Reference no: EM132314881
Case Study: Westfield
Background:
Westfield's Australian ‘searchable mall' featuring 100,000 products online
• The Westfield Group harnessed the bang with the realization that their hugely successful model of building large, quality, long-lasting shopping malls across the world, was being challenged by a profound change in shopper behavior - driven by technology enabled connectivity. It became apparent that this could be a disruption with a big bang, or a transformative opportunity to connect the digital shopper with shopping centers that improved the shopping experience.
• By 2012 Westfield Labs was set up to leverage the retail ecosystem with innovative social, mobile and digital market opportunities that converge the digital shopper with the physical world.
• Westfield's learnings include getting curious around technology, seeing scenarios in the shoppers' journeys, and supporting them with a broad range of new digitally enabled innovations. Now digital storefronts, digital in-center signage, click and collect hubs, Wi-Fi networks, frictionless car parking payment services, mobile food service apps and the searchable mall web platform all integrate retailers and help shoppers find what they want in their local Westfield shopping center.
There is limited information available to you now, hence you are required to further explore the case.
Assignment Requirements and Deliverables
You are required to write a report (3000 words) that researched the above case study and should include the following details in the main body of the report. Please note standard report structure including an executive summary, introduction and conclusions in addition to the main body must be adhered to.
• Frameworks for analysis, i.e., ethical and IT governance
o Decide on and use appropriate frameworks for analysis
• Assessment of the ethical consequences of moving to a digital firm on diversity and inclusion
o Your assessment must consider IT governance issues and what technologies can be used to achieve inclusion while maintaining a competitive advantage.
o Your assessment must be supported by concepts and other material from the literature (text, readings, etc.).
• Recommendations.
o Provide recommendations on your assessment.
o You must convince management to adopt your recommendations (i.e. ‘sell' them to management).
Your aim should be to write a report outlining the ethical implications of changes that have occurred in the business due to digital innovation and to identify how competitive advantage can be maintained.
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