• MOS Burger - Behind the QR Code

Abstract

At first glance, the Quick Response codes (QR codes) that appear in Facebook fan groups look like simple marketing devices; however, a secret weapon hidden behind these codes actually helped lead to the organizational reform of MOS Burger. Using the implementation of emerging information systems by organizations as a teaching focus and the first QR code marketing activities by MOS Burger as an introduction, this case study discusses the system of “Intelligence Electronic Coupon Program” implemented by enterprises using QR codes as the core technology. By adopting a conceptual framework for the implementation of emerging information systems (Laudon and Laudon 2009) and analyzing the systems implemented by enterprises facing operational problems, we explore how enterprises resolve employees’ resistance to organizational changes from the point of view of organizational pain points. We further discuss the beneficial effects on people, organizations, and technology related to the implementation of new information systems, as well as their competitive advantages. This case study may also be utilized to explore decision-making and planning activities related to the implementation of new information systems in organizations, such as activities associated with information technology and organizational reconstruction during the implementation of ERP (enterprise resource planning), CRM (customer relationship management), and KM (knowledge management).

Keywords: New Technology Adoption, QR Code, Organization Change