Information Technology, describes Norfolk Southern’s
15-year journey to develop a mature business intelli-
gence capability.
The fourth case study, “Mining Data to Increase
State Tax Revenues in California,” describes the
technical and nontechnical issues with the mining of
data collected from multiple government sources to
identify residents who might have underreported their
taxable income to the state of California. The final
two case studies involve small firms. The Cliptomania
Web Store case study traces the changes made by a
B2C startup to continue to be a successful e-tailer.
Finally, the Rock Island Chocolate Company case
study describes the management issues that arise as
part of a midsized organization’s assessment of
whether or not to start utilizing social media tools and
social networking platforms (e.g., Facebook and
Twitter) for the first time.188 Part II • Applying Information Technology