Using MIS 10 th Edition Chapter 8 Social

Using MIS 10 th Edition Chapter 8 Social Media Information Systems Copyright © 2018, 2017, 2016 Pearson Education, Inc. All Rights Reserved 8 -1

“In a mixed-reality environment we can create anything” • Find ways to make ARES profitable. • Traditionally banner ads, pop-ups, and short videos generate ad revenue. • Mixed-reality apps allow developers to create anything, replace anything, and alter anything. – Virtual 60 -foot prehistoric megalodon shark – Virtual 40 -foot power bar – Overlay virtual objects over reality Copyright © 2018, 2017, 2016 Pearson Education, Inc. All Rights Reserved 8 -2

ARES Application Prototype • Users can cycle with friends virtually. – Unsure how many users it can support. – Think about details of how system will function before estimating development costs or project timeline. • Generating revenue from social media applications difficult. • Think about ways to apply new, emerging technology to accomplish business organizational strategies. Copyright © 2018, 2017, 2016 Pearson Education, Inc. All Rights Reserved 8 -3

Study Questions Q 8 -1 What is a social media information system (SMIS)? Q 8 -2 How do SMIS advance organizational strategy? Q 8 -3 How do SMIS increase social capital? Q 8 -4 How do (some) companies earn revenue from social media? Q 8 -5 How do organizations develop an effective SMIS? Q 8 -6 What is an enterprise social network (ESN)? Q 8 -7 How can organizations address SMIS security concerns? Q 8 -8 2027? Copyright © 2018, 2017, 2016 Pearson Education, Inc. All Rights Reserved 8 -4

Social Media Information System (SMIS) Q 8 -1 What is a social media information system (SMIS)? • Social media (SM) – IT for sharing content among networks of users. – Enables communities of practice. § People related by a common interest. • Social media information system (SMIS) – Sharing content among networks of users. Copyright © 2018, 2017, 2016 Pearson Education, Inc. All Rights Reserved 8 -5

Convergence of Many Disciplines Q 8 -1 What is a social media information system (SMIS)? Figure 8 -1 Social Media Is a Convergence of Disciplines Copyright © 2018, 2017, 2016 Pearson Education, Inc. All Rights Reserved 8 -6

Number of Social Media Active Users Q 8 -1 What is a social media information system (SMIS)? Figure 8 -2 Number of Social Media Active Users Copyright © 2018, 2017, 2016 Pearson Education, Inc. All Rights Reserved 8 -7

Three SMIS Roles Q 8 -1 What is a social media information system (SMIS)? • Social Media Providers – Facebook, Google+, Linked. In, Twitter, Instagram, and Pinterest platforms. – Attracting, targeting demographic groups. • Users – Individuals and organizations. • Communities – Mutual interests that transcend familial, geographic, and organizational boundaries. Copyright © 2018, 2017, 2016 Pearson Education, Inc. All Rights Reserved 8 -8

SM User Communities Q 8 -1 What is a social media information system (SMIS)? Figure 8 -3 SM Communities Copyright © 2018, 2017, 2016 Pearson Education, Inc. All Rights Reserved 8 -9

Social Media Application Providers Q 8 -1 What is a social media information system (SMIS)? • Facebook, Twitter, Linked. In, Google … • May charge fee, depending on application and purpose. – Free company page on Facebook, but. . . – Fee to advertise to communities that “Like” that page. • Internal SM using Share. Point for wikis, discussion board, photo sharing. Copyright © 2018, 2017, 2016 Pearson Education, Inc. All Rights Reserved 8 -10

Five Components of SMIS Q 8 -1 What is a social media information system (SMIS)? Component Hardware Software Data Procedures People Role Description Social media providers Elastic, cloud-based servers Users and communities Any user computing device Social media providers Application, No. SQL or other DBMS, Analytics Users and communities Browser, IOS, Android, Windows 10, and other applications Social media providers Content and connection data storage for rapid retrieval Users and communities User-generated content, connection data Social media providers Run and maintain application (beyond the scope of this text) Users and communities Create and manage content, informal, copy each other Social media providers Staff to run and maintain application (beyond the scope of this text) Users and communities Key users, adaptive, can be irrational Figure 8 -4 Five Components of SMIS Copyright © 2018, 2017, 2016 Pearson Education, Inc. All Rights Reserved 8 -11

SMIS Is Not Free Q 8 -1 What is a social media information system (SMIS)? • Costs to develop, implement, manage social networking procedures. • Direct labor costs. • 96% of companies use social media to recruit employees. – 76% of recruiters say they view details about volunteer work on social media sites positively – SM posts with spelling mistakes or poor grammar were viewed negatively by 72% of respondents Copyright © 2018, 2017, 2016 Pearson Education, Inc. All Rights Reserved 8 -12

SMIS and Organizational Strategy Q 8 -2 How do SMIS advance organizational strategy? • Strategy determines value chains, – Value chains determine business processes. – Processes determine SMIS requirements. • How do value chains determine dynamic processes? – Dynamic process flows cannot be designed or diagrammed. • SM fundamentally changes balance of power among users, communities, and organizations. Copyright © 2018, 2017, 2016 Pearson Education, Inc. All Rights Reserved 8 -13

SM in Value Chain Activities Q 8 -2 How do SMIS advance organizational strategy? Activity Focus Sales and marketing Outward to prospects Dynamic process Social CRM Peer-to-peer sales Risks Loss of credibility Bad PR Customer service Outward to customers Peer-to-peer support Loss of control Inbound logistics Upstream supply chain Problem solving providers Privacy Outbound logistics Downstream supply chain shippers Problem solving Privacy Manufacturing and operations Outward for user design; Inward to operations and manufacturing User-guided design Industry relationships Operational efficiencies Efficiency/effectiveness Human resources Employment candidates; Employee communications Employee prospecting, recruiting, and evaluation Share. Point for employee-toemployee communication Error Loss of credibility Figure 8 -5 SM in Value Chain Activities Copyright © 2018, 2017, 2016 Pearson Education, Inc. All Rights Reserved 8 -14

Social Media and the Sales and Marketing Activity Q 8 -2 How do SMIS advance organizational strategy? • Dynamic, SM-based CRM process. • Social CRM – Customers craft own relationship. § Wikis, blogs, discussion lists, frequently asked questions, sites for user reviews and commentary, other dynamic content. – Customers search content, contribute reviews and commentary, ask questions, create user groups, etc. – Not centered on customer lifetime value. Copyright © 2018, 2017, 2016 Pearson Education, Inc. All Rights Reserved 8 -15

Social Media and Customer Service Q 8 -2 How do SMIS advance organizational strategy? • Relationships emerge from joint activity, customers have as much control as companies. • Product users freely help each other solve problems. • Selling to or through developer networks most successful. – Microsoft's MVP program. • Peer-to-peer support risks loss of control. Copyright © 2018, 2017, 2016 Pearson Education, Inc. All Rights Reserved 8 -16

Social Media and Inbound and Outbound Logistics Q 8 -2 How do SMIS advance organizational strategy? • Benefits – Numerous solution ideas and rapid evaluation of them. – Better solutions to complex supply chain problems. – Facilitates user-created content and feedback among networks needed for problem solving. • Loss of privacy – Open discussion of problem definitions, causes, and solution constraints. – Problem solving in front of your competitors. Copyright © 2018, 2017, 2016 Pearson Education, Inc. All Rights Reserved 8 -17

Social Media and Manufacturing and Operations Q 8 -2 How do SMIS advance organizational strategy? • Improves communication channels within organization and externally with consumers, design products, develop supplier relationships, and operational efficiencies. • Crowdsourcing. • Businesses-to-consumer (B 2 C) • You. Tube for posting videos of product reviews and testing, factory walk-throughs. • Yammer - enterprise social networking service. Copyright © 2018, 2017, 2016 Pearson Education, Inc. All Rights Reserved 8 -18

Social Media and Human Resources Q 8 -2 How do SMIS advance organizational strategy? • Employee communications using internal personnel sites. – Ex: My. Site and My. Profile in Share. Point. • Finding prospective employees, recruiting and evaluating candidates. • Place for employees to post their expertise. • Risks: – Forming erroneous conclusions about employees. – Pushing unpopular management message. Copyright © 2018, 2017, 2016 Pearson Education, Inc. All Rights Reserved 8 -19

Q 3: How Do SMIS Increase Social Capital? Q 8 -3 How do SMIS increase social capital? • Capital – Investment of resources for future profit. • Types of business capital – Physical capital: produce goods and services (factories, machines, manufacturing equipment). – Human capital: human knowledge and skills investments. – Social capital: social relations with expectation of marketplace returns. Copyright © 2018, 2017, 2016 Pearson Education, Inc. All Rights Reserved 8 -20

What Is the Value of Social Capital? Q 8 -3 How do SMIS increase social capital? • Value of social capital – Number of relationships, strength of relationships, resources controlled. • Adds value in four ways 1. 2. 3. 4. Information Influence Social credentials Personal reinforcement Copyright © 2018, 2017, 2016 Pearson Education, Inc. All Rights Reserved 8 -21

How Do Social Networks Add Value to Businesses? Q 8 -3 How do SMIS increase social capital? • Progressive organizations: – Have Facebook, Linked. In, Twitter, other SN sites. – Encourage customers and interested parties to leave comments. – Risk – encouraging excessively critical feedback. – Klout score – measure of individual’s social capital. Copyright © 2018, 2017, 2016 Pearson Education, Inc. All Rights Reserved 8 -22

Using Social Networking to Increase the Number of Relationships Q 8 -3 How do SMIS increase social capital? Figure 8 -6 Growing Social Networks Copyright © 2018, 2017, 2016 Pearson Education, Inc. All Rights Reserved 8 -23

Top You. Tube Channels Q 8 -3 How do SMIS increase social capital? Top 5 Beauty and Style Channels Monthly Views Est. Monthly Top 5 Food and Cooking Channels (millions) Earnings Monthly Est. Views Monthly (millions) Earnings Yuya 35. 8 $41, 476 Charlis. Crafty. Kitchen 29. 1 $127, 777 grav 3 yardgirl 27. 7 $32, 292 Mosogourmet 22. 9 $100, 031 Zoella 23. 5 $27, 375 Cookies. Cupcakesand. Cardio 17. 1 $79, 309 Cute Girls Hairstyles 18. 3 $21, 078 How To Cook That 16. 4 $77, 773 Rclbeauty 101 17. 8 $20, 960 My. Cupcake. Addiction 13. 5 $64, 268 Figure 8 -7 Top You. Tube Channels Source: Data from Nat Ives, “What a You. Tube Celeb Pulls In, ” Adage. com, April 15, 2016, accessed May 25, 2016, http: //adage. com/article/news/a-youtube-celeb-pulls/29801. Copyright © 2018, 2017, 2016 Pearson Education, Inc. All Rights Reserved 8 -24

Using Social Networks to Increase the Strength of Relationships Q 8 -3 How do SMIS increase social capital? • Strength of a relationship § Likelihood other entity will do something that benefits your organization. • Positive reviews, post pictures using organization’s products or services, tweet about upcoming product releases, and so on. • Strengthen relationships by asking someone to do you a favor. • Frequent interactions strengthen relationships. Copyright © 2018, 2017, 2016 Pearson Education, Inc. All Rights Reserved 8 -25

Using Social Networks to Connect to Those with More Resources Q 8 -3 How do SMIS increase social capital? • Social Capital = Number of Relationships × Relationship Strength × Entity Resources. • Huge network of people with few resources less valuable than a smaller network of people with substantial resources. • Resources must be relevant. • Most organizations ignore value of entity assets. Copyright © 2018, 2017, 2016 Pearson Education, Inc. All Rights Reserved 8 -26

Enhanced Golf Fan So What? • Advances in technology have changed the way we consume entertainment. • In 1998 54% of people would rather attend a game than watch it at home; in 2011 that number had dropped to 29%. • The PGA has started providing data visualizations, advanced statistics, real-time updates, and live feeds to improve the viewing experience. • How could other sports use data analytics to enhance the viewing experience? Copyright © 2018, 2017, 2016 Pearson Education, Inc. All Rights Reserved 8 -27

Synthetic Friends Ethics Guide • Army of bots for company SM. – Inflates follower count. • “Click farms” – Form of click fraud. – Large group of low-paid workers hired to click on paid advertising links for the click fraudster. • Attracts annoying spam accounts. • Then comes the purge. Copyright © 2018, 2017, 2016 Pearson Education, Inc. All Rights Reserved 8 -28

Earning Revenue from Social Media Q 8 -4 How do (some) companies earn revenue from social media? • Hyper-social organization – Transform interactions with customers, employees, and partners into mutually satisfying relationships with them and their communities. • You Are the Product. – “If you’re not paying, you’re the product. ” – Renting your eyeballs to an advertiser. • Monetize Copyright © 2018, 2017, 2016 Pearson Education, Inc. All Rights Reserved 8 -29

Revenue Models for Social Media Q 8 -4 How do (some) companies earn revenue from social media? • Advertising – Pay-per-click – Use increases value • Freemium – Offers users a basic service for free, and then charges a premium for upgrades or advanced features. • Sales - apps and virtual goods, affiliate commissions, donations. Copyright © 2018, 2017, 2016 Pearson Education, Inc. All Rights Reserved 8 -30

Does Mobility Reduce Online Ad Revenue? Q 8 -4 How do (some) companies earn revenue from social media? • By 2020, number of mobile devices to reach 11. 6 billion. – Mobile ad spending should reach $77 B, and account for 73 percent of total digital ad spending • Average click-through rate of smartphones is 2. 18%, but just 1. 86% on PCs. • Conversion rate § Frequency someone clicks on ad makes a purchase, “likes” a site, or takes some other action desired by advertiser. Copyright © 2018, 2017, 2016 Pearson Education, Inc. All Rights Reserved 8 -31

Does Mobility Reduce Online Ad Revenue? (cont’d) Q 8 -4 How do (some) companies earn revenue from social media? • Paid search, display or banner ads, mobile ads, classifieds, or digital video ads. • Use of ad-blocking software growing by 41% per year. Copyright © 2018, 2017, 2016 Pearson Education, Inc. All Rights Reserved 8 -32

Mobile Ad Spending Q 8 -4 How do (some) companies earn revenue from social media? • Mobile users click ads more often and generate more revenue. • Design problem: How best to configure mobile experience to obtain legitimate clicks and conversions? Figure 8 -8 Mobile Ad Spending Copyright © 2018, 2017, 2016 Pearson Education, Inc. All Rights Reserved 8 -33

Developing an Effective SMIS? Q 8 -5 How do organizations develop an effective SMIS? • Focus on being cost leader or on product differentiation. • Industry-wide or segment focus. • Premeditated alignment of SMIS with organization’s strategy. • Next slide shows process of developing a practical plan to effectively use existing social media platforms. Copyright © 2018, 2017, 2016 Pearson Education, Inc. All Rights Reserved 8 -34

Social Media Plan Development Q 8 -5 How do organizations develop an effective SMIS? Figure 8 -9 Social Media Plan Development Copyright © 2018, 2017, 2016 Pearson Education, Inc. All Rights Reserved 8 -35

Common SM Strategic Goals Q 8 -5 How do organizations develop an effective SMIS? Goal Description Example Brand awareness Extent that users recognize a brand Organization’s brand mentioned in a tweet Conversion rates Measures the frequency that someone takes a desired action Likes the organization’s Facebook page Web site traffic Quantity, frequency, duration, and depth of visits to a Web site Traffic from Google+ post mentioning the organization’s site User engagement Extent to which users interact with a site, application, or other media User regularly comments on organization’s Linked. In posts Figure 8 -10 Common SM Strategic Goals Copyright © 2018, 2017, 2016 Pearson Education, Inc. All Rights Reserved 8 -36

Success Metrics Q 8 -5 How do organizations develop an effective SMIS? • Success metrics are measurements to track performance toward goals. • Also called key performance indicators (KPI). • Ignore vanity metrics • Minimize bounce rate Copyright © 2018, 2017, 2016 Pearson Education, Inc. All Rights Reserved 8 -37

Common SM Metrics Q 8 -5 How do organizations develop an effective SMIS? Goal Metrics Brand awareness Total Twitter followers, audience growth rate, brand mentions in SM, Klout or Kred score Conversion rates Click rate on your SM content, assisted social conversions Web site traffic Visitor frequency rate, referral traffic from SM User engagement Number of SM interactions, reshares of SM content Figure 8 -11 Common SM Metrics Copyright © 2018, 2017, 2016 Pearson Education, Inc. All Rights Reserved 8 -38

Enterprise Social Networks (ESN) Q 8 -6 What is an enterprise social network (ESN)? • ESN – Software platform uses SM to facilitate cooperative work of people within an organization. – Improve communication, collaboration, knowledge sharing, problem solving, and decision making. • Enterprise 2. 0 – Use of emergent social software platforms within companies, or between companies, partners, or customers. Copyright © 2018, 2017, 2016 Pearson Education, Inc. All Rights Reserved 8 -39

Enterprise 2. 0: Mc. Affee’s SLATES Model Q 8 -6 What is an enterprise social network (ESN)? Enterprise 2. 0 Component Remarks Search People have more success searching than they do in finding from structured content. Links to enterprise resources (like on the Web). Authoring Create enterprise content via blogs, wikis, discussion groups, presentations, etc. Tags Flexible tagging (like Delicious) results in folksonomies of enterprise content. Extensions Using usage patterns to offer enterprise content via tag processing (like the style of Pandora). Signals Pushing enterprise content to users based on subscriptions and alerts. Figure 8 -12 Mc. Afee’s SLATES Model Source: Based on Andrew Mc. Afee, “Enterprise 2. 0: The Dawn of Emergent Collaboration, ” MIT Sloan Management Review, Spring 2006, accessed http: //sloanreview. mit. edu/article/enterprisethe-dawn-of-emergent-collaboration. Copyright © 2018, 2017, 2016 Pearson Education, Inc. All Rights Reserved 8 -40

Changing Communication Q 8 -6 What is an enterprise social network (ESN)? • Communication channels within corporations changed in equally dramatic ways. – Using ESNs, employees can bypass managers and post ideas directly for CEO to read. – Quickly identify internal experts to solve unforeseen problems. Copyright © 2018, 2017, 2016 Pearson Education, Inc. All Rights Reserved 8 -41

Deploying Successful Enterprise Social Networks Q 8 -6 What is an enterprise social network (ESN)? • Organizations still learning how to use and deploy ESNs. • Develop strategic plan for using SM internally via same process as used for external social media use. • Assess likelihood of employee resistance. Copyright © 2018, 2017, 2016 Pearson Education, Inc. All Rights Reserved 8 -42

ESN Implementation Best Practices Q 8 -6 What is an enterprise social network (ESN)? ESN Deployment Best Practices Strategy 1. Define how ESN supports the organization’s existing goals and objectives. 2. Define success metrics. 3. Communicate the ESN strategy to all users. 4. Convey an expectation of organization-wide ESN adoption. Sponsorship 5. Identify an executive sponsor to promote the ESN. 6. Identify ESN champions within each organizational unit. 7. Encourage champions to recruit users. 8. Identify groups that would benefit most from the ESN. Support 9. Provide all users access to the ESN. 10. Mandate processes to be used within the ESN. 11. Provide incentives for ESN adoption and use. 12. Provide employee training and ESN demonstrations. Success 13. Measure ESN effectiveness via success metrics. 14. Evaluate how ESN supports the organization’s strategy. 15. Promote ESN success stories. 16. Continuously look for ways to use the ESN more effectively. Figure 8 -13 ESN Implementation Best Practices Copyright © 2018, 2017, 2016 Pearson Education, Inc. All Rights Reserved 8 -43

Social Media Policy Q 8 -7 How can organizations address SMIS security concerns? • Develop and publicize social media policy. – Delineate employees’ rights and responsibilities. – Index to 100 different policies at Social Media Today. • Intel's Three Pillars of SM Policies. 1. Disclose 2. Protect 3. Use Common Sense Copyright © 2018, 2017, 2016 Pearson Education, Inc. All Rights Reserved 8 -44

Intel’s Rules of Social Media Engagement Q 8 -7 How can organizations address SMIS security concerns? Disclose Be transparent—use your real name and employer Be truthful—point out if you have a vested interest Be yourself—stick to your expertise and write what you know Protect Don’t tell secrets Don’t slam the competition Don’t overshare Use Common Sense Add value—make your contribution worthwhile Keep it cool—don’t inflame or respond to every criticism Admit mistakes—be upfront and quick with corrections Figure 8 -14 Intel’s Rules of Social Media Engagement Source: Used with permission from Intel Corporation. Copyright © 2018, 2017, 2016 Pearson Education, Inc. All Rights Reserved 8 -45

Managing the Risk of Inappropriate Content Q 8 -7 How can organizations address SMIS security concerns? • User-generated content (UGC) • Problems from external sources – Junk and crackpot contributions – Inappropriate content – Unfavorable reviews – Mutinous movements • Monitor by employees or use outsource service (Bazaarvoice) Copyright © 2018, 2017, 2016 Pearson Education, Inc. All Rights Reserved 8 -46

Responding to Social Networking Problems Q 8 -7 How can organizations address SMIS security concerns? • Leave it. – “Never wrestle with a pig; you’ll get dirty and the pig will enjoy it. ” • Respond to it. – If it yields positive result. • Delete it. – Comments by crackpots, have nothing to do with the site, or contains obscene or otherwise inappropriate content. Copyright © 2018, 2017, 2016 Pearson Education, Inc. All Rights Reserved 8 -47

Internal Risks from Social Media Q 8 -7 How can organizations address SMIS security concerns? • Threats to information security, increased organizational liability, decreased employee productivity. • Seemingly innocuous comments inadvertently leak information used to secure access to organizational resources. – Bad idea to tell everyone it’s your birthday because your date of birth (DOB) can be used to steal your identity. Copyright © 2018, 2017, 2016 Pearson Education, Inc. All Rights Reserved 8 -48

Internal Risks from Social Media (cont’d) Q 8 -7 How can organizations address SMIS security concerns? • Employees may inadvertently increase corporate liability when they use social media. – Sexual harassment liability. – Leak confidential information. • Reduced employee productivity. – 64% of employees visit non-work-related Web sites each day. – Tumblr (57%), Facebook (52%), Twitter (17%), Instagram (11%), and Snap. Chat (4%). Copyright © 2018, 2017, 2016 Pearson Education, Inc. All Rights Reserved 8 -49

Social Media Information Systems in 2027 Q 8 -8 2027? • New mobile devices with innovative mobile-device UX, coupled with dynamic and agile information systems based on cloud computing and dynamic virtualization. • BYOD policy – Organization is the endoskeleton, supporting the work of people on the exterior. § Employees craft own relationships with their employers. • Non-routine cognitive skills more important. Copyright © 2018, 2017, 2016 Pearson Education, Inc. All Rights Reserved 8 -50

Digital Is Forever Security Guide • You can become a victim by transmitting personal information using an Internet connection. • Stored on numerous servers and employer’s server farms. • In most cases, impossible to delete • Companies analyze everything you digitally say or do. § Google scans contents of Gmail messages, looks at search queries, sites you visit, and your Google profile so it can serve you targeted ads. Copyright © 2018, 2017, 2016 Pearson Education, Inc. All Rights Reserved 8 -51

Digital Is Forever (cont’d) Security Guide • Big Data = Big Money – Personal data illegally accessed by criminals and sold on black market to other nefarious characters; or – Legally accessed by companies and sold to other companies. • Steps to remove or mask their digital footprints. – Clearing cookies, – Encrypting email, – Avoid using real name Copyright © 2018, 2017, 2016 Pearson Education, Inc. All Rights Reserved 8 -52

International Content Director Career Guide Katelyn Carmen at Deseret Digital Media Q. What attracted you to this field? A. “I love social media because it connects the world in unprecedented ways. It gives people a place to share their voice and talk about things that matter. It’s an exciting field—constantly changing and evolving—and there is always something new to learn. ” Q. What advice would you give to someone who is considering working in your field? A. “Get on all of the social media platforms and learn how to use each one. Start a blog and write regularly. Immerse yourself in the field and teach yourself everything you can. ” Copyright © 2018, 2017, 2016 Pearson Education, Inc. All Rights Reserved 8 -53

Active Review Q 8 -1 What is a social media information system (SMIS)? Q 8 -2 How do SMIS advance organizational strategy? Q 8 -3 How do SMIS increase social capital? Q 8 -4 How do (some) companies earn revenue from social media? Q 8 -5 How do organizations develop an effective SMIS? Q 8 -6 What is an enterprise social network (ESN)? Q 8 -7 How can organizations address SMIS security concerns? Q 8 -8 2027? Copyright © 2018, 2017, 2016 Pearson Education, Inc. All Rights Reserved 8 -54

Sedona Social Case Study 8 • Sedona Chamber of Commerce hired you as manager of community social media. • Provide advice and assistance to local businesses in development of social media sites and manage Sedona Co. C’s social media presence. • Begin by making suggestions on ways their SM site could be improved. Copyright © 2018, 2017, 2016 Pearson Education, Inc. All Rights Reserved 8 -55

Pink Jeep Tours Case Study 8 Figure 8 -19 Pink Jeep Tours Source: © David Kroenke Copyright © 2018, 2017, 2016 Pearson Education, Inc. All Rights Reserved 8 -56