kapitulli 10: menaxhimi i ndryshimeve - naser...
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Kapitulli 10: Menaxhimi i ndryshimeve
Lënda: Modelet e Biznesit Elektronik
Drejtimi: DS
Semestri:6
Viti akademik:3
Msc. Zirije Hasani
Përmbledhje
Identifikimi i llojeve të ndryshme të ndryshimeve që duhet të menaxhohen për e-commerce
Ndërtimi i një plani për implementimin e ndryshimeve në e-commerce
Përshkrimi i qasjeve alternative në strukturën organizative që rezultojnë nga ndryshimet organizative.
Çështjet e menaxherit
Kush janë faktorët e suksesëshëm në menaxhimin e ndryshimeve?
A duhet ta ndryshojmë strukturën organizative për të ju përgjigjur e-biznesit? Nëse po, kush janë mundësitë?
Si e menaxhojmë aspektin njerzor në implementimin e ndryshimeve organizative?
Si i shpërndajmë njohuritë në mes stafit për të krijuar një staf të fuqishëm dhe ndryshime të shpejta për tju përshtatur nevojave të tregut?
Çështjet kyqe në menaxhimin e ndryshimeve
Orari– cilat janë fazat e përshtatshme për prezentimin e ndryshimeve?
Buxheti– si e llogarisim koston e e-biznesit?
Burimet e nevojshme – çfarë lloje të resurseve na nevoiten, kush janë përgjegjësit e tyre dhe ku i marim ata?
Strukturat organizative – a duhet të rishikojmë strukturën organizative?
Menaxhimin e ndikimeve njerzore në ndryshime – kush është mënyra më e mirë për ti paraqitur ndryshimet e shkallës së lartë të e-biznesit?
Teknologjitë për të mbështetur ndryshimet në e-biznes – roli i menaxhimit të njohurive, hulumtohen grupet dhe intranet.
Menaxhimi i rezikut.
The challenges of e-business
transformation
To help achieve change
◦ Management buy-in
◦ Effective project management
◦ Action to attract staff
◦ Employee ownership of change
The challenges of sell-side e-commerce
The 7S strategic framework
Strategy
Structure
Systems
Staff
Style
Skills
Superordinate
Figure 10.2 Digital marketing activities that require management as sell-side
e commerce Source: E-consultancy (2005)
Key Challenges of e-business marketing
Gaining buy-in and budget
Conflicts of ownership
Coordination with different channels
Managing and integrating customer info.
Achieving a unified reporting
Structuring the specialist digital team
In-sourcing vs. outsourcing online marketing
Staff recruitment and retention
Figure 10.3 The main challenges of managing sell-side e-commerce (n = 84) Source: E-consultancy (2005)
Different types of change
Incremental – relatively small adjustment
Discontinuous – major transformation
Organizational – includes both incremental
and discontinuous
Anticipatory – initiate change
Reactive – direct response to change
Business process management
An approach supported by software tools
intended to increase process efficiency by
improving information flows between people
as they perform business tasks
Continuous, incremental change
Discontinuous Process Change Hammer and Champy (1993) defined BPR as:
the fundamental rethinking and radical redesign of business processes to achieve dramatic improvements in critical, contemporary measures of performance, such as cost, quality, service, and speed.
Fundamental rethinking – re-engineering usually refers to changing of significant business processes such as customer service, sales order processing or manufacturing.
radical redesign – re-engineering is not involved with minor, incremental change or automation of existing ways of working. It involves a complete rethinking about the way business processes operate.
dramatic improvements – the aim of BPR is to achieve improvements measured in tens or hundreds of percent. With automation of existing processes only single-figure improvements may be possible.
critical contemporary measures of performance – this point refers to the importance of measuring how well the processes operate in terms of the four important measures of cost, quality, service and speed.
Emerging of new concepts
BPR often linked to downsizing
New terms emerged:
◦ Business Process Improvement: Optimizing
existing processes
◦ Business Process Automation: Automating existing
ways of working manually through information
technology
Planning Change
E-business projects need project governance
Effective project management must includes:
◦ Estimation
◦ Resource allocation
◦ Schedule/plan
◦ Monitoring and control
Differences with typical IS
The timescales for delivery of the system are
compressed
The e-commerce system may be hosted
outside
The focus of project is content and services
Once launched the site is more dynamic
Staff retention
Hackman and Oldham (1980):
Skill variety
Task identity
Task significance
Autonomy
Feedback from employer
Figure 10.6 Typical structure and responsibilities for a large e-commerce team Source: E-consultancy (2005)
Revising organizational structure
Four stages of growth:
Ad hoc activity
Focusing the effort
Formalization
Institutionalizing capability
Approaches to managing change
Collaborative – widespread participation of employees
Consultative – management take final decisions
Directive – the management team takes the decisions
Coercive – the management team takes the decision with very limited recourse to employees
Knowledge management – Saunders
(2000) Every day, knowledge essential to your business
walks out of your door, and much of it never comes
back. Employees leave, customers come and go
and their knowledge leaves with them. This
information drain costs you time, money and
customers.
Explicit and tacit knowledge
Knowledge Management - Techniques and tools for capturing and disseminating knowledge within an organization.
Explicit – details of processes and procedures. Explicit knowledge can be readily detailed in procedural manuals and databases. Examples include records of meetings between sales representatives and key customers, procedures for dealing with customer service queries and management reporting processes.
Tacit – less tangible than explicit knowledge, this is experience on how to react to a situation when many different variables are involved. It is more difficult to encapsulate this knowledge, which often resides in the heads of employees.
KM framework
1. Identify knowledge
2. Create new knowledge
3. Store knowledge
4. Share knowledge
5. Use knowledge
IDC – Objectives of KM
Improving profit/growing revenue (67 per cent)
Retaining key talent/expertise (54 per cent)
Increasing customer retention and/or satisfaction (52 per cent)
Defending market share against new entrants (44 per cent)
Gaining faster time to market with products (39 per cent)
Penetrating new market segments (39 per cent)
Reducing costs (38 per cent)
Developing new products/services (35 per cent).
Binney – classes of KM applications
1. Transactional. Help desk and customer service applications.
2. Analytical. Data warehousing and data mining for CRM applications.
3. Asset management. Document and content management.
4. Process support. TQM, benchmarketing, BPR, Six Sigma.
5. Developmental. Enhancing staff skills, competencies – training and e-learning.
6. Innovation and creation. Communities, collaboration and virtual teamwork.
Alternative tools for managing
knowledge
Knowledge capture tools, e.g. mind maps
Knowledge sharing techniques, e.g. chat
Knowledge delivery tools, e.g. email
Knowledge storage, e.g. database
Electronic document management system
Expert systems
Risk management
1. Identify risks, including their probabilities and
impacts.
2. Identify possible solutions to these risks.
3. Implement the solutions targeting the highest
impact, most likely risks.
4. Monitor the risks to learn for future risk
assessment.
Activity – identify risks for e-business
project
Risk Probability Impact Solution
Insufficient senior management commitment
5 7 Education/training/lobbying by e-business manager to achieve buy-in
High staff turnover/key staff leave
6 5 Use monetary incentives and improve working environment
Project milestones not met, overrun budget
8 6 Appoint experienced project manager and provide support and resources needed. Manager will perform risk management such as this
Problems with new technology delaying implementation (bugs, speed, compatibility)
8 8 Allow sufficient time for volume, performance testing
Staff resistance to change 4 4 Education, training identification of change facilitators amongst staff
Problem with integrating with partner’s systems (e.g. customers or suppliers)
6 8 Tackle these issues early on, identify one contact point/manager for each of partnerships
New system fails after changeover (too slow or too many crashes)
9 See solution to delayed implementation