Sistem Informasi, Organisasi, dan Strategi

Content Sistem Informasi di Bisnis Global Saat Ini E-Bisnis Global dan Kolaborasi Sistem Informasi, Organisasi, dan Strategi Isu Sosial dan Etikal dalam Sistem Informasi Infrastruktur Teknologi Informasi dan Perkembangan Teknologi Baru Dasar-dasar Business Intelegence: Manajemen database dan Informasi Telekomunikasi, Internet dan Teknologi Wireless Sistem Pengaman INformasi Menuju Penyempurnaan Operasional dan pendekatan pelanggan E-Commerce : Pasar Digital, Barang Digital Mengelola pengetahuan dan kolaborasi Meningkatkan kualitas pembuatan keputusan Membangun Sistem Informasi Mengelola Sistem Global

Learning Objectives Mengidentifikasi dan mendeskripsikan fitur penting dari organisasi bahwa manajer perlu mengetahui dalam membangun dan menggunakan sistem informasi dengan keberhasilan Menjelaskan bagaimana nilai rantai dan nilai model web membantu bisnis mengidentifikasi peluang untuk aplikasi sistem informasi yang strategis Menunjukkan bagaimana sistem informasi membantu bisnis menggunakan sinergi, kompetensi pokok, dan strategi berbasis jaringan untuk mencapai keunggulan kompetitif. Mengukur tantangan yang ditimbulkan oleh sistem informasi strategis dan solusi manajemen.

Organizations and Information Systems Teknologi informasi dan organisasi saling mempengaruhi Hubungan dipengaruhi oleh organisasi Struktur Proses bisnis politik budaya Lingkungan Hidup keputusan manajemen

Hubungan Dua Arah Antara Teknologi Informasi dengan Organisasi Hubungan dua arah yang kompleks ini ditengahi oleh banyak factor, bukan keputusan yang dibuat-atau tidak dibuat-manajer. Faktor lain yang menengahi hubungan mencakup budaya organisasi, struktur politik, proses bisnis dan lingkungan bisnis Ask students to explain how each factor might affect the relationship between organizations and information technology. Emphasize to students that the relationship between these two and its effects on the future of a business are difficult to predict. For example, very few people could have predicted the prominence of e-mail and instant messaging in business communication 15 years ago.

Organizations and Information Systems Apa yang dimaksud dengan Organisasi? Secara teknis: Struktur sosial formal yang memproses sumber daya dari lingkungan untuk menciptkan hasil Sebuah badan hukum formal dengan aturan internal dan prosedur, serta struktur sosial Secara Perilaku: A collection of rights, privileges, obligations, and responsibilities that is delicately balanced over a period of time through conflict and conflict resolution Koleksi hak, hak istimewa, kewajiban, dan tanggung jawab yakni keseimbangan yang halus selama periode waktu melalui konflik dan penyelesaian konflik

Definisi Mikroekonomi Teknis dari Organisasi Ask students what are the inputs from the environment? What do organizations output (goods and services). In this view, the organization or business firm is rather easily changed, and malleable. The organization is a collection of parts, like a machine, that can be rearranged as needed. There are no humans in this model, or if there are, they are assumed to be relatively simple. Pada definisi mikroekonomi dari organisasi, modal dan tenaga kerja (factor produksi utama yang disediakan oleh lingkungan) diubah oleh perusahaan melalui proses produksi menjadi barang dan jasa. (output untuk lingkungan). Produk dan jasa tersebut dikonsumsi oleh lingkungan, yang menyediakan persediaan modal dan tenaga kerja lagi sebagai input dalam putaran umpan balik

Sudut Pandang Perilaku Organisasi In this view, the business firm is a little more difficult to change rapidly or on command because it is a very complex machine populated with human beings. Firms operate with an existing hierarchy, job definitions, business rules, legal contracts, procedures, and processes. Efficient organizations become very good at these elements of business. Changing these elements takes more time. The behavioral view of organizations emphasizes group relationships, values, and structures.

Fitur Organisasi Penggunaan struktur hirarkis Akuntabilitas, otoritas dalam sistem pengambilan keputusan Kepatuhan terhadap prinsip efisiensi Rutinitas dan proses bisnis Politik organisasi, budaya, lingkungan, dan struktur

Rutinitas dan proses bisnis Rutinitas (prosedur operasi standar) Aturan yang tepat, prosedur, dan praktik yang dikembangkan agar sesuai dengan semua situas yang diharapkan Proses bisnis: Koleksi rutinitas Perusahaan bisnis: Koleksi proses bisnis

Rutinitas, Proses Bisnis, dan Perusahaan Seluruh organisasi merupakan kumpulan rutinitas dan perilaku individu, kumpulan menciptakan proses bisnis. Sekumpulan proses bisnis menciptakan organisasi bisnis. Aplikasi sistem informasi yang baru diperlukan untuk mengubah rutinitas dan proses bisnis yang dilakukan oleh individu- individu tersebut guna meningkatkan kinerja organisasi Explain to students that the blue spheres are individual routines, which together constitute a business process. A firm can be seen as a collection of these processes.

Politik Organisasi Sudut pandang yang berbeda menyebabkan pertarungan politik, persaingan, dan konflik. Penolakan politik sangat menghambat perubahan organisasi.

Budaya Organisasi: Meliputi menetapkan asumsi yang mendefinisikan tujuan dan produk Produk apa yang harus organisasi hasilkan Bagaimana dan di mana harus diproduksi Untuk siapa produk harus diproduksi

Lingkungan Organisasi Organisasi dan lingkungan memiliki hubungan timbal balik. Organisasi terbuka untuk, dan tergantung pada, lingkungan sosial dan fisik. Organisasi dapat mempengaruhi lingkungan mereka. Lingkungan umumnya mengubah lebih cepat dari organisasi. Sistem informasi dapat menjadi alat scanning lingkungan, bertindak sebagai lensa.

Lingkungan dan Organisasi memiliki hubungan timbal balik This graphic further establishes information systems as the “lens” of the firm, observing external factors and filtering information back in to the firm. To some extent, organizations “see” only what their systems will let them see. If systems are poorly built, they may blind managers to difficulties and problems. Lingkungan membentuk apa yang dapat dilakukan perusahaan, tetapi organisasi dapat memengaruhi lingkungannya dan memutuskan mengubah lingkungannya sekaligus. Teknologi informasi memainkan peranan penting dalam membantu organisasi memrsepsikan perubahan lingkungannya dan bertindak bagi lingkungan

Teknologi yang Mengganggu(distruptive Technologies) Technology that brings about sweeping change to businesses, industries, markets Examples: personal computers, word processing software, the Internet, the PageRank algorithm First movers and fast followers First movers—inventors of disruptive technologies Fast followers—firms with the size and resources to capitalize on that technology

Birokrasi Professional : Adhokrasi 5 dasar jenis struktur organisasi Entrepreneurial: Small start-up business Birokrasi mesin: Midsize manufacturing firm Birokrasi terbagi: Fortune 500 firms Birokrasi Professional : Law firms, school systems, hospitals Adhokrasi Consulting firms

Other organizational features Goals Coercive, utilitarian, normative, and so on Constituencies Leadership styles Tasks Surrounding environments

Bagaimana Dampak Sistem Informasi Bagi Organisasi dan Perusahaan Bisnis Dampak Ekonomi IT changes relative costs of capital and the costs of information Information systems technology is a factor of production, like capital and labor IT affects the cost and quality of information and changes economics of information Information technology helps firms contract in size because it can reduce transaction costs (the cost of participating in markets) Outsourcing

Bagaimana Dampak Sistem Informasi Bagi Organisasi dan Perusahaan Bisnis Teori biaya transaksi Firms seek to economize on transaction costs (the costs of participating in markets). Vertical integration, hiring more employees, buying suppliers and distributors IT lowers market transaction costs for firm, making it worthwhile for firms to transact with other firms rather than grow the number of employees.

Bagaimana Dampak Sistem Informasi Bagi Organisasi dan Perusahaan Bisnis Teori Keagenan: Firm is nexus of contracts among self-interested parties requiring supervision. Firms experience agency costs (the cost of managing and supervising) which rise as firm grows. IT can reduce agency costs, making it possible for firms to grow without adding to the costs of supervising, and without adding employees.

Bagaimana Dampak Sistem Informasi Bagi Organisasi dan Perusahaan Bisnis Dampak bagi Struktur dan Perilaku Organisasi IT Meratakan Organisasi Decision making is pushed to lower levels. Fewer managers are needed (IT enables faster decision making and increases span of control). Organisasi Pasca Industri Organizations flatten because in postindustrial societies, authority increasingly relies on knowledge and competence rather than formal positions.

IT Meratakan Organisasi Sistem informasi dapat mengurangi jumlah tingkatan dalam organisasi dengan memberikan informasi kepada para manajer untuk mengawasi sejumlah besar karyawan dan memberikan wewenang lebih besar untuk mengambil keputusan kepada karyawan tingkat lebih rendah Ask students to explain some of the benefits of the flattened organization as opposed to the more complicated hierarchy in the top of the diagram. Information travels through fewer levels to its intended recipients; there are fewer managers, so agency costs are smaller, and firms can act faster (less decision delay).

Bagaimana Dampak Sistem Informasi Bagi Organisasi dan Perusahaan Bisnis Memahami Penolakan Organisasi terhadap Perubahan Information systems become bound up in organizational politics because they influence access to a key resource—information. Information systems potentially change an organization’s structure, culture, politics, and work. Most common reason for failure of large projects is due to organizational and political resistance to change.

ORGANIZATIONAL RESISTANCE AND THE MUTUALLY ADJUSTING RELATIONSHIP BETWEEN TECHNOLOGY AND THE ORGANIZATION Implementing information systems has consequences for task arrangements, structures, and people. According to this model, to implement change, all four components must be changed simultaneously. The diamond shape in the figure represents the mutual relationship between the concepts shown. You could emphasize that implementing a new system might be like changing the diamond into a square, thus requiring some degree of change on the part of all four participants in the relationship.

How Information Systems Impact Organizations and Business Firms Internet dan Organisasi The Internet increases the accessibility, storage, and distribution of information and knowledge for organizations. The Internet can greatly lower transaction and agency costs. Example: Large firm delivers internal manuals to employees via a corporate Web site, saving millions of dollars in distribution costs

Bagaimana Dampak Sistem Informasi Bagi Organisasi dan Perusahaan Bisnis Faktor utama organisasi dalam menentukan perencanaan suatu sistem baru: Environment Structure Hierarchy, specialization, routines, business processes Culture and politics Type of organization and style of leadership Main interest groups affected by system; attitudes of end users Tasks, decisions, and business processes the system will assist

Menggunakan Sistem Informasi untuk Mencapai Keunggulan Kompetitif Why do some firms become leaders in their industry? Michael Porter’s competitive forces model Provides general view of firm, its competitors, and environment Five competitive forces shape fate of firm: Pesaing Tradisional Pendatang baru di pasar Produk dan Jasa Pengganti Pelanggan Pemasok

Model Daya Kompetitif Porter Notice that in the graphic, competitors are represented differently than the other four competitive forces influencing a firm. Why do students think this is the case? One answer might be that competitors are firms in the same industry and are under similar pressures as other firms in the industry. Dalam Model Daya Kompetitif Porter, posisi strategis perusahaan dan strateginya ditentukan tidak hanya oleh persaingan dengan pesaing langsung tradisionalnya, tetapi juga oleh empat kekuatan dalam lingkungan: pemain baru di pasar, produk pengganti, konsumen dan pemasok

Menggunakan Sistem Informasi untuk Mencapai Keunggulan Kompetitif Pesaing Tradisional All firms share market space with competitors who are continuously devising new products, services, efficiencies, and switching costs. Pendatang Baru di Pasar Some industries have high barriers to entry, for example, computer chip business. New companies have new equipment, younger workers, but little brand recognition.

Menggunakan Sistem Informasi untuk Mencapai Keunggulan Kompetitif Produk dan Jasa Pengganti Substitutes customers might use if your prices become too high, for example, iTunes substitutes for CDs Pelanggan Can customers easily switch to competitor’s products? Can they force businesses to compete on price alone in transparent marketplace? Pemasok Market power of suppliers when firm cannot raise prices as fast as suppliers

Menggunakan Sistem Informasi untuk Mencapai Keunggulan Kompetitif Four generic strategies for dealing with competitive forces, enabled by using IT: Biaya Kepemimpinan/Manajemen yang Rendah Diferensiasi Produk Fokus pada Ceruk pasar Memperkuat Keakraban dengan Pelanggan dan Pemasok

Menggunakan Sistem Informasi untuk Mencapai Keunggulan Kompetitif Biaya Kepemimpinan/Manajemen yang Rendah Produce products and services at a lower price than competitors Example: Walmart’s efficient customer response system Diferensiasi Produk Enable new products or services, greatly change customer convenience and experience Example: Google, Nike, Apple Mass customization

Menggunakan Sistem Informasi untuk Mencapai Keunggulan Kompetitif Fokus pada Ceruk pasar Use information systems to enable a focused strategy on a single market niche; specialize Example: Hilton Hotels’ OnQ system Memperkuat Keakraban dengan Pelanggan dan Pemasok Use information systems to develop strong ties and loyalty with customers and suppliers Increase switching costs Example: Netflix, Amazon

Menggunakan Sistem Informasi untuk Mencapai Keunggulan Kompetitif Dampak Internet pada Daya Kompetitif dan Struktur Industri Transformation or threat to some industries Examples: travel agency, printed encyclopedia, media Competitive forces still at work, but rivalry more intense Universal standards allow new rivals, entrants to market New opportunities for building brands and loyal customer bases

Menggunakan Sistem Informasi untuk Mencapai Keunggulan Kompetitif Model Rantai Nilai Organisasi Firm as series of activities that add value to products or services Highlights activities where competitive strategies can best be applied Primary activities vs. support activities At each stage, determine how information systems can improve operational efficiency and improve customer and supplier intimacy Utilize benchmarking, industry best practices

THE VALUE CHAIN MODEL Gambar ini memberikan contoh sistem dari aktivitas utama dan aktivitas dukungan sebuah perusahaan dan nilai mitra ini dapat menambahkan margin nilai untuk perusahaan produk atau jasa Emphasize the relationship between the primary and support activities of this firm and explain how information systems are critical to the success of each activity.

Using Information Systems to Achieve Competitive Advantage Nilai web: Collection of independent firms using highly synchronized IT to coordinate value chains to produce product or service collectively More customer driven, less linear operation than traditional value chain

THE VALUE WEB Value web adalah sistem jaringan yang dapat menyamankan rantai nilai pada mitra bisnis dalam sebuah industi untuk menanggapi secara cepat perubahan dalam pasokan dan permintaan Ask students why a model like the one displayed in the figure might be more likely to adapt quickly to changes in supply and demand. Also emphasize the networking between the different segments of the value web.

Using Information Systems to Achieve Competitive Advantage Information systems can improve overall performance of business units by promoting synergies and core competencies Synergies When output of some units used as inputs to others, or organizations pool markets and expertise Example: merger of Bank of NY and JPMorgan Chase Purchase of YouTube by Google

Using Information Systems to Achieve Competitive Advantage Core competencies Activity for which firm is world-class leader Relies on knowledge, experience, and sharing this across business units Example: Procter & Gamble’s intranet and directory of subject matter experts

Using Information Systems to Achieve Competitive Advantage Network-based strategies Take advantage of firm’s abilities to network with each other Include use of: Network economics Virtual company model Business ecosystems

Using Information Systems to Achieve Competitive Advantage Traditional economics: Law of diminishing returns The more any given resource is applied to production, the lower the marginal gain in output, until a point is reached where the additional inputs produce no additional outputs Network economics: Marginal cost of adding new participant almost zero, with much greater marginal gain Value of community grows with size Value of software grows as installed customer base grows

Using Information Systems to Achieve Competitive Advantage Virtual company strategy Virtual company uses networks to ally with other companies to create and distribute products without being limited by traditional organizational boundaries or physical locations Example: Li & Fung manages production, shipment of garments for major fashion companies, outsourcing all work to more than 7,500 suppliers

Using Information Systems to Achieve Competitive Advantage Business ecosystems Industry sets of firms providing related services and products Microsoft platform used by thousands of firms Walmart’s order entry and inventory management Keystone firms: Dominate ecosystem and create platform used by other firms Niche firms: Rely on platform developed by keystone firm Individual firms can consider how IT will help them become profitable niche players in larger ecosystems

AN ECOSYSTEM STRATEGIC MODEL Emphasize how important IT is in bringing disparate industries together to deliver value to the customer. What are the challenges of coordinating the flow of information across, for example, four different industries, as shown in the figure? Era film digital memerlukan sebuah pandangan yang lebih dinamis mengenai batas-batas diantara industry, perusahaan, pelanggan, dan pemasok, beserta dengan persaingan yang terjadi di antara industry dalam ekosistem bisnis. Dalam model ekosistem, beberapa industry bekerja sama untuk memberikan nilai kepada pelanggan. TI memainkan peran penting dalam memungkinkan jaringan padat interaksi antara perusahaan yang berpartisipasi

Using Information Systems for Competitive Advantage: Management Issues Sustaining competitive advantage Competitors can retaliate and copy strategic systems Systems may become tools for survival Aligning IT with business objectives Performing strategic systems analysis Structure of industry Firm value chains Managing strategic transitions Adopting strategic systems requires changes in business goals, relationships with customers and suppliers, and business processes

References Laudon, Kenneth C, dan Jane P. Loudon, 2014, Management Informaton System : Managing the Digital Firm, 13th edition, Upper Sadle River, New Jersey : Prentice Hall