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Entrepreneurship And Communication Question Paper
Entrepreneurship And Communication
Course:
Institution: Royal Business School question papers
Exam Year:2009
Question One
With technology integration and the web’s high speed environment which forces constant
collaboration, an organization must react in real time to its strategic changes. This will only be
possible if it exploits new Internet technologies.
Successful e-companies share fundamental principles that have proved critical to their success
in the global marketplace.
You have been requested by the Managing Director of your organization to carry out a study of
business transformation on the Internet in order to identify several important factors common to
their success in the business world. Your report will be tabled at the next board meeting. You
obtain the following information from various sources through Internet.
•• The most successful organizations are being pushed by their top management to exploit
new Internet technologies.
•• Understanding e-commerce is a key to success in today’s globalizing economy, where
rules formulated in distant capitals have an increasing impact on cross-border trade
and competition in home markets.
•• Businesses have been swift in realizing the opportunities provided by the web and
have developed websites in order to advertise and sell products and services, promote
corporate images and; to provide information (especially public services).
•• Advantages in using the web include a reduction in the cost of advertising, cheaper and
easier provision of information, the lack of a need to maintain a shop front, the ease of
crossing geographical boundaries and the absence of a middleman.
•• The web’s high-speed environment forces tight cross-functional integration across al
the company’s business divisions and functions and will also force management to
acquire IT skills as well as business skills to lead such change.
•• Businesses are using intranets for the internal display of company manuals covering
employment and other procedures; easily updated internal news and information
services, company catalogues; and project notice boards (to which project participants
can add information and comments to be seen by all).
•• Intranets enable employers to talk with and challenge one another, share ideas and
create new knowledge fostering experimentation with new ideas, products and services
before they are launched.
•• The network also extends to customers through the use of extranets for enhancing
customer relationships and managing its supply-chain.
•• Companies can generate over 50% of their total revenue on-line with about 40% of unit
volume shipped directly to customers without the company ever touching the product.
•• Putting the customer in the driver’s seat makes business sense, especially given the
one-to-one marketing focus that is becoming the hallmark of electronic commerce.
•• Many companies, not only welcome you by name on their sites (if you have previously
purchased a product), but also remember your preferences and uses intelligent datamining
software to suggest related products and services.
QUESTION TWO
(a) I n relation to electronic communication, what are the advantages of a website to an
organization and its customers? (8 marks)
(b) What are the advantages of using Internet for communication? (5 marks)
(c) Identify five problems that may arise from the use of the Internet. (5 marks)
(e) List and briefly explain the items required to access the Internet. (2 marks)
QUESTION THREE
(a) What are the advantages and disadvantages of using e-mail over telephone or the postal
system? (7 Marks)
(b) D ifferentiate between a Corporate Strategy and an IT strategy (4 Marks)
(c) Why is it important for management to align the IT strategy to the Corporate Strategy?
(4 Marks)
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