Research (and Teaching) Ph.D. Colloquium 2011 Faculty Talk Prof. Dr. Petra Schubert

Transcription

1 Research (and Teaching) based on Case Studies Ph.D. Colloquium 2011 Faculty Talk Prof. Dr. Petra Schubert

2 Types of Case Studies IS Case Study = description of a company dealing with a certain IS problem Farhoomand 2004 IS Teaching Case = a description of a certain IS problem in a company and questions for classroom discussion Yin 1981 Bonoma 1985 IS Research Case = a description of a real world company and its experiences with a specific IS problem Klein/Myers 1999 Eisenhardt 1989 Cross-case Analysis = analytical comparison between multiple companies dealing with a similar il IS problem

3 From Cases to Publications Integration scenarios (emerging patterns) Schubert, Petra; Legner, Christine (2011): B2B integration in global supply chains: An identification of technical integration scenarios, in: Journal of Strategic Information Systems, 2011 (in print). Model and taxonomy Schubert, Petra; Williams, Susan P. (2011): A Framework for Identifying and Understanding Enterprise Systems Benefits, in: Business Process Management Journal, Vol. 17, No. 5, Taxonomy and profiling (spider webs) Williams, Susan P.; Schubert, Petra (2011): An Empirical Study of Enterprise 2.0 in Context, in: Proceedings of the 24th International Bled econference, Bled, Slovenia, June 12-15, Application of a theory (RBV, single case) Schubert, Petra; Williams, Susan P.; Wölfle, Ralf (2011): Sustainable Competitive Advantage in E-Commerce and the Role of the Enterprise System, in: International Journal of Enterprise Information Systems, April-June 2011, Vol. 7, No. 2,,pp Petra Schubert, Uni Koblenz-Landau/CBS 3

4 References Background of the experience Methodology: Schubert, Petra; Wölfle, Ralf (2007): The experience Methodology for Writing IS Case Studies, in: Proceedings of the Thirteenth Americas Conference on Information Systems (AMCIS), Case research Yin, Robert K. (2003): Case Study Research - Design and Methods, Thousand Oaks et al.: Sage Publications, 3 rd ed., Eisenhardt, Kathleen M. (1989): Building Theories from Case Study Research, in: Academy of Management Review, Vol. 14, No. 4, 1989, pp Coding and display of data Miles, Matthew B.; Huberman, A. Michael (1984): Qualitative Data Analysis: A Sourcebook of New Methods, Newbury Park, CA: Sage, Saldaña, J. (2009): The Coding Manual for Qualitative Researchers, London: SAGE Publications Ltd., Petra Schubert, Uni Koblenz-Landau/CBS 4

5 Yin 2003 Sampling strategy (finding the right cases) 1. Critical case 2. Unique case 3. Revelatory case 4. Representative case 2011 Petra Schubert, Uni Koblenz-Landau/CBS 5

6 Eisenhardt 1989 Building theory from case study research (1) Getting Started, (2) Selecting Cases, (3) Crafting Instruments and Protocols, (4) Entering the Field, (5) Analyzing Data, (6) Shaping Hypotheses, (7) Enfolding Literature, and (8) Reaching Closure Petra Schubert, Uni Koblenz-Landau/CBS 6

7 Agenda experience methodology 1. Integration scenarios (emerging patterns) 2. Model and taxonomy 3. Taxonomy and profiling (spider webs) 4. Application of a theory (single case) Conclusions 2011 Petra Schubert, Uni Koblenz-Landau/CBS 7

8 experience Methodology

9 12 Years Initiative experience Focus topic Call for Authors Call for Cases Case writing Publications 10 Conferences 4 Conferences 11 Books 504 Cases online ca. 144 in experience method Teaching Cases FG BAS 9

10 experience: yearly steps Public Call for Cases Selection of Case Studies Call for Authors Authors' Training Day Case Writing Feedback for Transcripts Case Refinement Approved Versions of the Case Studies Cross-Case Analysis Final Conclusions 2011 Petra Schubert, Uni Koblenz-Landau/CBS 10

11 Uniform Case Study Structure 1 The Portrayed Company 2 Reason for the Project 3 Individual Title for the Solution 1.1 Background, Industry, Products, and Target Group 2.1 Starting Position and Reason for the Project 1.2 Company Vision 2.2 Introduction of Business Partners 1.3 Meaning of IT and E-Business 3.1 Business View/Objectives 3.2 Process View 3.3 Application View 3.4 Technical View 4 Implementation and Operation 5 Experiences 6 Success Factors 4.1 Investment Decision 4.2 Project Management/ Change Management 4.3 Programming and Rollout of the Software 4.4 Regular Maintenance 5.1 User Acceptance 5.2 Fulfillment of Objectives and Changes 5.3 Investment, Profitability and Financial Ratios 6.1 Specialties of the Solution 6.2 Reflection of Yearly Focus Topic 6.3 Lessons Learned 2011 Petra Schubert, Uni Koblenz-Landau/CBS 11

12 Views 1 Business View Involved business partners and their roles, business concept, contracts, strategic and operative targets 2 Process View Detailed business processes, process links among the involved parties, assessment of process quality Application View 3 Overview of business information systems, distribution of functions, place of data storage, integration layers 4 Technical View Involved system components, networks, data transfer 2011 Petra Schubert, Uni Koblenz-Landau/CBS 12

13 1. Business View: Procurement of a Machine Manufacturer (customer) role main process Producer of engine (supplier) requisition process link sub-process sales promotion sourcing procurement request / consulting offer / order sales quotation Forwarding Agency sales order processing procurement route planning production start of use transport execution delivery operation customer service 2011 Petra Schubert, Uni Koblenz-Landau/CBS 13

14 2. Process View: Elements of the extended Event-driven Process Chain Explanation of organization and information systems Extended Event-driven Process Chain start event A is represented by Explanation of information objects and input / output document organisational unit information System is responsible for explanation supports fulfil task 1 OR creates depends on information object information object attribute event B event C process link fulfil task 2 (with refinement) creates goods/ service flow of information / material end event D 2011 Petra Schubert, Uni Koblenz-Landau/CBS 14

15 3. Application View: Example System Integration in a Trading Company Legend Supplier Trading Company Customer Role sales processes all trading processes online purchase field of application/ main processes ERP client ERP client browser presentation layer/ user screen ERP system ERP system e-shop application layer/ business logic sales order processing sales order processing purchase order entry main functions inventory management ERP database ERP database database data layer/ data storage inventory data product data product data order data additional product data most important information objects (data) customer data Quelle: Wölfle, Ralf (2004): Geschäftsprozesse im Zusammenspiel mit Business Software, in: Schubert, Petra; Wölfle, Ralf; Dettling, Walter (Hrsg.): E-Business mit betriebswirtschaftlicher Standardsoftware: Einsatz von Business Software in der Praxis, S. 9-16, München, Wien: Hanser Verlag, 2004.

16 experience-online: Platform for Research Cases Petra Schubert, Uni Koblenz-Landau/CBS 16

17 Integration scenarios (emerging patterns) Schubert, Petra; Legner, Christine (2011): B2B integration in global supply chains: An identification of technical integration scenarios, in: Journal of Strategic Information Systems, 2011 (in print).

18 Sampling: Case Studies 1-6 Prof. Dr. Petra Schubert 2007 University of Koblenz-Landau 18

19 Sampling: Case Studies 7-14 Prof. Dr. Petra Schubert 2007 University of Koblenz-Landau 19

20 Step 1: Emerging Scenarios

21 Integration Scenarios 1. Parallel use of different information systems, manual external system access 2. Parallel use of different information systems, EDI with direct partner integration 3. Parallel use of different information systems, EDI provided by an intermediary 4. Joint use of a self-operated, central ERP system 5. Joint use of a central system operated by an intermediary Prof. Dr. Petra Schubert 2007 University of Koblenz-Landau 21

22 Step 2: Validate Scenario Extend/modify taxonomy if needed

23 2011 Petra Schubert, Uni Koblenz-Landau/CBS 23

24 Model and taxonomy Schubert, Petra; Williams, Susan P. (2011): A Framework for, ;, ( ) Identifying and Understanding Enterprise Systems Benefits, in: Business Process Management Journal, Vol. 17, No. 5, 2011.

25 Introduction and Motivation: Issue for Scholarly Research Identifying and managing ERP benefits is an area of theoretical and practical concern for scholarly researchers Extensive research effort has been directed towards understanding the nature of ERP benefits (Legare, 2002; Murphy and Simon, 2002; Shang and Seddon, 2002; Staehr, Shanks, and Seddon, 2002; Stratman, 2007). Current research is focused into three main areas: Benefits classification Benefits as success (CSF/success measurement models) Benefits in context 2011 Petra Schubert, Uni Koblenz-Landau/CBS 25

26 Research Programme Deriving an extended classification to track benefits in context t and over time Framework for mapping and discussing ERP motivations and benefits in the context t of systems implementations Identifying ing and (where they exist) describing and explaining variations within and between organisations in different industries different size different stages of maturity different project motivations and goals 2011 Petra Schubert, Uni Koblenz-Landau/CBS 26

27 Research Steps 2011 Petra Schubert, Uni Koblenz-Landau/CBS 27

28 Drivers and Benefits: Extracting Knowledge from Case Studies 1 The Portrayed Company 2 Reason for the Project 3 Individual Title for the Solution 1.1 Background, Industry, Products, and Target Group 2.1 Starting Position and Reason for the Project 1.2 Company Vision 2.2 Introduction of Business Partners 1.3 Meaning of IT and E-Business 3.1 Business View/Objectives 3.2 Process View 3.3 Application View 3.4 Technical View 4 Implementation and Operation 5 Experiences 6 Success Factors 4.1 Investment Decision 4.2 Project Management/ Change Management 4.3 Programming and Rollout of the Software 4.4 Regular Maintenance 5.1 User Acceptance 5.2 Fulfillment of Objectives and Changes 5.3 Investment, Profitability and Financial Ratios 6.1 Specialties of the Solution 6.2 Reflection of Yearly Focus Topic 6.3 Lessons Learned 2011 Petra Schubert, Uni Koblenz-Landau/CBS 28

29 Development of the taxonomy 2011 Petra Schubert, Uni Koblenz-Landau/CBS 29

30 Collecting examples for the code base 2011 Petra Schubert, Uni Koblenz-Landau/CBS 30

31 CODING: adding richness Appraisal Values for the Codes 2011 Petra Schubert, Uni Koblenz-Landau/CBS 31

32 The Current Exp-Ben Framework Second iteration (July 2009) Business Design Strategy and Processes Strategy Business processes / Workflows Management Resources Financiali Employees Information Products Functional Areas Functions (ERP Modules) Suppliers/ Partners Sales Procurement Manufacturing PR/Marketing Accounting HR Customers Information Technology & Infrastructure Technology Components Data Software Systems Networks Source: Williams/Schubert 2010, p Petra Schubert, Uni Koblenz-Landau/CBS 32

33 CODING: Open Coding of the original text 2011 Petra Schubert, Uni Koblenz-Landau/CBS 33

34 The exp-ben Code Base: A Living Taxonomy The code base grows when new cases are coded.

35 Excerpt from the Result Table 2011 Petra Schubert, Uni Koblenz-Landau/CBS 35

36 Outlook: Rich Data Allows for Cross- Case Analysis Coding Benefits Analysis Patterns in benefits Exploration of case studies Profiling Profiles Analysis Cross analysis codes and profiles 2011 Petra Schubert, Uni Koblenz-Landau/CBS 40

37 From theory to practice Tool for companies Benefits realization plan Identify expected benefits based on codes See typical patterns for size and industry Monitor benefits over time 2011 Petra Schubert, Uni Koblenz-Landau/CBS 41

38 Taxonomy and profiling (spider webs) Williams, Susan P.; Schubert, Petra (2011): An Empirical Study, ;, ( ) p y of Enterprise 2.0 in Context, in: Proceedings of the 24th International Bled econference, Bled, Slovenia, June 12-15, 2011.

39 Research design 2011 Petra Schubert, Uni Koblenz-Landau/CBS 43

40 I NTEGRATED BUSINESS DESIGN: 8CS FRAMEWORK FOR ENTERPRISE INFORMATION MANAGEMENT CHANGE CHANGE CONTENT T CONTENT T COMMUNICATION COOPERATION CON TRIBUTION CONT RIBUTIO COMBINATION COORDINATION N IBD 2010: Enterprise Information Management Framework COMPLIANCE COMPLIANCE 2011 IBD Integrated Business Design 44

41 List of Critieria 2011 IBD Integrated Business Design 45

42 Spiderweb Lecos (Lotus Quickr) Communication 10 5 Coordination 0 Cooperation Content Combination 2011 IBD Integrated Business Design 46

43 2011 IBD Integrated Business Design 47

44 2011 IBD Integrated Business Design 48

45 Outlook further develop the classification framework develop a catalogue of existing tools that can be mapped to the framework develop a method for SMEs to identify and map their needs in E Petra Schubert, Uni Koblenz-Landau/CBS 49

46 Application of a theory (single case) Schubert, Petra; Williams, Susan P.; Wölfle, Ralf (2011): Sustainable Competitive Advantage in E-Commerce and the Role of the Enterprise System, in: International Journal of Enterprise Information Systems (IJEIS), April-June 2011, Vol. 7, No. 2, pp

47 Questions for Discussion Does LeShop have a sustainable competitive advantage over its competitors? Does the company posses a sustained or only a temporary competitive advantage? Is it possible to draw general findings for companies in other industry sectors from the LeShop analysis that go beyond the factors suggested by Mata et al. (1995)? 2011 Petra Schubert, Uni Koblenz-Landau/CBS 51

48 The Resource-Based View The overall research question, originating from the RBV Does LeShop possess resources or capabilities that are valuable, rare, inimitable, and non-substitutable? If so, what are these factors and can they be generalized for other pure online players? Three sub-questions for the identification of a competitive advantage (Barney 1991). The role of history The role of causal ambiguity The role of social complexity 2011 Petra Schubert, Uni Koblenz-Landau/CBS 52

49 Summary of the findings 2011 Petra Schubert, Uni Koblenz-Landau/CBS 53

50 Conclusions: From Cases to Papers Very valuable source for analysis Multiple questions can be addressed with cases Findings are convincing and related to practice Triangulation (involvement of two or three researchers) makes it a collaborative task Interesting steps: practice research practice 2011 Petra Schubert, Uni Koblenz-Landau/CBS 54

51 Thank you for your attention. Petra Schubert