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Posted: May 21st, 2023
MIS782 – Value of Information – Trimester 1 2023
Assessment Task 3 –Applying Emerging Technology for Competitive
Advantage – Individual
REPORT DUE DATE AND TIME: Week 12, 31 May 2023 Wednesday, by 8.00 PM (Melb time)
PERCENTAGE OF FINAL GRADE: 30%
WORD COUNT: 1500 words
In an increasingly dynamic and turbulent market environment, organizations need to sense and seize opportunities with disruptive emerging technologies to sustain their competitiveness. You take the role of an IS consultant in which you should provide recommendations about how an organization can sense and seize the opportunities and threats of an emerging technology to gain further competitive advantage. Your recommendation should be embedded in a ‘business use case brief’, which will outline the details of one suggestion of a use case for the emerging technology investment for business purposes. For this assessment task, the emerging technology is Generative AI and associated products (e.g., GPT3, ChatGPT, GPT4, chatbot powered with recent advances in GPT/LLMs). The organization is Tesla’s energy and automotive business.
Organisations evolve to respond to market inertia, changing customer needs, regulatory changes, crisis and above all, advances in disruptive technologies. The launch of multiple generative AI platforms over the last five years (e.g., GPT3 in 2020, ChatGPT in 2022), and more generally Large Language Models, have demonstrated the tremendous range of business use cases as it can be extensively used for NLP tasks such as text generation, language translation, and generating answers to a plethora of questions, engendering both positive and adverse impacts. It appears to have rocked the very foundation of many a domain of work. GPT is generative, meaning that it can create new data, not just analyse existing data. Indeed, one of the most striking features of these generative AI platforms is that they have been adopted massively in a short period of time: launched on November 30, 2022, ChatGPT has been used by 1 million users in the first 5 days after its launch. Given ChatGPT has been coined “the industry’s next big disrupter” due to its analytical and computational capabilities, efficiency in producing human-like responses and round the clock availability, it is important for organizations to examine plausible use cases for their businesses to stay competitive. Both the Resource-Based View (RBV) and Dynamic Capabilities theory (DCT) constitute an approach on how firms can get competitive advantage in dynamic environments, where changes take place in a continuous way. Firms that have deployed dynamic capabilities often are more successful as it enables instant response and flexible innovation based on strong capabilities for sensing (e.g., detection), seizing (e.g., adaptation, absorption) and transforming/configuring (e.g., integration, innovation).
This report should be no more than 1500 words (excluding the references and appendices). Below you can find a detailed description of the required sections for this report:
Proposed title: Give your business case brief a title.
Proposed business use case brief with the emerging technology (‘400 words): In this section, describe the business opportunity/problem that the proposed use case brief will address with the emerging technology and identify the potential outcomes of the investment that will return business value for the organization (e.g., improved product or service, improve customer service, improve communication, streamlining internal processes, sales and marketing, data collection and analysis, create or strengthen relationships with suppliers, customers, or partners etc.). The proposed use case should have a clearly defined purpose and must map to the goals and strategy of the organization (use the contextual questions as a guide – what, why and how). Build your argument based on the organization’s resources and capabilities from the Resource-Based View (RBV) theory to identify potential areas where emerging technology can be applied for competitive advantage. Support your arguments with reference whenever possible.
Proposed solution for the use case (‘700 words): Identify a solution/way of implementing the new emerging technology for the use case you are proposing.
o Conduct research on the available information sources for the proposed use case including the types of the data that will be used and the algorithms and models that will be employed. This could include data from internal and external sources, expert opinions,
and market research. Consider factors such as the reliability, relevance, representativeness, and the dimensions of the information sources.
o How should the organization set up the relevant analytics capabilities resources to support evidence-based and optimal decisions enabled by the proposed use case?
o Carry out a critical assessment for the impact of the use case on the decision-making process or performance of the organisation. Consider factors such as benefits and limitations, information asymmetry, risks including ethical implications.
The role of Dynamic Capabilities (‘400 words): To implement the emerging technology, the organization would require developing several capabilities for sensing, seizing, and transforming for the proposed business use case. In this section, identify the dynamic capabilities that are needed in relation to materializing the strategies for the business use case and consider how these capabilities would impact on the organization’s competitiveness and its sustainability.
References: References and citations showing the source of all the information in the report need to be provided (APA referencing style). The references used must demonstrate thorough research using quality references such as journal articles, book sections, conference papers, and industry reports with good evidence to support your arguments in the sections above. Details referencing can be found at: https://www.deakin.edu.au/students/studying/study-support/referencing (ensure to scroll down!)
Appendices: In this section, you should place figures or tables that illustrate or summarize your key points from the recommendations section.
Key article that introduces you to Generative AI for this assessment:
Dwivedi et al. (2023). “So what if ChatGPT wrote it?” Multidisciplinary perspectives on opportunities, challenges, and implications of generative conversational AI for research, practice and policy”, International Journal of Information Management, 71,
Further resources for research: MI5782 reading list has further useful readings
MI5782 unit help guide with tips on how to search for related references on Tesla
Template for business use case brief:
What to include in your Business use case brief
Very high-level view of what the use case will be. Format – very brief, succinct, kept to bare minimum, only details that are necessary to decide whether this is a worthwhile investment/project for the organisation, assisting decision making. Keep the problem separated from the solution, focusing on the business process, no technical/infrastructure/architecture details are required – “what’s in it for the business community?”. It is similar to user stories in agile development or project charter in project management.
o Define the Business area that the use case targets
o Purpose of the business use case
o Focus on the value to the business user
What business need does it fulfill?
Who are the stakeholders?
What benefits results for its stakeholders and what metrics will you use to measure business success?
o Align solutions with the business need (ask the contextual questions – what, why and how)
From RBV perspective, how it will achieve competitive advantage based on core resources and capabilities
Watch the video – Introduction to Business Use Cases for Lean and Agile Environments – YouTube
This task allows you to demonstrate your achievement towards the Unit Learning Outcomes (ULOs) which have been aligned to the Deakin Graduate Learning Outcomes (GLOs). Deakin GLOs describe the knowledge and capabilities graduates acquire and can demonstrate on completion of their course. This assessment task is an important tool in determining your achievement of the ULOs. If you do not demonstrate achievement of the ULOs you will not be successful in this unit. You are advised to familiarise yourself with these ULOs and GLOs as they will inform you on what you are expected to demonstrate for successful completion of this unit.
The learning outcomes that are aligned to this assessment task are:
Unit Learning Outcome (ULO) Graduate Learning Outcome (GLO)
ULO3: Appraise, critically analyse, and communicate the business value potential of emerging information technologies in organizations. GLO1: Discipline-specific knowledge and capabilities GLO4: Critical thinkingSubmission
You must submit your assignment in the Assignment Dropbox in the unit CloudDeakin site on or before the due date. When uploading your assignment, name your document using the following syntax: . For example, ‘Jones_Barry_125456789_ABC125.doc’. Only one submission per group is required. A Group Contribution Form must also be attached as the last page of your assignment (Assessments without this form will not be assessed).
Submitting a hard copy of this assignment is not required. You must keep a backup copy of every assignment you submit until the marked assignment has been returned to you. In the unlikely event that one of your assignments is misplaced you will need to submit your backup copy.
Any work you submit may be checked by electronic or other means for the purposes of detecting collusion and/or plagiarism and for authenticating work.
When you submit an assignment through your CloudDeakin unit site, you will receive an email to your Deakin email address confirming that it has been submitted. You should check that you can see your assignment in the Submissions view of the Assignment Dropbox folder after upload and check for, and keep, the email receipt for the submission.
Marking and feedback
The marking rubric indicates the assessment criteria for this task. It is available in the CloudDeakin unit site in the Assessment folder, under Assessment Resources. Criteria act as a boundary around the task and help specify what assessors are looking for in your submission. The criteria are drawn from the ULOs and align with the GLOs. You should familiarise yourself with the assessment criteria before completing and submitting this task.
Students who submit their work by the due date will receive their marks and feedback on CloudDeakin 15 working days after the submission date.
This is an end of term assessment task and the deadline is strict. Extensions can only be granted for exceptional and/or unavoidable circumstances outside of your control. Requests for extensions must be made by 12 noon on the submission date using the online Extension Request form under the Assessment tab on the unit CloudDeakin site. All requests for extensions should be supported by appropriate evidence (e.g., a medical certificate in the case of ill health).
Applications for extensions after 12 noon on the submission date require University level special consideration and these applications must be must be submitted via StudentConnect in your DeakinSync site.
Late submission penalties
If you submit an assessment task after the due date without an approved extension or special consideration, 5% will be deducted from the available marks for each day after the due date up to seven days*. Work submitted more than seven days after the due date will not be marked and will receive 0% for the task. The Unit Chair may refuse to accept a late submission where it is unreasonable or impracticable to assess the task after the due date. *’Day’ means calendar day for electronic submissions and working day for paper submissions.
An example of how the calculation of the late penalty based on an assignment being due on a Thursday at 8:00pm is as follows:
1 day late: submitted after Thursday 11:59pm and before Friday 11:59pm– 5% penalty.
2 days late: submitted after Friday 11:59pm and before Saturday 11:59pm – 10% penalty.
• 5 days late: submitted after Saturday 11:59pm and before Sunday 11:59pm – 15% penalty.
• 4 days late: submitted after Sunday 11:59pm and before Monday 11:59pm – 20% penalty.
• 5 days late: submitted after Monday 11:59pm and before Tuesday 11:59pm – 25% penalty.
6 days late: submitted after Tuesday 11:59pm and before Wednesday 11:59pm – 50% penalty.
7 days late: submitted after Wednesday 11:59pm and before Thursday 11:59pm – 55% penalty.
The Dropbox closes the Thursday after 11:59pm AEST/AEDT time.
The Division of Student Life provides a range of Study Support resources and services, available throughout the academic year, including Writing Mentor and Maths Mentor online drop ins and the SmartThinking 24 hour writing feedback service at this link. If you would prefer some more in depth and tailored support, make an appointment online with a Language and Learning Adviser.
Referencing and Academic Integrity
Deakin takes academic integrity very seriously. It is important that you (and if a group task, your group) complete your own work in every assessment task Any material used in this assignment that is not your original work must be acknowledged as such and appropriately referenced. You can find information about referencing (and avoiding breaching academic integrity) and other study support resources at the following website: http://www.deakin.edu.au/students/study-support
Your rights and responsibilities as a student
As a student you have both rights and responsibilities. Please refer to the document Your rights and responsibilities as a student in the Unit Guide & Information section in the Content area in the CloudDeakin unit site. MIS782 – VALUED OF INFORMATION ASSESSMENT TASK 2 RUBRIC
Performance Levels/Criteria N (0-29) N (30-49) P (50-59) C (60-69)
Business Use Case Brief
Title: Tesla’s Use of Generative AI to Improve Customer Service
Business Problem: Tesla is facing increasing competition from other electric vehicle manufacturers. In order to maintain its competitive edge, Tesla needs to find ways to improve its customer service.
Emerging Technology: Generative AI is a type of artificial intelligence that can be used to create new text, images, and other forms of content. Tesla could use generative AI to improve its customer service in a number of ways.
Improved customer satisfaction: Generative AI could be used to create personalized customer experiences. For example, Tesla could use generative AI to generate personalized emails or text messages for customers. This would help Tesla to build stronger relationships with its customers and improve their overall satisfaction.
Reduced customer support costs: Generative AI could be used to automate some of the tasks that are currently performed by customer support representatives. This would free up customer support representatives to focus on more complex issues, and it would also help to reduce the cost of customer support.
Increased customer engagement: Generative AI could be used to create new ways for customers to interact with Tesla. For example, Tesla could use generative AI to create chatbots that can answer customer questions or provide customer support. This would help Tesla to engage with its customers in new ways and to provide them with a better overall experience.
Tesla could use generative AI to improve its customer service in a number of ways. For example, Tesla could use generative AI to:
Create personalized customer experiences
Automate some of the tasks that are currently performed by customer support representatives
Create new ways for customers to interact with Tesla
In order to implement generative AI, Tesla would need to develop a number of dynamic capabilities. These capabilities would include the ability to:
Sense and seize opportunities: Tesla would need to be able to identify opportunities to use generative AI to improve its customer service.
Transform and configure: Tesla would need to be able to adapt its business processes and systems to accommodate generative AI.
Benefits and Limitations:
The use of generative AI could provide Tesla with a number of benefits, including improved customer satisfaction, reduced customer support costs, and increased customer engagement. However, there are also some limitations to the use of generative AI. These limitations include the potential for generative AI to create inaccurate or misleading content, and the potential for generative AI to be used to create harmful or offensive content.
Metrics for Success:
Tesla could measure the success of its use of generative AI by tracking the following metrics:
Customer satisfaction scores
Customer support costs
Customer engagement levels
Generative AI is a powerful tool that could help Tesla to improve its customer service. By developing the necessary dynamic capabilities, Tesla can use generative AI to create a more personalized, efficient, and engaging customer experience.
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