should be able to do the following: Distinguish between SaaS and hardware clouds. Provide examples of firms and uses of hardware clouds. Understand...
View Article10.10 Clouds and Tech Industry Impact
Learning Objectives After studying this section you should be able to do the following: Understand how cloud computing’s impact across industries is proving to be broad and significant. Know the...
View Article10.11 Virtualization: Software That Makes One Computer Act Like Many
Learning Objectives After studying this section you should be able to do the following: Know what virtualization software is and its impact on cloud computing. Be able to list the benefits to a firm...
View Article10.12 Make, Buy, or Rent
Learning Objectives After studying this section you should be able to do the following: Know the options managers have when determining how to satisfy the software needs of their companies. Know the...
View Article11.1 Introduction
Learning Objectives After studying this section you should be able to do the following: Understand how increasingly standardized data, access to third-party data sets, cheap, fast computing and...
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11.2 Data, Information, and Knowledge
Learning Objectives After studying this section you should be able to do the following: Understand the difference between data and information. Know the key terms and technologies associated with data...
View Article11.3 Where Does Data Come From?
Learning Objectives After studying this section you should be able to do the following: Understand various internal and external sources for enterprise data. Recognize the function and role of data...
View Article11.4 Data Rich, Information Poor
Learning Objectives After studying this section you should be able to do the following: Know and be able to list the reasons why many organizations have data that can’t be converted to actionable...
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11.5 Data Warehouses and Data Marts
Learning Objectives After studying this section you should be able to do the following: Understand what data warehouses and data marts are and the purpose they serve. Know the issues that need to be...
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11.6 The Business Intelligence Toolkit
Learning Objectives After studying this section you should be able to do the following: Know the tools that are available to turn data into information. Identify the key areas where businesses...
View Article11.7 Data Asset in Action: Technology and the Rise of Wal-Mart
Learning Objectives After studying this section you should be able to do the following: Understand how Wal-Mart has leveraged information technology to become the world’s largest retailer. Be aware of...
View Article11.8 Data Asset in Action: Harrah’s Solid Gold CRM for the Service Sector
Learning Objectives After studying this section you should be able to do the following: Understand how Harrah’s has used IT to move from an also-ran chain of casinos to become the largest gaming...
View Article12.1 Introduction
There’s all sorts of hidden magic happening whenever you connect to the Internet. But what really makes it possible for you to reach servers halfway around the world in just a fraction of a second?...
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12.2 Internet 101: Understanding How the Internet Works
Learning Objectives After studying this section you should be able to do the following: Describe how the technologies of the Internet combine to answer these questions: What are you looking for? Where...
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12.3 Getting Where You’re Going
Learning Objectives After studying this section you should be able to do the following: Understand the layers that make up the Internet—application protocol, transmission control protocol, and...
View Article12.4 Last Mile: Faster Speed, Broader Access
Learning Objectives After studying this section you should be able to do the following: Understand the last-mile problem and be able to discuss the pros and cons of various broadband technologies,...
View Article13.1 Introduction
Learning Objectives After studying this section you should be able to do the following: Recognize that information security breaches are on the rise. Understand the potentially damaging impact of...
View Article13.2 Why Is This Happening? Who Is Doing It? And What’s Their Motivation?
Learning Objectives After studying this section you should be able to do the following: Understand the source and motivation of those initiating information security attacks. Relate examples of...
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13.3 Where Are Vulnerabilities? Understanding the Weaknesses
Learning Objectives After studying this section you should be able to do the following: Recognize the potential entry points for security compromise. Understand infiltration techniques such as social...
View Article13.4 Taking Action
Learning Objectives After studying this section you should be able to do the following: Identify critical steps to improve your individual and organizational information security. Be a tips, tricks,...
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14.1 Introduction
Learning Objectives After studying this section you should be able to do the following: Understand the extent of Google’s rapid rise and its size and influence when compared with others in the media...
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14.2 Understanding Search
Learning Objectives After studying this section you should be able to do the following: Understand the mechanics of search, including how Google indexes the Web and ranks its organic search results....
View Article14.3 Understanding the Increase in Online Ad Spending
Learning Objectives After studying this section you should be able to do the following: Understand how media consumption habits are shifting. Be able to explain the factors behind the growth and...
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14.4 Search Advertising
Learning Objectives After studying this section you should be able to do the following: Understand Google’s search advertising revenue model. Know the factors that determine the display and ranking of...
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14.5 Ad Networks—Distribution beyond Search
Learning Objectives After studying this section you should be able to do the following: Understand ad networks, and how ads are distributed and served based on Web site content. Recognize how ad...
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14.6 More Ad Formats and Payment Schemes
Learning Objectives After studying this section you should be able to do the following: Know the different formats and media types that Web ads can be displayed in. Know the different ways ads are...
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14.7 Customer Profiling and Behavioral Targeting
Learning Objectives After studying this section you should be able to do the following: Be familiar with various tracking technologies and how they are used for customer profiling and ad targeting....
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14.8 Profiling and Privacy
Learning Objectives After studying this section you should be able to do the following: Understand the privacy concerns that arise as a result of using third-party or tracking cookies to build user...
View Article14.9 Search Engines, Ad Networks, and Fraud
Learning Objectives After studying this section you should be able to do the following: Be able to identify various types of online fraud, as well as the techniques and technologies used to perpetrate...
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14.10 The Battle Unfolds
Learning Objectives After studying this section you should be able to do the following: Understand the challenges of maintaining growth as a business and industry mature. Recognize how the businesses...
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Publisher Information
Information Systems: A Manager’s Guide to Harnessing Technology is adapted from a work produced and distributed under a Creative Commons license (CC BY-NC-SA) in 2010 by a publisher who has requested...
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