Abstract
In an ever-changing, competitive marketplace, executive information systems (EIS) promise the ability to simultaneously assess factors in both the internal and external environment, enabling a timely competitive response. EIS are enjoying a renaissance due to the recent emergence of on-line analytical processing (OLAP) capabilities. OLAPs power, flexibility and ease of use supports mental model (knowledge) creation better than traditional executive information systems. This case study allows you to examine the usefulness and ease of use of OLAP technology for strategic market analysis at Washtenaw Mortgage Company, a firm in the mortgage wholesale industry. The key to improving competitive performance is not the technology, but rather, how the technology is utilized to focus managements analysis. Gaining strategic insights requires three ingredients people, process, and technology. A three-stage process used for implementing an OLAP strategic market analysis application is presented. OLAP technology marks an evolutionary improvement in EIS software. The potential of this technology, however, is not likely to be realized without a better understanding of the process for achieving management focus.
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