Hurd and Nyberg (2004)

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Hurd and Nyberg (2004) - Qantas

In 1997 the Asian crisis caused many businesses to suffer and collapse. This was not the case for the airline, Qantas.

They had a three-tier information system which combined regular performance reports, "what if" queries by business analysts and the ability to conduct research into the data. From the information an erosion of bookings from Asia to Australia was evident. The company reacted immediately by cancelling services and redeploying assets to operate in more profitable markets.

By the time the Asian crisis hit, Qantas was safe.

"Control over its information means control over the future"

(For the rest of the book, see Information Systems, The Value Factor)