Case Study (Read the case and answer the questions )

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DoubleClick case 3.pdf 

Please Read the Case attached carefully, and answer all questions
below. Please answer all question on by one and do not leave any question with
no answer. The answers should be brief but you connect and address all the
information and facts. The second part which is identify the problem”
Identify the key issue or issues-“should be in details and so no brief in
this part. So the problem part should be explained in 2 pages, but all other
parts can be briefed in other 2 pages or more.

Case # 3- Double Click Inc (Business

1.  Identify
the most important facts surrounding the case-

Read the case several times to become
familiar with the information it contains.

Pay attention to the information in
any accompanying exhibits, tables, or figures.

Many case scenarios, as in real life,
present a great deal of detailed information. Some of these facts are more
relevant than others for problem identification.

One can assume the facts and figures
in the case are true, but statements, judgments, or decisions made by
individuals should be questioned.

Underline and then list the most
important facts and figures that would help you define the central problem or

If key facts and numbers are not
available, you can make assumptions, but these assumptions should be reasonable
given the situation. The “correctness” of your conclusions may depend
on the assumptions you make.

2.  Identify
the key issue or issues-

Use the facts provided by the case to
identify the key issue or issues facing the company you are studying. Many
cases present multiple issues or problems. Identify the most important and
separate them from more trivial issues.

State the major problem or challenge
facing the company. You should be able to describe the problem or challenge in
one or two sentences. You should be able to explain how this problem affects
the strategy or performance of the organization. 

You will need to explain why the problem
occurred. Does the problem or challenge facing the company comes from a
changing environment, new opportunities, a declining market share, or
inefficient internal or external business processes?

In the case of information
systems-related problems, you need to pay special attention to the role of
technology as well as the behavior of the organization and its management. 

Information system problems in the
business world typically present a combination of management, technology, and
organizational issues.  When identifying
the key issue or problem, ask what kind of problem it is: Is it a management
problem, a technology problem, an organizational problem, or a combination of
these? What management, organizational, and technology factors contributed to the

To determine if a problem stems from
management factors, consider whether managers are exerting appropriate
leadership over the organization and monitoring organizational performance.
Consider also the nature of management decision-making: Do managers have
sufficient information for performing this role, or do they fail to take
advantage of the information that is available? 

To determine if a problem stems from
technology factors, examine any issues arising from the organization’s
information technology infrastructure: its hardware, software, networks and
telecommunications infrastructure, and the management of data in databases or
traditional files. Consider also whether the appropriate management and
organizational assets are in place to use this technology effectively. 

To determine the role of
organizational factors, examine any issues arising from the organization’s
structure, culture, business processes, work groups, divisions among interest
groups, relationships with other organizations, as well as the impact of
changes in the organization’s external environment-changes in government
regulations, economic conditions, or the actions of competitors, customers, and


You will have to decide which of
these factors—or combination of factors—is most important in explaining why the
problem occurred. 

3.  Specify
alternative courses of action-

List the courses of action the
company can take to solve its problem or meet the challenge it faces.

For information system-related
problems, do these alternatives require a new information system or the
modification of an existing system?

Are new technologies, business
processes, organizational structures, or management behavior required?

What changes to organizational
processes would be required by each alternative?

What management policy would be
required to implement each alternative?

Remember, there is a difference
between what an organization “should do” and what that organization
actually “can do”.

Some solutions are too expensive or
operationally difficult to implement, and you should avoid solutions that are
beyond the organization’s resources.

Identify the constraints that will
limit the solutions available.

Is each alternative executable given
these constraints? 

4.  Evaluate
each course of action. –

Evaluate each alternative using the
facts and issues you identified earlier, given the conditions and information
available. Identify the costs and benefits of each alternative.

Ask yourself “what would be the
likely outcome of this course of action?

State the risks as well as the
rewards associated with each course of action.

Is your recommendation feasible from
a technical, operational, and financial standpoint?

Be sure to state any assumptions on
which you have based your decision.

5.  Recommend
the best course of action –

State your choice for the best course
of action and provide a detailed explanation of why you made this selection.

You may also want to provide an explanation
of why other alternatives were not selected.

Your final recommendation should flow
logically from the rest of your case analysis and should clearly specify what
assumptions were used to shape your conclusion.

There is often no single
“right” answer, and each option is likely to have risks as well as

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