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Essay / Research Paper Abstract
This 9 page paper considers the ways in which the internet can be used by organisations to communicate, retrieve information and promote the image of their organisation. The example used n the paper is that of British Airways, with an examination of how internet is used in different ways to enhance the value within the company and service offered to customers. The strategies used are all transferable and as such other firm can learn form this company. The bibliography cites 10 sources.
Page Count:
9 pages (~225 words per page)
File: TS14_TEintstrat.rtf
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Unformatted sample text from the term paper:
collection and flow over different departments or countries, the collection of general market information, competitive intelligence or the collection of information from other specific sources. There are few tools that
have been as successful as the internet in the proliferation of all these different types of information. Looking at a company such as British Airways, it is possible to see
what this of information they need and how they have utilised information technology and the internet in order to add value to the organisation. British Airways is an air
carrier, which deals mostly with passenger services, but also has a freight division. The information required by the company is wide ranging. With many issues such as security and the
need to timetable flights with the complex logistics means that internal information is very important. However, this is not the only form of information, there is also the need for
general market information, the need to communications, collecting and distributing information with both travel agents as well as customers as well as other stakeholders, in an effective manner, In looking
at the way the company has unlisted the internet a purposeful strategy to increase the flow of information, this may also be seen as part of a higher level IT
strategy. In looking at the use of the internet it cannot be separated form the IT strategy and can be used as an example of the different way in which
the internet may be leveraged for information retrieval. British Airways first undertook the internet strategy in an holistic manner. The strategy became
apparent in the year 2000, at a time when many airline companies had, at best, only a limited internet strategy. The company was not a first mover, as they where
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