Name of book: Management of Information systems 10 edition 1 . Write a brief syn
ID: 352533 • Letter: N
Question
Name of book: Management of Information systems 10 edition
1. Write a brief synopsis of the case discussing the main points.
2. Identify 5 concepts (terms) from the chapter that relate to the case. Define the concepts in your own words. Discuss how each concept relates to the case.
2 REAL WORLD Kimberly-Clark Corp.: Shopping for Virtual Products in Virtual Stores Ua sing a new tool developed by Kimberly-Clarknondescript office building in Appleton, Wisconsin. The cav Corp., a woman stood surrounded by three screens ernous room also features a U-shaped floor-to-ceiling screen cording her every glance. At Kimberly-Clark, innovation l the company's products-a tool that the company will use in presentations to executives in bids to win shelf space. A sepa stronger paper towels. The consumer-goods maker also is rate area is reserved for real replicas of store interiors, which can using IT to help retailers market and sell products-and not be customized to match the flooring, light fixtures, and shelves doesn't stop with developing more-absorbent diapers or just the ones made by Kimberly-Clark. of retailers such as Target Corp. and Walmart Stores Inc. Virtual reality technology has found its footing in many industries and applications, including health care, automo As the fragmented television market raises doubts about the effectiveness of traditional ads and competition for shelf tive, and aerospace. Now, consumer goods manufacturerspace increases, manufacturers and retailers are intensifying pects big payback from its technological leap Asked by a Kimberly-Clark researcher to find a big box of Huggies Natural Fit diapers in size three, the woman pushed forward on a handle like that of a shopping cart, and the video The efforts go well beyond the usual cardboard display and sample handouts. A group including manufacturers Procter& Gamble Co., Coca-Cola Co., and General Mills Inc., and retailers Kroger Co. and Walmart announced the results of a test that tracked shoppers' movement in stores u red packages of Huggies, she turned the handle to the right to ing a combination of infrared beams and human observation. Nielsen Co. plans to syndicate such data and sell it to face a dizzying array of diapers. After pushing a button to get a kneeling view of the shelves, she reached forward and tappedclients, much as it does with television ratings. the screen to put the box she wanted in her virtual cart. "By engaging ourselves and our customers in this virtual Kimberly-Clark hopes these virtual shopping aisles will world, we can spark better ideas to improve the shopping experience and collaborate on new product concepts and in novations," says Ramin Elvaz, Kimberly-Clark vice presi help it better understand consumer behavior and make the testing of new products faster, more convenient, and more recise dent of North Atlantic Insight, Strategy and Growth. Kimberly-Clark savs its studio allows researchers and designers to get a fast read on new product designs and dis plays without having to stage real-life tests in the early stages of development. Doing the research in a windowless base ment, rather than an actual test market, also avoids tipping The mobile testing unit is usually based in a new high-tech studio that Kimberly-Clark completed in the basement of a FIGURE 10.23 off competitors early in the development process. We're trying to test ideas faster, cheaper, and better, Ramin Eivaz, a vice president at Kimberly-Clark focus ng on strategy.Explanation / Answer
Synopsis
The case details Kimberly-Clark’s use of virtual reality technology into its new innovation design studio. The company expects high payback from this technological leap. Kimberly-Clarke hopes that virtual shopping aisles will help it better to understand consumer behavior and make the testing of new products faster, more convenient, and more precise. Intensive competition has made the consumer goods manufacturers innovate and make new products. There is a competition in the shelf space. Kimberly-Clarke has invested heavily in constructing Appleton Studio for analyzing consumer behavior using virtual reality technology.
Kimberly-Clarke is enthusiastic about how the design center can help its retail partners improve their in-store designs and merchandising. Kimberly-Clarke questions on its payback from its investment from the traditional methods of research and development. Once the products has been manufactured and dispatched, there is a probability that the color of the packaging might not be liked by the consumer. Thus consumer preferences can be obtained in detail using the virtual reality technology. K-C also states that there should be appropriate ROI (Return on Investment) for the application of virtual reality technology.
Identify 5 concepts (terms) from the chapter that relate to the case.
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