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Case One Campbell Use Technology to Reach out to the Younger Generation Scup Canned soup it's been around for ages What could be and about that has been shut qould be done to impruve soup that already hacen de probably when pour grandparents were in school? Soup companies still find mom for improvement. Your urundpuremn mu pot have cared about using lot, but you do other opportunities for improvement, however, may not involve the product itself but the busince proceset uued to produce and distribute it. Information systems an do . 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 manager looked for them a decade or two ago. Joseph Spupnoletti, senior vice president and c/o of Campbell Sap, is the perm who mut fgur ut hw t umpore business process at Campbell's Ilis challenge is to find opportunities for improvement and tk advantage of thm. spagnoletti needs to scies the most effective software applications for mniging basic business processes, such as hus maintaining the quality of products, fulfilling orders, and shipping "The goal is to get the best outcome, for the lowest cas . at the fastest speed, with the lt mnt f risk saws Spagnolet. To achieve this goal. Campbel's c10 turned to d rvi tht llw companies to nd l n having and maintaining hardware. In 2013, he cut the amount of h w ndng t mintin the company's b- office hardware and software by 80 percent. Back-office settware consists of the applications, such as accounting and inventory management, that do not interace with c. He invested these funds in consumers and Innovaton One major initutive is to take advantage of crowdsourcing, Crowdsourcing tools use contributions from a large group of people conneuled together through sudd media nd wb nd bl technologies. Fr xml, Spa une cui contracted with rela Agent UC 1 company that posts insignments les appels de comuna These assignments include conducting price checks , Snapping a photos a product dpi on tphae wer poins , hi would usually need fuld au clum. Spagnole hopes tuule su u UN MAG Campbel's undercando o Spanien is also invcninc in fun crodeunding marketing initiatives. He has sesmed with the marketing department to launch Hock the Kitchen a content that inita computer programmen -wete code for a web or mobile tool that helps consumers find good recipes online. The winner receive $250 and $25.00 contract to program for Campiseil By appeal to the online public at large, Campbell bopes to provide inovative online services that boost is made Since assurning the role of Campbel's CFO in 2011. Denise Morrison has revered dedining sales and achieved a 9 persent sales growth in the fourth quarter of 2012 Mortion has introduced a ne line of soup called Campbell's Go and new varieties of Campbell Chunky soup. However, she has also changed Spugnoletti not only with maintaining the information syvems neuen fee base business process but als with descoping the type of digital technologies that will appeal to the younger generation of consumers. Clearly. Campbell's ces information systems as a tets tunc Discussion Questions 1. Spagnoletti neecived his undergraduate degree in wputer science and spent hus entre cucer in infor mation systems before bene uppouted Canpbdl's co in August 2006. Gaven his current responsibilities. do you think that cancer path is still approprate for someone who wants to be a co today? 2. How does Campbell's use crowdsourcing? Do you thing these initiatives will help the company appeal to younger consuce? Why. or wlu me Critical Thinking Questions 1. Campbell's is a large company. How can doudous work for smaller organizations Consider three type of organizations: a college with about 2,000 sauke the police department of a city with a population about 2500 und lily owned chun veuren slaps in the same rekk 2. Spagnoleu luus shufted rescue buses Lons to murkung ve cehs duolee, he sun. Your eyes Jue you widerstand the uses to your boulkuvua CPPC very easy to make these and M's move what woks 44 - 7