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d how to fight for it.. so it is very open question.. so I truly think the person that whether you are taking the right report sending the right message across the … did you actually achieve or maybe answered your superior boss or not.. as competition you want to compare, you must know what you are competing... information is there, how do you park your information…

FM1: “…i think is the people… how advanced the technology or systems you have, but the people must be good to manipulate the information…”

ITO1: “…very useful la.. even system that we use right now, if we are good in analyzing the report, what action should we take from the report or information, it will make our company become more successful and become better… the most important… we should know what types of information that we need and action to be taken for this hotel… if that information can generate or how we can manipulate the report, then is good la… it does not mean that we need latest technology in order to be competitive…”

7.1.6 Business and Information Strategy of an Organization

In this research, information use is always interacted with the technology that provides access to such information. Despite all of the benefits promised by the developers, concerns have been raised on low levels of usage for decision support systems (Giupponi et al, 2007) and about the difficulty of determining the benefits against costs (Reeve and Petch, 1999). Having access to huge amount of managerial information such as customers' feedback, resource status, financial information etc would by itself provide a competitive advantage to the organizations.

CFO1: “…Definitely, because who ever can get better information will make more inform decision la.. definitely have the competitive advantage especially when you can get information on competitors.. I think in Malaysia is difficult la most of them don't want to give out the information… i think innovation is one part la because u have the systems but you must feed it with information.. if you don't feed it with information, there would be nothing there… but basically having the system would be easier la…”

“…Managerial information produced is useful information but you must be able to digest it and come out with analyses… in such a way for you to move forward or improved la.. if it is just a data and not well analysed, I think…, thats why sometimes it depends on the users… some people will find it very useful to analyse it and come out with the conclusion that you have or must to move forward etc.. some people take it and use it.. but basically is up to the person .. but it is good to provide data with information… is up to the person who want to analyse n use it…”

CTO1: “…yeahh… definitely because when organizations are at competitive advantage, it means they are leading and if they want to keep them sustainable they must be innovative all the time.. what ever improvement they need to do, they have to do… not only innovative on the product but it has to be innovative in creating in improvement of processes in shortcutting the time etc… proactive in taking the action rather than wait for the later time…”

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