ICT Professional Practice and Ethics

Running Head: ICT Professional Practice and Ethics
ICT Professional Practice and Ethics
[Type the document subtitle]
Laptop04011
[Pick the date]

ICT Professional Practice and Ethics 1
Contents
Introduction......................................................................................................................................1
Company and Case Description.......................................................................................................1
Ethics and IT Governance Framework............................................................................................2
Ethical Implication of Changing to Digital Firm.............................................................................4
Competitive Advantage Gained.......................................................................................................6
Recommendation.............................................................................................................................7
Conclusion.......................................................................................................................................8
References........................................................................................................................................9

ICT Professional Practice and Ethics 2
Introduction
The aim of the paper is to explain the reader about the information technology activities of the
company Westfield. The company Westfield is an Australian shopping centre company that was
originated in Australia in the year 1960. The Westfield group was split up in the tear 2014
between two independent companies that are Scentre Group and Westfield Corporation. The
Scentre Group operates its business functions in New Zealand and Australia while Westfield
Corporation manages its activities American and European center portfolio. Further, the report
highlights the details about the company in response to the ethics and IT governance framework
used by the company. It also highlights ethical implication attracted by the company for the
purpose of changing themselves into a digital firm. After using the digital activities, it is sure that
the company gained efficiency in the market that is discussed below:
Company and Case Description
The company Westfield is a commercial real estate organization and operator of shopping centre
as well. The company is undertaking ownership, design, asset management, development, and
leasing and property management activities in the business environment. The portfolio of
Westfield includes 40 shopping centres across US and Europe. Further, it should be noted that
the Westfield group has operated on the world’s largest shopping centre portfolios with
investment focus in total 103 shopping centres across Australia, Croatia, UK, Brazil, Italy and
New Zealand. The place that was developed by the company was named as Westfield Place at it
was opened in the year 1959 in Blacktown. The name of the Westfield is derived from west that
is related to west Sydney location and field came as it was located on the subdivided farmland.
The company came on the Australian Stock Exchange in the year 1960 and expanded the
business functions in Australia in a time span of one year. Further, talking about the case, it
should be noted that Westfield’s Australia’s Australian searchable mall featured 100000 products
online that gave them huge success in the target market.
The Westfield group connected with the external market by using digital disruption in the
process. The business group realized that they are highly successful in building huge and quality
shopping malls in the worldwide market but they activities were challenged by the profound

ICT Professional Practice and Ethics 3
change in the behaviour of the shoppers. As most of the shoppers present in the business
environment have now shifted their focus from physical shopping to online shopping due to
which growth and profitability of companies like Westfield group reduces. Technical
connectivity eliminated the process of physical shopping in the business environment. The
business group understood that technology can successfully bring disruption in the business
environment that brought opportunity for the company to connect with the digital shoppers, offer
them products and provide them great shopping experience as well. Further, it should be noted
that in the year 2012, the Westfield Labs were set up to leverage the retail ecosystem using
innovative social, mobile and digital market opportunities. The labs covered the interest of the
digital shoppers with the physical world.
Along with this, the Westfield learnings includes the process of learning new technologies
present in the business environment along with creating digitally enabled innovation as well.
This type of technology makes them capable to increase the shopper’s experience through digital
learning and innovation. Further, in the current environment digital storefront, click and collect
hubs, digital in-centre signage, and frictionless car packing payment service, mobile food service
apps and searchable mall web platform are all the aspects that are induced by the company to
integrate the functions of the retailer and help them to find the ways to increase the satisfaction
level of shoppers in the Westfield shopping centre. Further, it should be noted that digital
technology comes with its own pros and cons in the business environment that affects the interest
level of both shoppers and the retailers in the industry (Wu, Straub, and Liang 2015).
Ethics and IT Governance Framework
The business environment is rapidly changing with the changing interest of customers to attain
products from the market. Entrance of digital disruption in the business increases the efficiency
of the organization to work effectively but it also makes them face various codes of ethics in the
external market. The ACS code of ethics can be adequately applied in the given case and should
be considered so as to help the business achieve its objective in the target market without
attracting penalties. The ACS Code of Ethics is a part of the ACS constitution that aims to
uphold the integrity, dignity and effectiveness in the actions of the digital market activities in the
business process (Hair, et. al., 2015). It should be noted that the ACS code of ethics underline six