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Case Study: Evolving from Information

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Case study: Evolving from Information to Insight

A forward-looking company must stay ahead of the technological curve to gain competitive advantage. In this case, the authors, Glover, Sanjay, and Baiju, mentioned business leaders should concern some of the necessary processes to evolve from information to insight (i.e., infrastructure, data capture ability, utilization of the technical ability, etc.). In other words, companies that aim at enforcing more IT strength to thriving should pay attention to the knowledge management, business intelligence, and analytics.

Knowledge management is a fundamental factor to get the insight of the company’s innovation. Knowledge management includes the processes necessary to generate, capture, codify, and transfer knowledge across the organization to competitive advantage. (Pearslon, 2013. P327) Glover enriches the context of the knowledge that company need to take into consideration.
At first, the types of information (i.e., business process information, physical-world observations, biological data, public data, and data that indicate personal preferences or intentions) and related data accessibility should be included in the management process. As the data streams increasing rapidly, company should pay attention to the data context that will update more information in the data packages. The extra information may deliver a potential signal for new business activity. Biological information, stated by Glover, is being collected now mostly for security or fraud protection, but it offers new potential to tailor products and services. As the new trends of mobility realizes more health and fitness features with real-time measurement into personal level, the host of these applications may contain new value. Those hosts may hold a key to take the mass customization in the athletic appeal factory to a brand new level. In case to maintain the understanding of the updating data flews and monitor these new trends, company may not lose the IT strength and potential thriving opportunities.
Secondly, the infrastructures, which could be the new device gather and access data and also the new computing muscle (e.g., massive computing power, computing system, machine learning, etc.) to process the data. In the article, author take RFID and sensor as the example to illustrate the real decision making, which is not too early to begin developing or buying whatever tools will help make this publicly available data (as well as internal enterprise data) more accessible and actionable. In this process, company who gains new insight to further operation should endure the high cost of investment toward related technology and the blurry turnover rate of investment.
Thirdly, the trust about the data sharing access between users and hosts is a key human characteristic that company can rely on to get sustainable competitive advantage. It’s true that most of the furor has focused on individuals’ concerns about privacy, which has built into a customer backlash against invasive information requests or the misuse of that information, such as through sale to third parties. (Pearlson, 2013) To build up the trust, the authors suggest the four steps: such as spell out the benefits, ask for information in context, give the data owner control its use, and demonstrate that sensitive information is secure. This is the basic rule that we can seek through facebook’s privacy philosophy. The organization gains only limited benefit from knowledge isolated within individuals or among workgroups. With the trust between users and hosts, the company can obtain the full value of knowledge.

Business intelligence and analytics are the key powers convert insights toward real operation. Pearlson cited the Taxonomy of knowledge, which illustrate the linkage of knowledge management to decision support. From ‘Know-Why’ to ‘Know-What’, it’s the process of information. From ‘Know-What’ to ‘Know-How’, it’s the process of application. (Pearlson, 2013) ‘Equip everyone with question marks’ is the essential motivation to get business intelligence more aggressive. Quantitative analyze is the accurate tool to realize the insight. An innovation-embraced company culture pair with the solid quantitative analytics will set business intelligence into optimization of production.

Insight is an immeasurable ability that might be reflected through companies’ IT success. This case inspires me with the knowledge that authors owned almost ten years ago. I was really shocked and surprised by this unacceptable truth that some of the suggestions about the utilization of the technology in this article are just going public recently or still progressive even IT changes rapidly. I used to satisfy with my cutting-edge technology tastes. The innovative mind of authors and convincible examples knowledge me the insight gap or different between personal level and organizational level. For instance, when I get fundamental understanding of the Quantum Computing I can hardly find a connected point to take aggressive step to enrich my life. But in an organizational perspective, you as executives should gather company’s intellectual capitals to concern the IT advance in ten years period or even longer. Meanwhile, the phenomenon, which indicated that many companies are stalled because their key players are each waiting for someone else, revealed by the author delivers an optimistic new for me. It convinces me that the innovative idea may be not easy to own by person or organization but every forward-looking company can take it into further step to anticipate the future, gleaning novel insights and innovative products, services and business models. Furthermore, it will be every manager’s pleasure and honor to devote himself or herself into realize some of those technology in such a long period.

Reference
1. Pearlson, Keri E. (2013). Managing and Using Information Systems, a strategic approach. (5th ed.) Hoboken, NJ: John Wiley, ISBN: 978-1-118-28173-4
2. Ferguson, G., Mathur, S., & Shah, B. (2012). Evolving from information to insight. Image.
3. Erik Sherman. (2013). Mass Customization: Let Your Customers Have It Their Way website Inc post. http://www.inc.com/erik-sherman/mass-customization-let-your-customers-have-it-their-way.html
4. Facebook Inc. Facebook's philosophy on personal information and ads. https://www.facebook.com/help/207216349317757

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