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eBay - A Case Study of Organizational Change Underlying Technical Infrastructure
Optimization
Pouria Ghatrenabi 7050754
ADM 6279 Socio-Technical Change| Winter 2015
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Agenda● Initial Situation● Targeted Situation● Analysis
o Technical System Analysiso Social System Analysis
● Current Situation● Recommendation
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Initial SituationStrength Weaknesses● Strong growth.
○ eBay is the biggest B2C and C2C online marketplace before 2009
● Well-known strategies○ CRM and acquisition○ Good internal environment
● Lagging at the infrastructure ownership and infrastructure integration.
● Low Scalability of data centre impacted the growth.
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Initial Situation
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Opportunities Threat● Partnership with retail stores
and Increase operational efficiency to address pressure
● Dean Nelson joined eBay at Sep, 2009
● Company competitions
● Securities and auction frauds; Less control for rented data centre
Target Situation1. Improve energy efficiency
2. Develop infrastructure utilization measurement
3. Optimize organization structure
4. Build cloud architecture platform
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Improve Energy Efficiency
Develop Infrastructure Utilization Measurement
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● Apply it into individual & business unit Level
● Get insight about
o Performance for different infrastructures
o Infrastructure consumption by individuals and teams
● Motivate employees to work in a more efficient way
Optimize Organization Structure
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Optimize Technical Architecture
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● Build a standardized cloud architecture platformo Provide server and network virtualizationo Streamline infrastructure designo Automate configuration processeso Standardize infrastructure deployment procedure
Technical System Analysis● Units of Operations● Business Workflow Diagram● Variance Chart● Variance Analysis Matrix
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Units of Operations● Business Units● Global Foundation Services Team● Computer and Data Infrastructure
Team● Infrastructure Vendors
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Bus
ines
s W
orkfl
ow D
iagr
am
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Variance Chart
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Variance Analysis Matrix
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● Two Focal Roles○ Global Foundation Service Team○ Computer and Data Infrastructure Team
● Focal Role Networking Map● GAIL Grid Analysis
Social System Analysis
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Focal Role Networking Map
Global Foundation Service Team
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Focal Role Networking Map
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Computer & Data Infrastructure Team
GAIL Grid Analysis
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Current Situation ● Organization Structure● Workflow Process
● Overall Performance (DSE)
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Organization Structure
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Collaboration
Cur
rent
Wor
kflow
Pro
cess
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Overall Performance
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DSE-Digital Service Efficiency
Recommendation
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Invest in Your Own Technical R&D
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Culture Transition
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Business Leadership Support
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Reference● Ask MetaFilter. (2010, May 26). What tipped off the credit card company for fraud? Retrieved November 12, 2014, from http://ask.metafilter.com/155037/What-tipped-
off-the-credit-card-company-for-fraud● Bhattacharyya, S., Jha, S., Tharakunnel, K., & Westland, J. C. (2011). Data mining for credit card fraud: A comparative study. Decision Support Systems, 50(3), 602–
613.● Jurevicius, O. (2015). eBay Company SWOT analysis 2013 | Strategic Management Insight.Strategicmanagementinsight.com. Retrieved 6 February 2015, from
http://www.strategicmanagementinsight.com/swot-analyses/eBay-swot-analysis.html
● Jurevicius, O. (2015). eBay Company SWOT analysis 2013 | Strategic Management Insight.Strategicmanagementinsight.com. Retrieved 6 February 2015, from http://www.strategicmanagementinsight.com/swot-analyses/eBay-swot-analysis.html
● Marketing Teacher,. (2014). eBay SWOT - Marketing Teacher. Retrieved 6 February 2015, from http://www.marketingteacher.com/eBay-swot/
● eBayinc.com,. (2015). Home. Retrieved 7 February 2015, from http://www.eBayinc.com/
● Pages.eBay.com,. (2015). Buyer Tutorial. Retrieved 7 February 2015, from http://pages.eBay.com/globaltrading/buyer/index.html
● Suciu, P. (2015). Skype and PayPal – A Different Set of Rules | Technology > Mobility from AllBusiness.com . Allbusiness.com. Retrieved 7 February 2015, from http://www.allbusiness.com/legal/communications-law-telephone-rates/8583888-1.html
● Griffin, J. M., & Puller, S. L. (Eds.). (2009). Electricity deregulation: choices and challenges (Vol. 4). University of Chicago Press.
● Electric Choice. (2013). Electricity Rates by State. Retrieved from https://www.electricchoice.com/electricity-prices-by-state/
● Nelson, D. (2013, November 21). eBay on the future of web-scale data centers. Retrieved from www.youtube.com/watch?v=UkloFjX0WdY
● The Green Grid. (2012). Breaking New Ground on Data Center Efficiency. Retrieved from http://bit.ly/1z2zFAm
● Schuetz, N., Kovaleva, A., & Koomey, J. (2013). eBay Inc.: A Case Study of Organizational Change Underlying Technical Infrastructure Optimization. Steyer-Taylor Center for Energy Policy and Finance. Retrieved from http://goo.gl/qDf4rp
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