Sys 210 Final Revision Questions

Chapter 3, 4, 9, 13.

Chapter 13 Revision Questions

1. What is the difference between sustaining and disruptive technology?

A sustaining technology produces an improved product customers are eager to buy, whereas a
disruptive technology is a new way of doing things, that initially does not meet the needs of
customers, but eventually opens new markets and destroys old ones.

‫ﻣﺎ ﻫﻮ اﻟﻔﺮق ﺑﻴﻦ اﻟﺘﻜﻨﻮﻟﻮﺟﻴﺎ اﻟﻤﺴﺘﺪاﻣﺔ واﻟﺘﺨﺮﻳﺒﻴﺔ؟‬

‫ ﻓﻲ ﺣﻴﻦ أن اﻟﺘﻜﻨﻮﻟﻮﺟﻴﺎ اﻟﺘﺨﺮﻳﺒﻴﺔ ﻫﻲ ﻃﺮﻳﻘﺔ ﺟﺪﻳﺪة ﻟﻠﻘﻴﺎم ﺑﺎﻷﺷﻴﺎء‬، ‫ﺗﻨﺘﺞ اﻟﺘﻜﻨﻮﻟﻮﺟﻴﺎ اﻟﻤﺴﺘﺪاﻣﺔ ﻣﻨﺘﺠﺎ ﻣﺤﺴﻨﺎ ﻳﺘﻮق اﻟﻌﻤﻼء إﻟﻰ ﺷﺮاﺋﻪ‬
.‫ وﻟﻜﻨﻬﺎ ﺗﻔﺘﺢ ﻓﻲ ﻧﻬﺎﻳﺔ اﻟﻤﻄﺎف أﺳﻮاﻗﺎ ﺟﺪﻳﺪة وﺗﺪﻣﺮ اﻷﺳﻮاق اﻟﻘﺪﻳﻤﺔ‬، ‫ اﻟﺘﻲ ﻻ ﺗﻠﺒﻲ ﻓﻲ اﻟﺒﺪاﻳﺔ اﺣﺘﻴﺎﺟﺎت اﻟﻌﻤﻼء‬،

2. What is a paradigm shift and what is its relation to ebusiness?

A paradigm shift occurs when a new radical form of business enters the market that reshapes the
way companies and organizations behave. Ex: internet, radio, tv, printing press

‫ﻣﺎ ﻫﻮ ﻧﻘﻠﺔ ﻧﻮﻋﻴﺔ وﻣﺎ ﻫﻲ ﻋﻼﻗﺘﻪ ﺑﺎﻷﻋﻤﺎل اﻟﺘﺠﺎرﻳﺔ اﻹﻟﻜﺘﺮوﻧﻴﺔ؟‬

‫ﻳﺤﺪث ﻧﻘﻠﺔ ﻧﻮﻋﻴﺔ ﻋﻨﺪﻣﺎ ﻳﺪﺧﻞ ﺷﻜﻞ ﺟﺬري ﺟﺪﻳﺪ ﻣﻦ اﻷﻋﻤﺎل اﻟﺘﺠﺎرﻳﺔ إﻟﻰ اﻟﺴﻮق ﻳﻌﻴﺪ ﺗﺸﻜﻴﻞ اﻟﻄﺮﻳﻘﺔ اﻟﺘﻲ ﺗﺘﺼﺮف ﺑﻬﺎ اﻟﺸﺮﻛﺎت‬
‫ اﻟﻤﻄﺒﻌﺔ‬،‫ اﻟﺘﻠﻔﺰﻳﻮن‬،‫ اﻟﺮادﻳﻮ‬،‫اﻹﻧﺘﺮﻧﺖ‬: ‫ﻋﻠﻰ اﻟﺴﻂ‬. ‫واﻟﻤﻨﻈﻤﺎت‬
 3. What is the difference between information richness and information reach?
Information richness refers to the depth and breath of information transferred between customers
and business
•Instead of a company catalog with a simple text box and perhaps a small photo, the Web allows
companies to post 3-dimensional photos, video, customer reviews, newspaper and magazine
articles, product comparisons including price, etc.

Information reach refers to the number of people a business can communicate with, on a global
basis
•Companies can now reach customers around the world, not just customers who can physically
travel to their store
‫ﻣﺎ اﻟﻔﺮق ﺑﻴﻦ ﺛﺮاء اﻟﻤﻌﻠﻮﻣﺎت واﻟﻮﺻﻮل إﻟﻰ اﻟﻤﻌﻠﻮﻣﺎت؟‬
‫ﻳﺸﻴﺮ ﺛﺮاء اﻟﻤﻌﻠﻮﻣﺎت إﻟﻰ ﻋﻤﻖ اﻟﻤﻌﻠﻮﻣﺎت اﻟﻤﻨﻘﻮﻟﺔ ﺑﻴﻦ اﻟﻌﻤﻼء واﻷﻋﻤﺎل وﻧﻔﺴﻬﺎ‬
، ‫ واﻟﻔﻴﺪﻳﻮ‬، ‫ وﻳﺐ ﻳﺴﻤﺢ ﻟﻠﺸﺮﻛﺎت ﻟﻨﺸﺮ اﻟﺼﻮر ﺛﻼﺛﻴﺔ اﻷﺑﻌﺎد‬، ‫ ورﺑﻤﺎ ﺻﻮرة ﺻﻐﻴﺮة‬، ‫•ﺑﺪﻻ ﻣﻦ ﻛﺘﺎﻟﻮج اﻟﺸﺮﻛﺔ ﻣﻊ ﻣﺮﺑﻊ ﻧﺺ ﺑﺴﻴﻂ‬
. ‫ اﻟﺦ‬، ‫ وﻣﻘﺎرﻧﺎت اﻟﻤﻨﺘﺠﺎت ﺑﻤﺎ ﻓﻲ ذﻟﻚ اﻟﺴﻌﺮ‬، ‫ وﻣﻘﺎﻻت اﻟﺼﺤﻒ واﻟﻤﺠﻼت‬، ‫وﻣﺮاﺟﻌﺎت اﻟﻌﻤﻼء‬
‫ ﻋﻠﻰ أﺳﺎس ﻋﺎﻟﻤﻲ‬، ‫ﻳﺸﻴﺮ اﻟﻮﺻﻮل إﻟﻰ اﻟﻤﻌﻠﻮﻣﺎت إﻟﻰ ﻋﺪد اﻷﺷﺨﺎص اﻟﺬﻳﻦ ﻳﻤﻜﻦ ﻟﻨﺸﺎط ﺗﺠﺎري اﻟﺘﻮاﺻﻞ ﻣﻌﻬﻢ‬
‫ وﻟﻴﺲ ﻓﻘﻂ اﻟﻌﻤﻼء اﻟﺬﻳﻦ ﻳﻤﻜﻨﻬﻢ اﻟﺴﻔﺮ ﻓﻌﻠﻴﺎ إﻟﻰ‬، ‫•ﻳﻤﻜﻦ ﻟﻠﺸﺮﻛﺎت اﻵن اﻟﻮﺻﻮل إﻟﻰ اﻟﻌﻤﻼء ﻓﻲ ﺟﻤﻴﻊ أﻧﺤﺎء اﻟﻌﺎﻟﻢ‬
‫ﻣﺘﺠﺮﻫﻢ‬

4. Do you consider the Internet and WWW forms of sustaining or disruptive

technology?
I think the internet and WWW are forms of sustaining technology. This is because it is always
being improved but does not create a new market and destroy old ones. They simply keep what
they have originally created and improve it to make it better and faster.
‫أﺷﻜﺎل اﻟﺘﻜﻨﻮﻟﻮﺟﻴﺎ اﻟﻤﺴﺘﺪاﻣﺔ أو اﻟﺘﺨﺮﻳﺒﻴﺔ؟‬WW ‫ﻫﻞ ﺗﻨﻈﺮ ﻓﻲ اﻹﻧﺘﺮﻧﺖ و‬
‫وذﻟﻚ ﻷﻧﻪ ﻳﺠﺮي داﺋﻤﺎ ﺗﺤﺴﻴﻦ وﻟﻜﻦ ﻻ ﻳﺨﻠﻖ ﺳﻮﻗﺎ ﺟﺪﻳﺪة وﺗﺪﻣﻴﺮ‬. ‫ﻫﻲ أﺷﻜﺎل ﻣﻦ اﻟﺘﻜﻨﻮﻟﻮﺟﻴﺎ اﻟﻤﺴﺘﺪاﻣﺔ‬WW ‫أﻋﺘﻘﺪ أن اﻹﻧﺘﺮﻧﺖ و‬
.‫أﻧﻬﺎ ﺑﺒﺴﺎﻃﺔ اﻟﺤﻔﺎظ ﻋﻠﻰ ﻣﺎ أﻧﺸﺄوه أﺻﻼ وﺗﺤﺴﻴﻨﻪ ﻟﺠﻌﻠﻪ أﻓﻀﻞ وأﺳﺮع‬. ‫اﻟﻘﺪﻳﻤﺔ‬
5. How have the Internet and WWW created a global platform for business?
The WWW provides access to the internet access to the internet information through documents
with special formatting language called HTML. Internet has made communication systems, like
email that have made it easy for business to communicate with each other and other businesses.
‫ﻣﻨﺼﺔ ﻋﺎﻟﻤﻴﺔ ﻟﻸﻋﻤﺎل؟‬WW ‫ﻛﻴﻒ أﻧﺸﺄت اﻹﻧﺘﺮﻧﺖ و‬
‫ﺟﻌﻠﺖ اﻹﻧﺘﺮﻧﺖ‬HTML. ‫اﻟﻮﺻﻮل إﻟﻰ اﻹﻧﺘﺮﻧﺖ إﻟﻰ ﻣﻌﻠﻮﻣﺎت اﻹﻧﺘﺮﻧﺖ ﻣﻦ ﺧﻼل وﺛﺎﺋﻖ ذات ﻟﻐﺔ ﺗﻨﺴﻴﻖ ﺧﺎﺻﺔ ﺗﺴﻤﻰ‬WWW ‫ﻳﻮﻓﺮ‬
.‫اﻟﺸﺮﻛﺎت‬ ‫ ﻣﺜﻞ اﻟﺒﺮﻳﺪ اﻹﻟﻜﺘﺮوﻧﻲ اﻟﺘﻲ ﺟﻌﻠﺖ ﻣﻦ اﻟﺴﻬﻞ ﻋﻠﻰ اﻷﻋﻤﺎل اﻟﺘﺠﺎرﻳﺔ اﻟﺘﻮاﺻﻞ ﻣﻊ ﺑﻌﻀﻬﺎ اﻟﺒﻌﺾ وﻏﻴﺮﻫﺎ ﻣﻦ‬،‫أﻧﻈﻤﺔ اﻻﺗﺼﺎﻻت‬
6. How do disintermediation, reinter mediation, and cyber mediation differ?
 Disintermediation occurs when a business sells directly to the customer online and cuts out the
intermediary.
Reintermediation adds value to the business process. Cybermediation is the creation of new kinds
of intermediaries that simply could not have existed before the advent of ebusiness.
‫ﻛﻴﻒ ﻳﺨﺘﻠﻒ اﻟﺘﻮﺳﻂ واﻟﻮﺳﺎﻃﺔ ﻋﺒﺮ اﻹﻧﺘﺮﻧﺖ واﻟﻮﺳﺎﻃﺔ اﻹﻟﻜﺘﺮوﻧﻴﺔ؟‬
‫اﻟﻮﺳﺎﻃﺔ‬. ‫ﻳﻀﻴﻒ اﻹﺻﻼح ﻗﻴﻤﺔ إﻟﻰ ﻋﻤﻠﻴﺔ اﻟﻌﻤﻞ‬. ‫ﻳﺤﺪث ﻋﺪم اﻟﻮﺳﺎﻃﺔ ﻋﻨﺪﻣﺎ ﺗﺒﻴﻊ ﺷﺮﻛﺔ ﻣﺒﺎﺷﺮة ﻟﻠﻌﻤﻴﻞ ﻋﺒﺮ اﻹﻧﺘﺮﻧﺖ وﺗﻘﻄﻊ اﻟﻮﺳﻴﻂ‬
‫اﻟﺴﻴﺒﺮاﻧﻴﺔ ﻫﻲ ﺧﻠﻖ أﻧﻮاع ﺟﺪﻳﺪة ﻣﻦ اﻟﻮﺳﻄﺎء اﻟﺬﻳﻦ ﺑﺒﺴﺎﻃﺔ ﻟﻢ ﻳﻜﻦ ﻣﻦ اﻟﻤﻤﻜﻦ أن ﺗﻜﻮن ﻣﻮﺟﻮدة ﻗﺒﻞ ﻇﻬﻮر اﻷﻋﻤﺎل اﻟﺘﺠﺎرﻳﺔ‬
.‫اﻹﻟﻜﺘﺮوﻧﻴﺔ‬
7. What are the four ebusiness advantages?
1) Expanding global reach.
2) Opening new markets.
3) Reducing cost.
4) Improving effectiveness.
‫ﻣﺎ ﻫﻲ ﻣﺰاﻳﺎ اﻷﻋﻤﺎل اﻟﺘﺠﺎرﻳﺔ اﻹﻟﻜﺘﺮوﻧﻴﺔ اﻷرﺑﻌﺔ؟‬
. ‫ ﺗﻮﺳﻴﻊ ﻧﻄﺎق اﻻﻧﺘﺸﺎر اﻟﻌﺎﻟﻤﻲ‬.1
. ‫ ﻓﺘﺢ أﺳﻮاق ﺟﺪﻳﺪة‬.2
. ‫ ﺧﻔﺾ اﻟﺘﻜﻠﻔﺔ‬.3
.‫ ﺗﺤﺴﻴﻦ اﻟﻔﻌﺎﻟﻴﺔ‬.4
8. How can a business use clickstream data to help improve website efficiency?
1) tracks the exact pattern of a consumer's navigation through a website
2) Clickstream data can reveal:
• Number of page views
• Pattern of websites visited
• Length of stay on a website
• Date and time visited
• Number of customers with shopping carts
• Number of abandoned shopping carts.
‫ﻛﻴﻒ ﻳﻤﻜﻦ ﻟﻸﻋﻤﺎل اﺳﺘﺨﺪام ﺑﻴﺎﻧﺎت اﻟﻨﻘﺮ ﻟﻠﻤﺴﺎﻋﺪة ﻓﻲ ﺗﺤﺴﻴﻦ ﻛﻔﺎءة ﻣﻮﻗﻊ اﻟﻮﻳﺐ؟‬

‫ﻳﺘﺘﺒﻊ اﻟﻨﻤﻂ اﻟﺪﻗﻴﻖ ﻟﻠﻤﻼﺣﺔ اﻟﻤﺴﺘﻬﻠﻚ ﻣﻦ ﺧﻼل ﻣﻮﻗﻊ ﻋﻠﻰ ﺷﺒﻜﺔ اﻻﻧﺘﺮﻧﺖ‬ -
: ‫ﻳﻤﻜﻦ أن ﺗﻜﺸﻒ ﺑﻴﺎﻧﺎت اﻟﻨﻘﺮ‬ -
‫ ﻋﺪد ﻃﺮق ﻋﺮض اﻟﺼﻔﺤﺎت‬.1

‫ ﻧﻤﻂ اﻟﻤﻮاﻗﻊ اﻟﺘﻲ ﺗﻤﺖ زﻳﺎرﺗﻬﺎ‬.2

‫ ﻣﺪة اﻹﻗﺎﻣﺔ ﻋﻠﻰ ﻣﻮﻗﻊ وﻳﺐ‬.3

‫ اﻟﺘﺎرﻳﺦ واﻟﻮﻗﺖ اﻟﺬي ﺗﻤﺖ زﻳﺎرﺗﻪ‬.4

‫ ﻋﺪد اﻟﻌﻤﻼء اﻟﺬﻳﻦ ﻟﺪﻳﻬﻢ ﻋﺮﺑﺎت ﺗﺴﻮق‬.5

 .‫ ﻋﺪد ﻋﺮﺑﺎت اﻟﺘﺴﻮق اﻟﻤﻬﺠﻮرة‬.6
9. How can a company use disintermediation to achieve a competitive advantage?
Lets the company shorten the order process and add value with reduced costs or a more responsive
and efficient service.
‫ﻛﻴﻒ ﻳﻤﻜﻦ ﻟﻠﺸﺮﻛﺔ اﺳﺘﺨﺪام اﻟﻮﺳﺎﻃﺔ ﻟﺘﺤﻘﻴﻖ ﻣﻴﺰة ﺗﻨﺎﻓﺴﻴﺔ؟‬
.‫ﻳﺘﻴﺢ ﻟﻠﺸﺮﻛﺔ ﺗﻘﺼﻴﺮ ﻋﻤﻠﻴﺔ اﻟﻄﻠﺐ وإﺿﺎﻓﺔ ﻗﻴﻤﺔ ﺑﺘﻜﺎﻟﻴﻒ ﻣﺨﻔﻀﺔ أو ﺧﺪﻣﺔ أﻛﺜﺮ اﺳﺘﺠﺎﺑﺔ وﻛﻔﺎءة‬
10. What is the difference between ebusiness and ecommerce?
• Ecommerce - Buying and selling of goods and services over the Internet
• Ebusiness - Includes ecommerce along with all activities related to internal and
external business operations
‫ﻣﺎ ﻫﻮ اﻟﻔﺮق ﺑﻴﻦ اﻷﻋﻤﺎل اﻟﺘﺠﺎرﻳﺔ اﻹﻟﻜﺘﺮوﻧﻴﺔ واﻟﺘﺠﺎرة اﻹﻟﻜﺘﺮوﻧﻴﺔ؟‬

‫ﺷﺮاء وﺑﻴﻊ اﻟﺴﻠﻊ واﻟﺨﺪﻣﺎت ﻋﺒﺮ اﻹﻧﺘﺮﻧﺖ‬- ‫اﻟﺘﺠﺎرة اﻹﻟﻜﺘﺮوﻧﻴﺔ‬ -

‫ﺗﺸﻤﻞ اﻟﺘﺠﺎرة اﻹﻟﻜﺘﺮوﻧﻴﺔ ﺟﻨﺒﺎ إﻟﻰ ﺟﻨﺐ ﻣﻊ ﺟﻤﻴﻊ اﻷﻧﺸﻄﺔ اﻟﻤﺘﻌﻠﻘﺔ ﺑﻌﻤﻠﻴﺎت اﻷﻋﻤﺎل اﻟﺪاﺧﻠﻴﺔ‬- ‫اﻷﻋﻤﺎل اﻟﺘﺠﺎرﻳﺔ اﻹﻟﻜﺘﺮوﻧﻴﺔ‬ -
‫واﻟﺨﺎرﺟﻴﺔ‬
11. Compare disruptive and sustaining technologies, and explain how the Internet and
WWW caused business disruption.
Disruptive technologies offer a new way of doing things that initially does not meet the
needs of existing customers. Disruptive technologies redefine the competitive
playing fields of their respective markets, open new markets and destroy old ones,
and cut into the low end of the marketplace and eventually evolve to displace high-
end competitors and their reigning technologies.
Sustaining technologies produce improved products customers are eager to buy, such as a
faster car or larger hard drive. Sustaining technologies tend to provide us with better,
faster, and cheaper products in established markets and virtually never lead in markets
opened by new and disruptive technologies.
The Internet and WWW caused business disruption by allowing people to communicate and
collaborate in ways that were not possible before the information age. The Internet and
WWW completely disrupted the way businesses operate, employees communicate, and
products are developed and sold.

.‫ واﺷﺮح ﻛﻴﻒ ﺗﺴﺒﺐ اﻹﻧﺘﺮﻧﺖ وﺷﺒﻜﺔ اﻹﻧﺘﺮﻧﺖ ﻓﻲ ﺗﻌﻄﻴﻞ اﻷﻋﻤﺎل‬،‫ﻗﺎرن ﺑﻴﻦ اﻟﺘﻘﻨﻴﺎت اﻟﻤﺪﻣﺮة واﻟﻤﺪﻳﻤﺔ‬
‫وﺗﻌﻴﺪ اﻟﺘﻜﻨﻮﻟﻮﺟﻴﺎت‬. ‫اﻟﺘﻜﻨﻮﻟﻮﺟﻴﺎت اﻟﺘﺨﺮﻳﺒﻴﺔ ﺗﻘﺪم ﻃﺮﻳﻘﺔ ﺟﺪﻳﺪة ﻟﻠﻘﻴﺎم ﺑﺎﻷﺷﻴﺎء اﻟﺘﻲ ﻻ ﺗﻠﺒﻲ ﻓﻲ اﻟﺒﺪاﻳﺔ اﺣﺘﻴﺎﺟﺎت اﻟﻌﻤﻼء اﻟﺤﺎﻟﻴﻴﻦ‬
‫ وﺗﻘﻄﻊ إﻟﻰ اﻟﻄﺮف اﻟﻤﻨﺨﻔﺾ ﻣﻦ‬،‫ وﺗﻔﺘﺢ أﺳﻮاﻗﺎ ﺟﺪﻳﺪة وﺗﺪﻣﺮ اﻷﺳﻮاق اﻟﻘﺪﻳﻤﺔ‬،‫اﻟﺘﺨﺮﻳﺒﻴﺔ ﺗﻌﺮﻳﻒ ﻣﻼﻋﺐ اﻟﻤﻨﺎﻓﺴﺔ ﻓﻲ أﺳﻮاﻗﻬﺎ‬
.‫اﻟﺴﻮق وﺗﺘﻄﻮر ﻓﻲ ﻧﻬﺎﻳﺔ اﻟﻤﻄﺎف ﻟﺘﺤﻞ ﻣﺤﻞ اﻟﻤﻨﺎﻓﺴﻴﻦ اﻟﺮاﻗﻴﻴﻦ وﺗﻜﻨﻮﻟﻮﺟﻴﺎﺗﻬﻢ اﻟﺴﺎﺋﺪة‬
 ‫ﺗﻨﺘﺞ اﻟﺘﻘﻨﻴﺎت اﻟﻤﺴﺘﺪاﻣﺔ ﻣﻨﺘﺠﺎت ﻣﺤﺴﻨﺔ ﻳﺘﻮق اﻟﻌﻤﻼء إﻟﻰ ﺷﺮاﺋﻬﺎ ‪ ،‬ﻣﺜﻞ ﺳﻴﺎرة أﺳﺮع أو ﻣﺤﺮك أﻗﺮاص ﺻﻠﺒﺔ أﻛﺒﺮ ‪.‬إن دﻋﻢ‬
‫اﻟﺘﻜﻨﻮﻟﻮﺟﻴﺎت ﻳﻤﻴﻞ إﻟﻰ ﺗﺰوﻳﺪﻧﺎ ﺑﻤﻨﺘﺠﺎت أﻓﻀﻞ وأﺳﺮع وأرﺧﺺ ﻓﻲ اﻷﺳﻮاق اﻟﺮاﺳﺨﺔ وﻻ ﻳﺆدي أﺑﺪا ﺗﻘﺮﻳﺒﺎ إﻟﻰ اﻷﺳﻮاق اﻟﺘﻲ ﺗﻔﺘﺤﻬﺎ‬
‫اﻟﺘﻜﻨﻮﻟﻮﺟﻴﺎت اﻟﺠﺪﻳﺪة واﻟﻤﺨﺮﺑﺔ‪.‬‬
‫ﺗﺴﺒﺐ اﻹﻧﺘﺮﻧﺖ و ‪WW‬ﻓﻲ ﺗﻌﻄﻴﻞ اﻷﻋﻤﺎل اﻟﺘﺠﺎرﻳﺔ ﻣﻦ ﺧﻼل اﻟﺴﻤﺎح ﻟﻸﺷﺨﺎص ﺑﺎﻟﺘﻮاﺻﻞ واﻟﺘﻌﺎون ﺑﻄﺮق ﻟﻢ ﺗﻜﻦ ﻣﻤﻜﻨﺔ ﻗﺒﻞ ﻋﺼﺮ‬
‫اﻟﻤﻌﻠﻮﻣﺎت ‪.‬اﻹﻧﺘﺮﻧﺖ و ‪WW‬ﺗﻌﻄﻞ ﺗﻤﺎﻣﺎ اﻟﻄﺮﻳﻘﺔ اﻟﺘﻲ ﺗﻌﻤﻞ ﺑﻬﺎ اﻟﺸﺮﻛﺎت ‪ ،‬واﻟﻤﻮﻇﻔﻴﻦ اﻟﺘﻮاﺻﻞ ‪ ،‬وﻳﺘﻢ ﺗﻄﻮﻳﺮ اﻟﻤﻨﺘﺠﺎت وﺑﻴﻌﻬﺎ‪.‬‬

‫‪12. Describe Ebusiness and its associated advantages.‬‬

‫‪Web 1.0 is a term that refers to the World Wide Web during its first few years of operation,‬‬
‫‪between 1991 and 2003. Ebusiness includes ecommerce along with all activities related‬‬
‫‪to internal and external business operations such as servicing customer accounts,‬‬
‫‪collaborating with partners, and exchanging real-time information. During Web 1.0,‬‬
‫‪entrepreneurs began creating the first forms of ebusiness. Ebusiness advantages include‬‬
‫‪expanding global reach, opening new markets, reducing costs, and improving‬‬
‫‪effectiveness.‬‬

‫وﺻﻒ اﻷﻋﻤﺎل اﻟﺘﺠﺎرﻳﺔ واﻟﻤﺰاﻳﺎ اﻟﻤﺮﺗﺒﻄﺔ ﺑﻬﺎ ‪.‬‬

‫وﻳﺐ ‪1.0‬ﻫﻮ ﻣﺼﻄﻠﺢ ﻳﺸﻴﺮ إﻟﻰ اﻟﺸﺒﻜﺔ اﻟﻌﺎﻟﻤﻴﺔ ﺧﻼل اﻟﺴﻨﻮات اﻟﻘﻠﻴﻠﺔ اﻷوﻟﻰ ﻣﻦ ﻋﻤﻠﻬﺎ‪ ،‬ﺑﻴﻦ ﻋﺎﻣﻲ ‪1991‬و ‪2003.‬ﺗﺸﻤﻞ اﻷﻋﻤﺎل‬
‫اﻟﺘﺠﺎرﻳﺔ اﻹﻟﻜﺘﺮوﻧﻴﺔ اﻟﺘﺠﺎرة اﻹﻟﻜﺘﺮوﻧﻴﺔ إﻟﻰ ﺟﺎﻧﺐ ﺟﻤﻴﻊ اﻷﻧﺸﻄﺔ اﻟﻤﺘﻌﻠﻘﺔ ﺑﺎﻟﻌﻤﻠﻴﺎت اﻟﺘﺠﺎرﻳﺔ اﻟﺪاﺧﻠﻴﺔ واﻟﺨﺎرﺟﻴﺔ ﻣﺜﻞ ﺧﺪﻣﺔ ﺣﺴﺎﺑﺎت‬
‫اﻟﻌﻤﻼء واﻟﺘﻌﺎون ﻣﻊ اﻟﺸﺮﻛﺎء وﺗﺒﺎدل اﻟﻤﻌﻠﻮﻣﺎت ﻓﻲ اﻟﻮﻗﺖ اﻟﺤﻘﻴﻘﻲ ‪.‬ﺧﻼل اﻟﻮﻳﺐ ‪ ،1.0‬ﺑﺪأ رواد اﻷﻋﻤﺎل ﻓﻲ إﻧﺸﺎء اﻷﺷﻜﺎل اﻷوﻟﻰ ﻣﻦ‬
‫اﻷﻋﻤﺎل اﻟﺘﺠﺎرﻳﺔ اﻹﻟﻜﺘﺮوﻧﻴﺔ ‪.‬وﺗﺸﻤﻞ ﻣﺰاﻳﺎ اﻷﻋﻤﺎل اﻟﺘﺠﺎرﻳﺔ اﻹﻟﻜﺘﺮوﻧﻴﺔ ﺗﻮﺳﻴﻊ ﻧﻄﺎق اﻻﻧﺘﺸﺎر اﻟﻌﺎﻟﻤﻲ‪ ،‬وﻓﺘﺢ أﺳﻮاق ﺟﺪﻳﺪة‪ ،‬وﺧﻔﺾ‬
‫اﻟﺘﻜﺎﻟﻴﻒ‪ ،‬وﺗﺤﺴﻴﻦ اﻟﻔﻌﺎﻟﻴﺔ‪.‬‬
Chapter Thirteen Case: Disruptive Innovation
Every so often a management idea escapes from the pages of the Harvard Business Review and
becomes part of the zeitgeist. In the 1990s it was “re engineering”. Today it is “disruptive innovation”.
TechCrunch, a technology-news website, holds an annual “festival of disruption”. CNBC, a cable-news
channel, produces an annual “disruptor list” of the most disruptive companies. Mentioning “disruptive
innovation” adds a veneer of sophistication to bread-and-butter speeches about education or health
care. But just what is disruptive innovation?
The theory of disruptive innovation was invented by Clayton Christensen, of Harvard Business School,
in his book “The Innovator’s Dilemma”. Mr Christensen used the term to describe innovations that
create new markets by discovering new categories of customers. They do this partly by harnessing new
technologies but also by developing new business models and exploiting old technologies in new ways.
He contrasted disruptive innovation with sustaining innovation, which simply improves existing
products. Personal computers, for example, were disruptive innovations because they created a new
mass market for computers; previously, expensive mainframe computers had been sold only to big
companies and research universities. The “innovator’s dilemma” is the difficult choice an established
company faces when it has to choose between holding onto an existing market by doing the same thing
a bit better, or capturing new markets by embracing new technologies and adopting new business
models. IBM dealt with this dilemma by launching a new business unit to make PCs, while continuing
to make mainframe computers. Netflix took a more radical move, switching away from its old business
model (sending out rental DVDs by post) to a new one (streaming on-demand video to its customers).
Disruptive innovations usually find their first customers at the bottom of the market: as unproved, often
unpolished, products, they cannot command a high price. Incumbents are often complacent, slow to
recognize the threat that their inferior competitors pose. But as successive refinements improve them to
the point that they start to steal customers, they may end up reshaping entire industries: classified ads
(Craigslist), long distance calls (Skype), record stores (iTunes), research libraries (Google), local stores
(eBay), taxis (Uber) and newspapers (Twitter). Partly because of disruptive innovation, the average job
tenure for the CEO of a Fortune 500 company has halved from ten years in 2000 to less than five years
today. There is good reason to think that the pace of change will increase, as computer power increases
and more things are attached to the internet, expanding its disruptive influence into new realms. Google
promises to reinvent cars as autonomous vehicles; Amazon promises to reinvent shopping (again)
using drones; 3D printing could disrupt manufacturing. But perhaps the most surprising disruptive
innovations will come from bottom of- the-pyramid entrepreneurs who are inventing new ways of
delivering education and health-care for a fraction of the cost of current market leaders.
 ‫اﻟﻔﺼﻞ اﻟﺜﺎﻟﺚ ﻋﺸﺮ دراﺳﺔ ﺣﺎﻟﺔ ‪:‬اﻻﺑﺘﻜﺎر اﻟﺘﺨﺮﻳﺒﻲ‬
‫ﻛﻞ ذﻟﻚ ﻓﻲ ﻛﺜﻴﺮ ﻣﻦ اﻷﺣﻴﺎن ﻓﻜﺮة إدارة ﻳﻬﺮب ﻣﻦ ﺻﻔﺤﺎت ﻣﺠﻠﺔ ﻫﺎرﻓﺎرد ﻟﻸﻋﻤﺎل وﻳﺼﺒﺢ ﺟﺰءا ﻣﻦ روح اﻟﻌﺼﺮ ‪.‬ﻓﻲ ‪1990s‬ﻛﺎن "إﻋﺎدة‬
‫اﻟﻬﻨﺪﺳﺔ ‪".‬اﻟﻴﻮم ﻫﻮ "اﻻﺑﺘﻜﺎر اﻟﺘﺨﺮﻳﺒﻴﺔ ‪ ،". TechCrunch‬واﻟﺘﻜﻨﻮﻟﻮﺟﻴﺎ اﻹﺧﺒﺎرﻳﺔ اﻟﻤﻮﻗﻊ ‪ ،‬وﻳﻘﻴﻢ ﺳﻨﻮﻳﺎ "ﻣﻬﺮﺟﺎن اﻟﺘﻌﻄﻴﻞ ‪".‬وﺗﻨﺘﺞ ﻗﻨﺎة‬
‫ﺳﻲ إن ﺑﻲ ﺳﻲ‪ ،‬وﻫﻲ ﻗﻨﺎة إﺧﺒﺎرﻳﺔ ﻛﺒﻠﻴﺔ‪" ،‬ﻗﺎﺋﻤﺔ ﻣﻌﻄﻠﺔ "ﺳﻨﻮﻳﺔ ﻟﻠﺸﺮﻛﺎت اﻷﻛﺜﺮ ﺗﻌﻄﻴﻼ ‪.‬إن ذﻛﺮ "اﻻﺑﺘﻜﺎر اﻟﺘﺨﺮﻳﺒﻲ "ﻳﻀﻴﻒ ﻗﺸﺮة ﻣﻦ‬
‫اﻟﺘﻄﻮر إﻟﻰ ﺧﻄﺎﺑﺎت اﻟﺨﺒﺰ واﻟﺰﺑﺪة ﺣﻮل اﻟﺘﻌﻠﻴﻢ أو اﻟﺮﻋﺎﻳﺔ اﻟﺼﺤﻴﺔ ‪.‬وﻟﻜﻦ ﻣﺎ ﻫﻮ اﻻﺑﺘﻜﺎر اﻟﺘﺨﺮﻳﺒﻲ؟‬
‫اﺧﺘﺮع ﻛﻼﻳﺘﻮن ﻛﺮﻳﺴﺘﻨﺴﻦ‪ ،‬ﻣﻦ ﻛﻠﻴﺔ ﻫﺎرﻓﺎرد ﻟﻸﻋﻤﺎل‪ ،‬ﻧﻈﺮﻳﺔ اﻻﺑﺘﻜﺎر اﻟﺘﺨﺮﻳﺒﻲ ﻓﻲ ﻛﺘﺎﺑﻪ "ﻣﻌﻀﻠﺔ اﻟﻤﺒﺘﻜﺮ ‪".‬اﺳﺘﺨﺪم اﻟﺴﻴﺪ ﻛﺮﻳﺴﺘﻨﺴﻦ‬
‫ﻫﺬا اﻟﻤﺼﻄﻠﺢ ﻟﻮﺻﻒ اﻻﺑﺘﻜﺎرات اﻟﺘﻲ ﺗﺨﻠﻖ أﺳﻮاﻗﺎ ﺟﺪﻳﺪة ﻣﻦ ﺧﻼل اﻛﺘﺸﺎف ﻓﺌﺎت ﺟﺪﻳﺪة ﻣﻦ اﻟﻌﻤﻼء ‪.‬وﻫﻲ ﺗﻔﻌﻞ ذﻟﻚ ﺟﺰﺋﻴﺎ ﻣﻦ ﺧﻼل‬
‫ﺗﺴﺨﻴﺮ اﻟﺘﻜﻨﻮﻟﻮﺟﻴﺎت اﻟﺠﺪﻳﺪة وﻟﻜﻦ أﻳﻀﺎ ﻣﻦ ﺧﻼل ﺗﻄﻮﻳﺮ ﻧﻤﺎذج أﻋﻤﺎل ﺟﺪﻳﺪة واﺳﺘﻐﻼل اﻟﺘﻜﻨﻮﻟﻮﺟﻴﺎت اﻟﻘﺪﻳﻤﺔ ﺑﻄﺮق ﺟﺪﻳﺪة ‪.‬وﻗﺎرن ﺑﻴﻦ‬
‫اﻻﺑﺘﻜﺎر اﻟﺘﺨﺮﻳﺒﻲ واﺳﺘﺪاﻣﺔ اﻻﺑﺘﻜﺎر‪ ،‬اﻟﺬي ﻳﺤﺴﻦ ﺑﺒﺴﺎﻃﺔ اﻟﻤﻨﺘﺠﺎت اﻟﻘﺎﺋﻤﺔ ‪.‬ﻓﺎﻟﺤﻮاﺳﻴﺐ اﻟﺸﺨﺼﻴﺔ‪ ،‬ﻋﻠﻰ ﺳﺒﻴﻞ اﻟﻤﺜﺎل‪ ،‬اﺑﺘﻜﺎرات ﻣﻌﻄﻠﺔ‬
‫ﻷﻧﻬﺎ ﺗﺨﻠﻖ ﺳﻮﻗﺎ ﺟﻤﺎﻫﻴﺮﻳﺔ ﺟﺪﻳﺪة ﻟﻠﺤﻮاﺳﻴﺐ؛ ﻓﻲ اﻟﺴﺎﺑﻖ ‪ ،‬ﻛﺎﻧﺖ أﺟﻬﺰة اﻟﻜﻤﺒﻴﻮﺗﺮ اﻟﻤﺮﻛﺰﻳﺔ ﺑﺎﻫﻈﺔ اﻟﺜﻤﻦ ﺗﺒﺎع ﻓﻘﻂ ﻟﻠﺸﺮﻛﺎت اﻟﻜﺒﺮى‬
‫واﻟﺠﺎﻣﻌﺎت اﻟﺒﺤﺜﻴﺔ" ‪.‬ﻣﻌﻀﻠﺔ اﻟﻤﺒﺘﻜﺮ "ﻫﻲ اﻟﺨﻴﺎر اﻟﺼﻌﺐ اﻟﺬي ﺗﻮاﺟﻬﻪ اﻟﺸﺮﻛﺔ اﻟﺮاﺳﺨﺔ ﻋﻨﺪﻣﺎ ﻳﺘﻌﻴﻦ ﻋﻠﻴﻬﺎ اﻻﺧﺘﻴﺎر ﺑﻴﻦ اﻟﺘﻤﺴﻚ ﺑﺎﻟﺴﻮق‬
‫اﻟﺤﺎﻟﻴﺔ ﻣﻦ ﺧﻼل اﻟﻘﻴﺎم ﺑﻨﻔﺲ اﻟﺸﻲء ﺑﺸﻜﻞ أﻓﻀﻞ ﻗﻠﻴﻼ ‪ ،‬أو اﻻﺳﺘﻴﻼء ﻋﻠﻰ أﺳﻮاق ﺟﺪﻳﺪة ﻣﻦ ﺧﻼل ﺗﺒﻨﻲ ﺗﻘﻨﻴﺎت ﺟﺪﻳﺪة واﻋﺘﻤﺎد ﻧﻤﺎذج‬
‫أﻋﻤﺎل ﺟﺪﻳﺪة ‪.‬آي ﺑﻲ إم ﺗﻌﺎﻣﻠﺖ ﻣﻊ ﻫﺬه اﻟﻤﻌﻀﻠﺔ ﻣﻦ ﺧﻼل إﻃﻼق وﺣﺪة أﻋﻤﺎل ﺟﺪﻳﺪة ﻟﺠﻌﻞ أﺟﻬﺰة اﻟﻜﻤﺒﻴﻮﺗﺮ ‪ ،‬ﻣﻊ اﻻﺳﺘﻤﺮار ﻓﻲ ﺟﻌﻞ‬
‫أﺟﻬﺰة اﻟﻜﻤﺒﻴﻮﺗﺮ اﻟﻤﺮﻛﺰﻳﺔ ‪.‬اﺗﺨﺬت ‪Netflix‬ﺧﻄﻮة أﻛﺜﺮ رادﻳﻜﺎﻟﻴﺔ ‪ ،‬ﺣﻴﺚ ﺗﺤﻮﻟﺖ ﻣﻦ ﻧﻤﻮذج أﻋﻤﺎﻟﻬﺎ اﻟﻘﺪﻳﻢ (إرﺳﺎل أﻗﺮاص ‪DVD‬ﻟﻺﻳﺠﺎر ﻋﻦ‬
‫ﻃﺮﻳﻖ اﻟﺒﺮﻳﺪ )إﻟﻰ ﻧﻤﻮذج ﺟﺪﻳﺪ (ﺑﺚ اﻟﻔﻴﺪﻳﻮ ﻋﻨﺪ اﻟﻄﻠﺐ ﻟﻌﻤﻼﺋﻬﺎ ‪).‬ﻋﺎدة ﻣﺎ ﺗﺠﺪ اﻻﺑﺘﻜﺎرات اﻟﺘﺨﺮﻳﺒﻴﺔ ﻋﻤﻼﺋﻬﺎ اﻷواﺋﻞ ﻓﻲ اﻟﺠﺰء اﻟﺴﻔﻠﻲ ﻣﻦ‬
‫اﻟﺴﻮق ‪:‬ﻛﻤﻨﺘﺠﺎت ﻏﻴﺮ ﻣﺜﺒﺘﺔ ‪ ،‬ﻏﻴﺮ ﻣﺼﻘﻮﻟﺔ ﻓﻲ ﻛﺜﻴﺮ ﻣﻦ اﻷﺣﻴﺎن ‪ ،‬ﻻ ﻳﻤﻜﻨﻬﺎ اﻟﺤﺼﻮل ﻋﻠﻰ ﺳﻌﺮ ﻣﺮﺗﻔﻊ ‪.‬وﻛﺜﻴﺮا ﻣﺎ ﻳﺸﻌﺮ ﺷﺎﻏﻠﻮ اﻟﻮﻇﺎﺋﻒ‬
‫ﺑﺎﻟﺮﺿﺎ ﻋﻦ اﻟﺬات‪ ،‬وﻳﺘﺒﺎﻃﺄون ﻓﻲ إدراك اﻟﺘﻬﺪﻳﺪ اﻟﺬي ﻳﺸﻜﻠﻪ ﻣﻨﺎﻓﺴﻮﻫﻢ اﻷدﻧﻰ ﻣﺮﺗﺒﺔ ‪.‬وﻟﻜﻦ ﻣﻊ ﺗﺤﺴﻦ اﻟﺘﺤﺴﻴﻨﺎت اﻟﻤﺘﺘﺎﻟﻴﺔ إﻟﻰ درﺟﺔ‬
‫أﻧﻬﺎ ﺗﺒﺪأ ﻓﻲ ﺳﺮﻗﺔ اﻟﻌﻤﻼء ‪ ،‬ﻓﻘﺪ ﻳﻨﺘﻬﻲ ﺑﻬﻢ اﻷﻣﺮ إﻟﻰ إﻋﺎدة ﺗﺸﻜﻴﻞ ﺻﻨﺎﻋﺎت ﺑﺄﻛﻤﻠﻬﺎ ‪:‬اﻹﻋﻼﻧﺎت اﻟﻤﺒﻮﺑﺔ )‪ ،(Craigslist‬واﻟﻤﻜﺎﻟﻤﺎت‬
‫ﻟﻤﺴﺎﻓﺎت ﻃﻮﻳﻠﺔ )‪ ،(Skype‬وﻣﺘﺎﺟﺮ اﻟﺘﺴﺠﻴﻼت )‪ ،(iTunes‬وﻣﻜﺘﺒﺎت اﻷﺑﺤﺎث )‪ ،(Google‬واﻟﻤﺘﺎﺟﺮ اﻟﻤﺤﻠﻴﺔ )‪ ،(eBay‬وﺳﻴﺎرات اﻷﺟﺮة‬
‫)‪(Uber‬واﻟﺼﺤﻒ ‪(Twitter).‬وﻳﺮﺟﻊ ذﻟﻚ ﺟﺰﺋﻴﺎ إﻟﻰ اﻻﺑﺘﻜﺎر اﻟﺘﺨﺮﻳﺒﻲ‪ ،‬ﻓﻘﺪ اﻧﺨﻔﺾ ﻣﺘﻮﺳﻂ ﻣﺪة اﻟﻌﻤﻞ ﻟﻠﺮﺋﻴﺲ اﻟﺘﻨﻔﻴﺬي ﻟﺸﺮﻛﺔ‬
‫ﻓﻮرﺗﺸﻦ ‪500‬إﻟﻰ اﻟﻨﺼﻒ ﻣﻦ ﻋﺸﺮ ﺳﻨﻮات ﻓﻲ ﻋﺎم ‪2000‬إﻟﻰ أﻗﻞ ﻣﻦ ﺧﻤﺲ ﺳﻨﻮات اﻟﻴﻮم ‪.‬ﻫﻨﺎك ﺳﺒﺐ وﺟﻴﻪ ﻟﻼﻋﺘﻘﺎد ﺑﺄن وﺗﻴﺮة‬
‫اﻟﺘﻐﻴﻴﺮ ﺳﺘﺰداد ‪ ،‬ﻣﻊ زﻳﺎدة ﻗﻮة اﻟﻜﻤﺒﻴﻮﺗﺮ وﺗﻌﻠﻖ اﻟﻤﺰﻳﺪ ﻣﻦ اﻷﺷﻴﺎء ﻋﻠﻰ اﻹﻧﺘﺮﻧﺖ ‪ ،‬وﺗﻮﺳﻴﻊ ﺗﺄﺛﻴﺮﻫﺎ اﻟﺘﺨﺮﻳﺒﻲ إﻟﻰ ﻣﺠﺎﻻت ﺟﺪﻳﺪة ‪.‬ﺟﻮﺟﻞ‬
‫وﻋﻮد ﻹﻋﺎدة اﺧﺘﺮاع اﻟﺴﻴﺎرات واﻟﻤﺮﻛﺒﺎت اﻟﻤﺴﺘﻘﻠﺔ ;اﻷﻣﺎزون وﻋﻮد ﻹﻋﺎدة اﺧﺘﺮاع اﻟﺘﺴﻮق (ﻣﺮة أﺧﺮى )ﺑﺎﺳﺘﺨﺪام اﻟﻄﺎﺋﺮات ﺑﺪون ﻃﻴﺎر ‪.‬‬
‫ﻳﻤﻜﻦ ﻟﻠﻄﺒﺎﻋﺔ ﺛﻼﺛﻴﺔ اﻷﺑﻌﺎد أن ﺗﻌﻄﻞ اﻟﺘﺼﻨﻴﻊ ‪.‬وﻟﻜﻦ رﺑﻤﺎ ﺗﺄﺗﻲ اﻻﺑﺘﻜﺎرات اﻟﺘﺨﺮﻳﺒﻴﺔ اﻷﻛﺜﺮ إﺛﺎرة ﻟﻠﺪﻫﺸﺔ ﻣﻦ رواد اﻷﻋﻤﺎل اﻟﺬﻳﻦ ﻳﺨﺘﺮﻋﻮن‬
‫ﻃﺮﻗﺎ ﺟﺪﻳﺪة ﻟﺘﻘﺪﻳﻢ اﻟﺘﻌﻠﻴﻢ واﻟﺮﻋﺎﻳﺔ اﻟﺼﺤﻴﺔ ﻣﻘﺎﺑﻞ ﺟﺰء ﺻﻐﻴﺮ ﻣﻦ ﺗﻜﺎﻟﻴﻒ ﻗﺎدة اﻟﺴﻮق اﻟﺤﺎﻟﻴﻴﻦ ‪.‬‬
 Questions
1) If every new product has a first-mover advantage, then why do products fail?
If companies are complacent with new products, then fast followers are sure to steal market share.
Some products were simply not what the customer wanted. The reasons are endless and learning
from the past mistakes of others is one of the best ways not to repeat the same mistakes.

‫ ﻓﻠﻤﺎذا ﺗﻔﺸﻞ اﻟﻤﻨﺘﺠﺎت؟‬، ‫إذا ﻛﺎن ﻟﻜﻞ ﻣﻨﺘﺞ ﺟﺪﻳﺪ ﻣﻴﺰة اﻟﻤﺤﺮك اﻷول‬
‫ﺑﻌﺾ اﻟﻤﻨﺘﺠﺎت ﺑﺒﺴﺎﻃﺔ‬. ‫ ﻓﻤﻦ اﻟﻤﺆﻛﺪ أن اﻟﻤﺘﺎﺑﻌﻴﻦ اﻟﺴﺮﻳﻌﻴﻦ ﺳﻴﺴﺮﻗﻮن ﺣﺼﺔ اﻟﺴﻮق‬، ‫إذا ﻛﺎﻧﺖ اﻟﺸﺮﻛﺎت راﺿﻴﺔ ﻋﻦ اﻟﻤﻨﺘﺠﺎت اﻟﺠﺪﻳﺪة‬
.‫اﻷﺳﺒﺎب ﻻ ﺣﺼﺮ ﻟﻬﺎ واﻟﺘﻌﻠﻢ ﻣﻦ أﺧﻄﺎء اﻟﻤﺎﺿﻲ ﻟﻶﺧﺮﻳﻦ ﻫﻲ واﺣﺪة ﻣﻦ أﻓﻀﻞ اﻟﻄﺮق ﻟﻌﺪم ﺗﻜﺮار ﻧﻔﺲ اﻷﺧﻄﺎء‬. ‫ﻟﻢ ﺗﻜﻦ ﻣﺎ ﻳﺮﻳﺪه اﻟﻌﻤﻴﻞ‬

2) Do you view 3D printing as sustaining or disruptive technology?

3D printing has been around since the 70’s but is just now becoming mainstream. It is sustaining
since the technology is older, but disruptive as it is being used in new ways for business as it
becomes more accessible to individuals.

‫ﻫﻞ ﺗﺮى اﻟﻄﺒﺎﻋﺔ ﺛﻼﺛﻴﺔ اﻷﺑﻌﺎد ﻋﻠﻰ أﻧﻬﺎ ﺗﻘﻨﻴﺔ ﻣﺴﺘﺪاﻣﺔ أو ﻣﻌﻄﻠﺔ؟‬
،‫وﻫﻲ ﺗﺤﺎﻓﻆ ﻋﻠﻰ اﺳﺘﺪاﻣﺘﻬﺎ ﻷن اﻟﺘﻜﻨﻮﻟﻮﺟﻴﺎ أﻗﺪم‬. ‫وﻟﻜﻦ اﻵن ﻓﻘﻂ أﺻﺒﺤﺖ اﻟﺘﻴﺎر اﻟﺮﺋﻴﺴﻲ‬70 ‫وﻗﺪ ﺗﻢ اﻟﻄﺒﺎﻋﺔ ﺛﻼﺛﻴﺔ اﻷﺑﻌﺎد ﺣﻮﻟﻬﺎ ﻣﻨﺬ‬
.‫وﻟﻜﻨﻬﺎ ﻣﻌﻄﻠﺔ ﻷﻧﻬﺎ ﺗﺴﺘﺨﺪم ﺑﻄﺮق ﺟﺪﻳﺪة ﻟﻸﻋﻤﺎل اﻟﺘﺠﺎرﻳﺔ ﻷﻧﻬﺎ ﺗﺼﺒﺢ أﻛﺜﺮ ﺳﻬﻮﻟﺔ ﻟﻸﻓﺮاد‬

3) Do you view drones as sustaining or disruptive technology?

Drones are new to the field of business and the technology is so accessible that any person can buy
a drone, but not everyone can fly them. The way businesses are using drones is disruptive – just
look at Amazon’s package delivery business being renovated by drones.
‫ﻫﻞ ﺗﻨﻈﺮ إﻟﻰ اﻟﻄﺎﺋﺮات ﺑﺪون ﻃﻴﺎر ﻋﻠﻰ أﻧﻬﺎ ﺗﻜﻨﻮﻟﻮﺟﻴﺎ ﻣﺴﺘﺪاﻣﺔ أو ﻣﻌﻄﻠﺔ؟‬
، ‫اﻟﻄﺎﺋﺮات ﺑﺪون ﻃﻴﺎر ﺟﺪﻳﺪة ﻓﻲ ﻣﺠﺎل اﻷﻋﻤﺎل اﻟﺘﺠﺎرﻳﺔ واﻟﺘﻜﻨﻮﻟﻮﺟﻴﺎ ﻳﻤﻜﻦ اﻟﻮﺻﻮل إﻟﻴﻬﺎ ﺑﺤﻴﺚ ﻳﻤﻜﻦ ﻷي ﺷﺨﺺ ﺷﺮاء ﻃﺎﺋﺮة ﺑﺪون ﻃﻴﺎر‬
‫اﻧﻈﺮ ﻓﻘﻂ إﻟﻰ أﻋﻤﺎل‬- ‫اﻟﻄﺮﻳﻘﺔ اﻟﺘﻲ ﺗﺴﺘﺨﺪم ﺑﻬﺎ اﻟﺸﺮﻛﺎت اﻟﻄﺎﺋﺮات ﺑﺪون ﻃﻴﺎر ﻣﻌﻄﻠﺔ‬. ‫وﻟﻜﻦ ﻟﻴﺲ ﻛﻞ ﺷﺨﺺ ﻳﻤﻜﻦ أن ﻳﻄﻴﺮ ﺑﻬﺎ‬
.‫اﻟﺘﻲ ﻳﺘﻢ ﺗﺠﺪﻳﺪﻫﺎ ﺑﻮاﺳﻄﺔ اﻟﻄﺎﺋﺮات ﺑﺪون ﻃﻴﺎر‬Amazon ‫ﺗﻮﺻﻴﻞ اﻟﻄﺮود ﻓﻲ‬
4) Choose one of the products listed and determine what the company could have done to
prevent the product from failing.
The product chosen is - Taxis. If a company is dealing with taxis, then in order to keep them
successful, company has to do the following:
Ø If the taxis are offered at low prices.
Ø Discounts and offers can be given to attract more people.
Taxis should be made available at all the time, even during odd hours, when people
needed them the most.
‫اﺧﺘﺮ أﺣﺪ اﻟﻤﻨﺘﺠﺎت اﻟﻤﺪرﺟﺔ وﺣﺪد ﻣﺎ ﻛﺎن ﻳﻤﻜﻦ ﻟﻠﺸﺮﻛﺔ اﻟﻘﻴﺎم ﺑﻪ ﻟﻤﻨﻊ اﻟﻤﻨﺘﺞ ﻣﻦ اﻟﻔﺸﻞ‬
، ‫ ﻓﻤﻦ أﺟﻞ اﻟﺤﻔﺎظ ﻋﻠﻰ ﻧﺠﺎﺣﻬﺎ‬، ‫إذا ﻛﺎﻧﺖ اﻟﺸﺮﻛﺔ ﺗﺘﻌﺎﻣﻞ ﻣﻊ ﺳﻴﺎرات اﻷﺟﺮة‬. ‫ﺳﻴﺎرات اﻷﺟﺮة‬- ‫اﻟﻤﻨﺘﺞ اﻟﻤﺨﺘﺎر ﻫﻮ‬
:‫ﻳﺠﺐ ﻋﻠﻰ اﻟﺸﺮﻛﺔ اﻟﻘﻴﺎم ﺑﻤﺎ ﻳﻠﻲ‬
. ‫اذا ﺗﻢ ﺗﻘﺪﻳﻢ ﺳﻴﺎرات اﻷﺟﺮة ﺑﺄﺳﻌﺎر ﻣﻨﺨﻔﻀﺔ‬ -
‫ ﺣﺘﻰ ﺧﻼل‬،‫وﻳﻨﺒﻐﻲ ﺗﻮﻓﻴﺮ ﺳﻴﺎرات اﻷﺟﺮة ﻓﻲ ﻛﻞ وﻗﺖ‬. ‫ﻳﻤﻜﻦ ﺗﻘﺪﻳﻢ ﺧﺼﻮﻣﺎت وﻋﺮوض ﻟﺠﺬب اﻟﻤﺰﻳﺪ ﻣﻦ اﻟﻨﺎس‬ -
.‫ ﻋﻨﺪﻣﺎ ﻳﺤﺘﺎج اﻟﻨﺎس إﻟﻴﻬﺎ أﻛﺜﺮ ﻣﻦ ﻏﻴﺮﻫﺎ‬،‫ﺳﺎﻋﺎت ﻏﺮﻳﺒﺔ‬

5) Can you name another technology product that failed? Why did it fail? What could the
company have done differently for it to succeed?
Consumers buy products they've learned to trust. Your trust is what the retailers are
after. But, sometimes for various reasons, products just don't work. And some of them end up
in the failed products museum. It's not the Guggenheim. It's nowhere near the Louvre. But you
can look up and down those hallowed places and never find an exhibit of edible deodorant.
That's right, edible deodorant. A bottle of "Garlic Cake." Such a giggle-inspiring item is the soul
of this museum, though, full of failed products, in Ithaca, New York, a place where classical
sculpture and portraits give way to marketing disasters and just plain dumb ideas.

‫ﻫﻞ ﻳﻤﻜﻨﻚ ﺗﺴﻤﻴﺔ ﻣﻨﺘﺞ ﺗﻘﻨﻲ آﺧﺮ ﻓﺸﻞ؟ ﻟﻤﺎذا ﻓﺸﻠﺖ؟ ﻣﺎ اﻟﺬي ﻛﺎن ﻳﻤﻜﻦ ﻟﻠﺸﺮﻛﺔ أن ﺗﻔﻌﻠﻪ ﺑﺸﻜﻞ ﻣﺨﺘﻠﻒ ﻟﻜﻲ ﺗﻨﺠﺢ؟‬
، ‫ ﻓﻲ ﺑﻌﺾ اﻷﺣﻴﺎن ﻷﺳﺒﺎب ﻣﺨﺘﻠﻔﺔ‬، ‫وﻟﻜﻦ‬. ‫ﺛﻘﺘﻚ ﻫﻲ ﻣﺎ ﻫﻲ ﺗﺠﺎر اﻟﺘﺠﺰﺋﺔ ﺑﻌﺪ‬. ‫ﻳﺸﺘﺮي اﻟﻤﺴﺘﻬﻠﻜﻮن ﻣﻨﺘﺠﺎت ﺗﻌﻠﻤﻮا اﻟﻮﺛﻮق ﺑﻬﺎ‬
‫إﻧﻪ ﻟﻴﺲ ﺟﻮﺟﻨﻬﺎﻳﻢ إﻧﻪ ﻟﻴﺲ ﺑﺎﻟﻘﺮب ﻣﻦ‬. ‫واﻟﺒﻌﺾ ﻣﻨﻬﻢ ﻳﻨﺘﻬﻲ ﺑﻬﻢ اﻟﻤﻄﺎف ﻓﻲ ﻣﺘﺤﻒ اﻟﻤﻨﺘﺠﺎت اﻟﻔﺎﺷﻠﺔ‬. ‫واﻟﻤﻨﺘﺠﺎت ﻓﻘﻂ ﻻ ﺗﻌﻤﻞ‬
‫ﻫﺬا‬. ‫ﻣﺘﺤﻒ اﻟﻠﻮﻓﺮ ﻟﻜﻨﻚ ﻳﻤﻜﻦ أن ﻧﻨﻈﺮ ﺻﻌﻮدا وﻫﺒﻮﻃﺎ ﺗﻠﻚ اﻷﻣﺎﻛﻦ اﻟﻤﻘﺪﺳﺔ وأﺑﺪا اﻟﻌﺜﻮر ﻋﻠﻰ ﻣﻌﺮض ﻟﻤﺰﻳﻞ اﻟﻌﺮق اﻟﺼﺎﻟﺤﺔ ﻟﻸﻛﻞ‬
‫ ﻋﻠﻰ اﻟﺮﻏﻢ ﻣﻦ‬، ‫"ﻣﺜﻞ ﻫﺬا اﻟﺒﻨﺪ ﻗﻬﻘﻪ اﻟﻤﻠﻬﻢ ﻫﻮ اﻟﺮوح ﻣﻦ ﻫﺬا اﻟﻤﺘﺤﻒ‬. ‫زﺟﺎﺟﺔ ﻣﻦ "ﻛﻌﻜﺔ اﻟﺜﻮم‬. ‫ ﻣﺰﻳﻞ اﻟﻌﺮق اﻟﺼﺎﻟﺢ ﻟﻸﻛﻞ‬،‫ﺻﺤﻴﺢ‬
‫ وﻫﻮ اﻟﻤﻜﺎن اﻟﺬي اﻟﻜﻼﺳﻴﻜﻴﺔ اﻟﻨﺤﺖ وﺻﻮر ﺗﻔﺴﺢ اﻟﻤﺠﺎل ﻟﺘﺴﻮﻳﻖ اﻟﻜﻮارث وﻣﺠﺮد‬، ‫ ﻧﻴﻮﻳﻮرك‬، ‫ ﻓﻲ إﻳﺜﺎﻛﺎ‬، ‫ﻛﺎﻣﻞ ﻣﻦ اﻟﻤﻨﺘﺠﺎت اﻟﻔﺎﺷﻠﺔ‬
.‫أﻓﻜﺎر ﻏﺒﻴﺔ ﻋﺎدي‬