ICT Professional Practice & Ethics: Westfield

This report demonstrates a proper description on professional practices and ethical practices of information and communication technology regarding case scenario of Westfield. It includes ethical and information technology governance frameworks for analyses, proper assessment of every ethical consequence to move to any digital firm on diversity and inclusion, and effective and appropriate recommendations for Westfield.

Running head: ICT PROFESSIONAL PRACTICE AND ETHICS
ICT Professional Practice & Ethics: Westfield
Name of the Student
Name of the University
Author’s Note:

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Table of Contents
1. Introduction............................................................................................................................2
2. Discussion..............................................................................................................................2
2.1 Ethical and Information Technology Governance Frameworks for Analyses.................2
2.2 Proper Assessment of every Ethical Consequence to move to any Digital Firm on
Diversity and Inclusion..........................................................................................................5
2.3 Effective and Appropriate Recommendations for Westfield...........................................9
3. Conclusion............................................................................................................................11
References................................................................................................................................12

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1. Introduction
IT or information technology and IS or information system can be stated as a basic
use of few important systems, which are quite effective to store, retrieve, transmit and finally
manipulate sensitive information and data in a distinctive business or enterprise context
(Schwalbe 2015). This information technology can even be termed as a proper sub section of
information and communication technology or ICT in short. Westfield is a popular and
significant searchable mall in Australia, which is selling more than one lakh products and
services online such as the entire Westfield group, which has been harnessed with proper
realization of extremely successful model to build better and higher quality shopping malls
(Bilbao-Osorio, Dutta and Lanvin 2013).
It is being observed that shopper’s behaviour is being changed towards technological
connections. Moreover, the labs of Westfield were eventually set up to leverage significant
retail eco system as well as learning involved for being curious about technology with few
features (Wang, Chen and Benitez-Amado 2015). This report will be demonstrating a proper
description on professional practices and ethical practices of information and communication
technology regarding case scenario of Westfield. There are few distinctive and important
frameworks, which could be utilized for better analysis or assessment of any type of ethical
consequence for moving to a digitalized firm. These frameworks are demonstrated in the
report with relevant or suitable suggestions of Westfield.
2. Discussion
2.1 Ethical and Information Technology Governance Frameworks for Analyses
The shopping centre of Westfield includes digital storefronts, click and collect hubs,
frictionless car parking payment services, searchable mall web platform, Wi Fi networks and
many more so that integration of retailers would bring more effectiveness and efficiency for

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the customers (Holtshouse 2013). They have made a realization that for the advancements in
technology or efficiency in technology, there had been a significant change in shopper’s
behaviours (Wang, Chen and Benitez-Amado 2015). Moreover, it has also become easy to
stay connected with the customers and making surveys on customer choices for improvement
of shopping experience. This particular organization of Westfield has included digital
innovation and creativity in their business so that they are able to deal with customer
demands and supplies effectively (Kellermann and Jones 2013). This digital innovation is
required for making few important and significant alterations in the business after using all
types of digitalized technologies to enhance traditional model, product, service and process.
Digital innovation also helps the business in finding latest technological solutions to ensure
that only creative concept is iterated (Schnoll 2015). For this specific case scenario of
Westfield, the involvement of digital innovation had eventually undertaken shopping
experiences of the customers, hence making them quite popular amongst the rest.
a) Ethical Framework: The ethical framework is needed to be properly analysed to
understand proper decisions within a company. This specific framework even gives the
distinctive summary for each and every relevant source about ethical thinking and executing
decision making process (Andrade and Doolin 2016). Apart from technological benefits, it is
also required by any organization to maintain ethics in their business so that complexities
related to ethical dilemma are being resolved effectively. Ethical decisions are required to be
followed and maintained by Westfield so that they are able to involve digitalized innovation
in the business (Wang, Chen and Benitez-Amado 2015). Digital ethics would also be
implemented in their business, thus shaping the respective political, social as well as moral
existence.
As they are eventually including some of the core digital based innovations such as
digital signatures, digital store fronts, friction less cars, effective mobile applications, it is

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required for them to involve digital ethics in their business so that ethical implications are
proper and effective (Watson and Tinsley 2013). The most effective ethical framework for
Westfield would be Consequentialist framework that comprises of the core capability of
considering individuals, who are both indirectly or directly affecting the business. This
specific framework is responsible for recognizing the decisions regarding right or wrong and
should be associated with the individual context (Gelenbe and Caseau 2015). The major
benefits of the framework include focusing on every outcome of the action, thus helping all
others in getting included properly. Furthermore, according to this specific framework, every
consequence must be proper and must provide major utilities to all users and customers.
Digital innovation would ensure that few distinctive advantages are eventually achieved in
the business to resolve all kinds of moral dilemma (Ullah and Lai 2013). This particular
framework would even eradicate the unethical or illegal means of data extraction majorly.
b) IT Governance Framework: This is the second distinctive and important
framework, which is required for better analysis of Westfield case scenario (Nguyen, Newby
and Macaulay 2015). The hugely successful model to build larger, quality and long lasting
shopping malls within the entire world is being challenged by a distinctive and profound
change in the behaviour of shoppers only by being driven by technology and connectivity. It
has become evident that disruption is much higher for the present situation and it has led to
change in shopper’s behaviour. It can even concern about all types of levels in the business so
that only responsible decisions are possible (Tambe and Hitt 2013). This specific framework
can define all types of methods and techniques, through which any company can deploy,
control and monitor complete governance of IT. Legal compliance is also ensured by
implementation of this IT governance framework.
There are several popular examples of such frameworks, which involve AS8015 –
2005, ISO / IEC 38500 and finally COBIT or Control Objectives for Information and related

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Technologies (Tiwana, Konsynski and Venkatraman 2013). For the case scenario of
Westfield, COBIT can be referred to as the most effective framework that can provide a
completed set of technologies or controls to organize the information technologies in a proper
logical framework. The major drivers of the framework of COBIT include requirement of
proper understandings of every existing standard, tool and technique to ensure that business
scope is being met and every IT related function is being fulfilled (D'Arcy et al. 2014). As
Westfield has included digital innovation within the business, it is required for them to
maintain their information and data effectively. This particular framework also gives the core
methodology for integration of external standard and achieving all efficient methodologies
(Jiao and Onwuegbuzie 2017). Data security would also be enhanced to a higher level with
this particular framework of IT governance and hence Westfield would be benefitted to a
high level. COBIT framework even eradicates all types of issues and complexities to a major
level, hence providing a distinctive requirement of managing all sorts of issues related to
information governance and information technology (Wang, Chen and Benitez-Amado
2015).
2.2 Proper Assessment of every Ethical Consequence to move to any Digital Firm on
Diversity and Inclusion
A proper movement to any specific digital firm is quite vital towards high
diversification as well as inclusion of diversity in any organization. The respective
distribution or management of the cabling and signals can be referred to a possible by
significant inclusion of ICT or similar technologies (Wang, Chen and Benitez-Amado 2015).
Furthermore, proper storage, transmission, retrieval, receiving as well as manipulation of
confidential information can be easily and promptly completed after inclusion of the
technology. The information technology also includes obsolete technologies such as
television broadcasting, landline telephone as well as radio broadcasting and all of such

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technologies can be used with any other technology or part of the information and
communication technology such as artificial intelligence and robotics (Ye and Wang 2013).
This particular technology of ICT can be used for entertainment purpose and the respective
commercial utilization of information and communication technology has the core
responsibility of maintenance of computer technologies and telephony (Nielsen, Mathiassen
and Newell 2014). To make a subsequent advantage and purpose building machines, which
are being designed to perform a restricted scope for functions and general used computer
based machines, it is needed to analyse it properly to ensure that several tasks are being
performed properly (Schiller 2014).
This specific technology of ICT eventually involves all sorts of peripheral equipment,
hardware and software, which are eventually operated by taking help from any particular
group of people or users (Nielsen, Mathiassen and Newell 2014). This technology is also
responsible to reduce any kind of complexity to a high level, thus properly encompassing the
entire technology of information distribution properly and perfectly. Several distinctive
products and services within an economy are majorly linked with the technology such as e
commerce, computer software, semi conductors, and computer hardware as well as telecom
equipment (Passey and Samways 2016). Information and communication technology is solely
responsible to integrate telecommunication with all needed storage, audio visual systems,
middleware and software that could easily enable these users to access, store, manipulate and
even transmit all types of business based data.
This is quite ethical to make a move to digitalized firm to bring out major
effectiveness as well as efficiency within the business (Roztocki and Weistroffer 2015). With
such move, the business can also evaluate the major impact or effect of every contemporary
information system and Internet connection to properly protect or secure individual privacy
and intellectual properties (Wang, Chen and Benitez-Amado 2015). Each and every principal

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managerial challenge, hence can be promptly recognized and obtaining ethical consequences
or benefits within the business. Although they would be quite benefited from the move to any
digitalized firm, there are few distinctive and important issues related to governance of
information technology as well, which could bring some of the major vulnerabilities within
their business (Vaishnavi and Kuechler 2015). The most significant and important
governance issues related to information technology, which could eventually bring out few
unethical and illegal consequences are provided below:
i) Delivering Value by Involvement of Information Technology: This is the first and
the foremost issue of information technology governance that is quite common while moving
to the digital firm. This type of delivering of value would be extremely complex with
information technology, hence the specific company may confront several risks or issues for
information technology (Dedrick, Kraemer and Shih 2013). The hackers even would get a
scope for extraction of all types of organizational values so that there eventually prevails a
higher risk for lost values.
ii) Establishing a proper Governance Framework: This is the second important and
significant issue of information technology governance that is quite common while moving to
the digital firm (Wang, Chen and Benitez-Amado 2015). The entire framework of governance
could be quite complicated, thus simplifying the infrastructure of information technology to
eradicate these duplicative and redundant data repositories or applications and to make
organizational decisions much more inconsistent and proper (Magrabi et al. 2013).
Furthermore, with the presence of this issue is even responsible for incrementing the
expenses to major level.
iii) Lack of Security in Data: The third important and significant issue of information
technology governance that is quite common while moving to the digital firm is lack of

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security for the business related data (Bai and Sarkis 2013). There prevails a higher chance
for losing data by attackers since they can enable the attackers in getting into respective
systems and hacking the data completely. Data integrity is also lost in this manner.
The major as well as the most significant technologies, which can be utilized to move
to a digital firm for any organization are provided below:
i) Cloud Computing: An efficient as well as effective technology regarding
movement to any specific digital firm would be cloud computing. This particular technology
could easily and promptly transfer larger collection of confidential data by means of Internet
connection after utilization of this specific technology (Nielsen, Mathiassen and Newell
2014). Moreover, cloud is extremely ethical, thus removing all chances of unethical data
theft.
ii) Artificial Intelligence: The second efficient as well as effective technology
regarding movement to any specific digital firm would be artificial intelligence (Bilbao-
Osorio, Dutta and Lanvin 2013). This particular technology is eventually stated as a problem
solving technique, which helps in proper description of machines by mimicking cognitive
functions or machine learning (Ye and Wang 2013). As it completely removes the
requirement of human being involvement, digital firm movement can be termed as easier.
Furthermore, AI is quite effective regarding providing of ethical decisions to the users.
iii) Big Data: The third important and distinctive technology regarding movement to
any specific digital firm would be big data (Ye and Wang 2013). As this particular
technology is responsible for providing major advantages for effective management of larger
data sets, this is referred to as the most efficient methodology for digital firm movement.
Data loss is almost negative in in this technology, making it completely ethical in nature.

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2.3 Effective and Appropriate Recommendations for Westfield
Westfield is concerned about their involvement of digital innovation or creativity in
the business and regarding this type of involvement or inclusion, few suggestions are being
provided which are provided below:
i) Proper Searching as well as Evaluation of all Organizational Resources and
Capacities: This is the first important and significant recommendation for the organization of
Westfield about involvement of digital innovation to maintain ethics and technological
governance within information and communication technology would be proper searching as
well as evaluation and even testing of the new and innovative ideologies and ideas. To ensure
that the complete cycle of digital innovation is being kept effectively, it is required to be
utilized for successful generation of fresh ideas in the business processes and models. This
kind of innovation will also search for finding new buildings outside the innovation lab for
thriving in making scope for new and innovative things. As the organization of Westfield is
eventually included within the industry of shopping, this particular recommendation would
quite effective for all of them to ensure any new creativity and innovation within services and
products. For the core and distinctive purpose of reducing any kind of issue or complexity
associated with their new ideas and products, it is referred to them to involve proper
searching and evaluation of organizational resources. Furthermore, this particular
organization will also have the core capability of maintaining higher competition with any
other supermarket in Australia like Woolworths Supermarkets Limited, Aldi or Coles
Limited.
ii) Significant Development of the Data or Information Driven Business Model:
Another important as well as significant and noteworthy suggestion for the organization of
Westfield regarding involvement of digital innovation within the business would be proper
development of any kind of information and data driven business model. As all shoppers or

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customers within any specific organization comprises of the major tendency to tend towards
digitalized products or services, it is extremely important for them to involve digital
innovation in the business. This specific technology is even ethical and does not involve any
type of unethical activities within a company. These respective business models of
confidential data or information can be efficiently developed as soon as physical products are
getting expanded due to involvement of better and effective digitalized characteristics. The
organization of Westfield must even focus on high monetization, better usage as well as data
mining with the significant purpose to ensure high effectiveness and efficiency would be
obtained without any issue.
iii) Suitable Innovation and Creativity Lab Methodologies regarding Process
Innovation: The third important and noteworthy suggestion for the organization of Westfield
regarding involvement of digital innovation within the business would be successful
deployment of innovation and creativity lab methodologies so that Westfield is able to
execute their respective procedural innovation. Each of these business procedures like human
resources, better management and financial management are eventually responsible for
bringing some of the major and the most significant influential efficiency in business.
Furthermore, the involvement of artificial intelligence technology is also extremely
correct for this particular organization of Westfield, thus there can be a different portfolio and
unit for all types of existing and expanded innovation lab. This specific organization of
Westfield will be eventually have the core ability of bringing more innovation and creativity
within the business, thus there is an enhancement of competitive advantages to a high level.
All of such innovation labs even comprise of an effective rethinking regarding their business
processes and operations. These distinctive and significant freshly acquired skills could also
become an integral part of the corporation even before penetration within all previously

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existing organizational structure simply by altering each and every business process within
supermarket of Westfield.
3. Conclusion
Thus, from this above provided discussion, conclusion could be eventually drawn that
an effective and efficient convergence of all types of computer networks and telephone
networks is absolutely possible by involvement of one single cable or link system. This
respective capability of computing, which is quite advanced for any kind of device expense
so that the entire cycle of technology will be constant wile emerging the various technologies.
This is mainly done before reduction of consumption of energy. Information technology also
refers to all types of architectures, methods and regulations or rules so that entire data storage
as well as utilization is being governed effectively and efficiently. All types of business
applications significantly include numerous databases like SQL servers of real time ordering
entry, transactional system as well as email servers like exchange system and web server.
These distinctive applications could even execute all sorts of programming
instructions to disperse, consolidate as well as manipulate to make the confidential data
effective and efficient. This above given report has clearly demonstrated about a brief
analyses over the entire case scenario of Westfield by involving some of the major and
important computer servers and computing devices. More than one lakh products are being
provided by this specific organization online to the customers. All types of ethical
implications or effects of such distinctive changes and alterations that comprise of the core
significance of occurring in the business regarding enhancement of digital innovation as well
as creativity are being provided within the report. Furthermore, the entire procedure for
maintaining competitive benefits in this particular organization of Westfield is even being
depicted in this report.

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