Case Map for O'Brien: Management Information Systems - Harvard ...

Atheros Communications: Thomas
R. Eisenmann, Lauren Barley
Product #: 806093
Length: 19p
Teaching Note: 807174
Networked Utility Providers
(HBS background note): Thomas
Eisenmann; Alastair Brown
Product #: 801309
Length: 13p
MODULE III: BUSINESS APPLICATIONS
Chapter 7: E-Business Systems
Enterprise Resource Planning,
(technology note): Robert D.
Austin; Cedric X. Escalle; Mark
Cotteleer
Product #: 699020
Length: 8p
Tektronix, Inc.: Global ERP
Implementation: Robert D. Austin;
Richard L. Nolan; George
Westerman; Mark Cotteleer
Product #: 699043
Length: 22p
Atheros Communications is a Silicon Valley start-up that has designed a
chipset for wireless local area network (WLAN) products that conform to
the 802.11a standard. This offers significant performance advantages over
rapidly proliferating 802.11b (WiFi) products, including a 5-fold increase in
data transmission rate with fewer interference problems. Atheros has a 6-
to 12-month lead over competitors developing similar chipsets. This case
examines strategic challenges confronting Atheros: How can it best exploit
its lead? How can it promote customer adoption of products that provide
performance breakthroughs but lack backward compatibility? As a start-up
with limited credibility and resources, how can it influence standardssetting
processes dominated by large companies? Given short product life
cycles, how should it focus future R&D efforts?
Learning Objective: To explore barriers to customer adoption for a new
product with strong network effects, to analyze competitive dynamics in an
industry where standards are important, and to explore strategic
challenges facing a start-up under these circumstances.
Defines and describes ways to categorize networked utilities, software
"applets" such as RealNetwork's RealPlayer, Macromedia's Shockwave,
and AOL's ICQ that are downloaded via the Internet. Networked utilities
extend basic web browser capability to allow users to complete specialized
tasks, such as accessing "rich" media files (audio, video, animations) or
chatting in real time with other users. Discusses the economic model for
networked utility providers, focusing on their revenue and cost drivers.
Examines some of the challenges they encounter in establishing a
technical standard, and describes tactics that they can employ to improve
their odds of success. Building on that analysis, the final section examines
the payoff to networked utility providers from aggressive growth strategies.
Learning Objective: To help students understand the Networked Utility
Providers business model and the strategic issues that confront
companies pursuing this model--most notably, the challenge of
establishing a dominant technical standard. Examines tactics employed to
win a standards battle and provides a framework for assessing the payoff
from aggressive growth strategies.
Abstract
Introduces students to the concepts and issues related to Enterprise
Resource Planning (ERP) technology. Begins with a stylized example of
ERP in action. Following this introduction, a brief history of the ERP
industry is provided with reference to major events and players. Additional
case examples of successful and unsuccessful implementations are
offered to enhance students' understanding of the impact ERP can have
on the organization and to illuminate ERP issues.
Learning Objective: Introduces students to the definitions, concepts, and
issues surrounding ERP technologies.
Reviews Tektronix's implementation of an Enterprise Resource Planning
(ERP) solution in all three of its global business divisions. This case tells
the story of three implementations, each with its own character and
requirements. Tektronix managers needed to synchronize the
requirements of each division with the company's overall need to
standardize business practices and its desire to adhere to a common