Case One Campbell Uses Technology to Reach Out to the Younger Generation Soup.Canned soup.It's been around for ages,What could be said about it that hasn't been said What could be done to mprove soup that hasn't already been done-probably when your grandparents were in school Soup companics still find room for improvement. Your grandparents may not have cared about using less salt,but you do. Other opportunitics for improvement, howcver, may not involve the product itself but the business processes used to produce and distribute it. Information systems can do a great dcal to improve business processes,The challcnge a company faccs today is to find those opportunitics for improvement. These opportunitics are not in the same placcs that senior managers looked for them a decadc or two ago. Joseph Spagnoletti,senior vice president and CIO of Campbcll's Soup,is the person who must figure out how to improve business processes at Campbell's.His challenge is to find opportunitics for improvcment and takc advantage of them. Spagnoletti nceds to select the most cffcctive software applications for managing basic business processcs,such as maintaining the quality of products,fulfilling orders,and shipping "The goal is to get thc best outcome,for the lowest cost at the fastest spced, with the lcast amount of risk,"says Spagnoleri.To achicve this goal,Campbeil's CIO turned to doud services that allow companics to spend less on buying and maintaining hardwarc.In 2013,he cut the amount of moncy hc was spending to maintain the company's back- office hardware and software by 80 percent.Back-office software consists of the applications,such as accounting and Inventory management,that do not interface with customers. He invested these funds in consumers and innovation. Onc major initiative is to take advantage of crowdsourcing.Crowdsourcing tools use contributions from a large group of people connected together through social media and Web and mobile technologies. For examplc, Spagnoletti contracted with Field Agent LLC,a company that posts assignments for approximatcly 240,000 consumers Thesc assignments include conducting price checks snapping a photo of product display on a smartphone, answering polling questions,or whatever service a company would usually necd field agents to perform.Spagnoleiti hopes to usc similar cfforts to cul costs and improve Campbell's understanding of customes' necds. Spagnolctti is also investing in fun crowdsourcing marketing initiatives. He has tcamed with th markcting department to launch Hack the Kitchen,a contest that invites computer programmers to write code for a Web or mobile tool that helps consumers find good recipes online.The winner reccives $25,000 and a $25,000 contract to program for Campbell. By appcaling to the online public at large, Campbell hopes to provide innovative onlinc services that boost its image. Since assuming the role of Campbell's CEO in 2011, Denise Morrison has reversed decdining sales and achieved a 9 percent sales growth in the fourth quarter of 2012. Morrison has introduced a new line of soup called Campbell's Go and new varictics of Campbell's Chunky soup. However, shc has also charged Spagnolctti not only with maintaining thc information systems neccssary for basic business proccsses but also with developing the type of digital technologics that will appcal to the younger gencration of consumers.Clearly,Campbell's sces information systems as vital to its future. Discussion Questions 1. Spagnoletti received his undergraduate degree in Computer scicnce and spent his entire career in infor- mation systems before being appointed Campbell's CIO in August 2008. Given his current responsibilitics, do you think that career path is still appropriate for someone who wants to be a ClO today? 2. How does Campbell's use crowdsourcingDo you think these initiatives will hcip the company appeal to younger consumers? Why,or why no Critical Thinking Questions 1. Campbell's is a large company.How can cloud tools work for smaller organizations? Consider thrce types of organizations:a collcge with about 2.000 students,the police depal Sent of a city with a population of about 250,000,and'a family-owned chain of five car deale ships in the same region. 2. Spagnoletri has shifled resources from back-oftice sys tens to marketing initiatives.Commenting on this choice,he says,"If your strategies are clcar,and you understand the risks to your back office veraus the opportunitics, it's very casy to make those shifts and it's noticeable."What risks is Spagnolcui taking

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Case One Spagnoletti is also investing in fun crowdsourcing marketing initiatives. He has teamed with the marketing department to launch Hack the Kitchen, a contest that invites computer programmers to write code for a Web or mobile tool that helps consumers find good recipes online. The winner receives $25,000 and a $25,000 contract to program for Campbell. By appealing to the online public at large Campbell hopes to provide innovative online services that boost its Image Since assuming the role of Campbell's CEO in 2011, Denise Morrison has reversed declining sales and achieved a 9 percent sales growth in the fourth quarter of 2012 Morrison has introduced a new line of soup called Campbell's Go and new varieties of Campbell's Chunky soup. However, she has also charged Spagnoletti nek only with maintaining the information systems necessary for busic business processes but also with developing the type of digital technologies that will appeal to the younger generation of consumers. Dearly, Campbell's sees information systems as vital to its future Campbell Uses Technology to Reach Out to the Younger Generation Soup. Canned soup. It's been around for ages. What could be said about it that hasn't been said? What could be done to improve soup that hasn't already been doneprobably when your grandparents were in school? Soup companies still find room for improvement. Your grandparents may not have cared about using less salt, but you do. Other opportunities for improvement, however, may not involve the product itself but the business processes used to produce and distribute it. Information systems can do a great deal to improve business processes. The challenge a company faces today is to find those opportunities for improvement. These opportunities are not in the same places that senior managers looked for them a decade or two ago Joseph Spagnoletti, senior vice president and Co of Campbell's Soup, is the person who must figure out how to improve busi processes at Campbell's. His challenge RO find opportunities for improvement and take advantage of them. Spagnoletti needs to select the most effective software applications for managing basic business processes, such as maintaining the quality of products, fulfilling orders, and shipping "The goal is to get the best outcome, for the lowest cost at the fastest speed, with the least amount of risk, skys Spagnoletti. To achieve this goal, Campbell's CIO turned to doud services that allow companies to spend less on buying and maintaining hardware. In 2013, he cut the amount of money he was spending to maintain the company's back- office hardware and software by 80 percent. Back-office software consists of the applications, such as accounting and inventory management, that do not interface with customers He invested these funds in consumers and innovation One major initiative is to take advantage of crowdsourcing Crowdsourcing tools un contributions from large group of people connected together through social media and Web and mobile technologies. For example, Spagnoletti contracted with Fidd Agent LLC, a company that posts assignments for approximately 240,000 consumers These assignments include conducting price checks, snapping a photo of product display on a smartphone, answering polling questions, or whatever service a company would usually need field agents to perform. Spagnoletti hopes to use similar diorts to cut costs and improve Campbell's understanding of customers' needs Discussion Questions I Spagnoletti received his undergraduate degree in computer science and spent his entire career in infor- mation systems before being appointed Campbell's co in August 2008. Given his current responsibilities, do you think that career path is still appropriate for someone who wants to be a co today? 2! How does Campbell's use crowdsourcing? Do you think these initiatives will help the company appeal to Younger consumers? Why, or why not? Critical Thinking Questions 1. Campbell's is a large company. How can cloud tools work for smaller organizations? Consider three types of organizations: a college with about 2,000 students, the police department of a city with a population of about 250,000, and a family owned chain of five car dealer ships in the same region 2. Spagnoletti has shifted resources from back office sys tems to marketing initiatives. Commenting on this choice, he says "If your strategies are clear, and you understand the risks to your back office versus the opportunities, it's very casy to make those shifts and l's noticeable. What isks is Spagnoletti ting