Global Connection through Technology
Final Individual Assessment
October 2016
Final individual Assessment (40%):
You have been appointed as a “Lead Digital Consultant” to
Etihad Airways to help them become a Digital Master in digital-rich and
competitive world.
1)
(10%) Sketch Etihad Airways Business Model as
discussed in class. You must identify all the actors, resources,
infrastructures, and at least four transactions informational flows. You may
select transactions such as “make a reservation”, “modify a reservation”,
“signup for a vacation package”, “shop on-line by redeeming your air miles”,
etc.
2)
(10%) Now, sketch Etihad Airways “Unification
Business Operating Model”, which similar to Delta Airlines.
3)
(10%) Using the diagram below, place Etihad on
one of the below quadrants. You must choose one and only one quadrant. Your
answer must assess Etihad’s Digital Capabilities and Leadership Capabilities as
detailed in each quadrant.
4)
(10%) Depending on how you rated Etihad’s
Leadership/Digital Capabilities on the chart above, outline the major
components of a “Playbook” for the senior management to become a Digital
Master. If you rated Etihad as a Digital
Master, then you need to describe a “Playbook” to maintain this position
Deadline for the final Assessment:
Final assessments must be uploaded into Moodle. No email
submissions will be accepted
1 comments:
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