Case Application Name: Image Is Everything Question no - 1 Being a web-based business, would principles of scientific management ever be useful to Getty Images? Explain. Would the quantitative approach be useful? Question no - 2 Does Getty Images fit the description of a learning organization? Why or why not? Question no- 3 What type of e-business would you call Getty images? Question no- 4 What characteristics and management practices does this company exhibit that might be important for successful organizations in the twenty-first century?

1. Course Code: MGT- 1103
Course Title: Principles of Management
Assignment
On
Case Application
Submitted to:
Fariah Tasnim
Lecturer
Submitted By:
Frenzy Group
Department of Marketing
Jagannath University

2. Group in Details
Group Name: Frenzy
Group Member in Details:
Class Serial No. Class Name Roll No.
1. Fatema Tuj Johura 115401
2. Jarin Tasnim 115402
3. Md. Rejannobi 115403
5. Atikur Rahman Riad 115405
6. Shahriar Razin (Group Leader) 115406

3. Case Application Name:
Image Is Everything

4. Some Getty Images Inc. Photo of Bangladesh…….

5. Case Summary:
A photo can capture historical moments and provide visual links to the
past – to that brief moment in time when the photo was snapped. Getty
Images, Inc. is a stock photo agency, based in Seattle, Washington, USA.
It is a supplier of stock images for business and consumers with an
archive of 80 million still images and illustrations and more than 50,000
hours of stock film footage. It targets three markets—creative
professionals (advertising and graphic design), the media (print and
online publishing), and corporate (in-house design, marketing and
communication departments). It now conducts its business by internet.
But there was a time it was not easy to get images like today. In the old
economy, it after took days, even weeks for customers to get a photo.
They would have to look through pages and pages of expensively
produced color catalogues, trying to find that perfect image. But now it is
a matter if a click. In 1993, Mark Getty and Chief Executive Officer
Jonathan Klein co-founded Getty Investments LLC. Mark Getty is the
company's chairman. By using internet, customer can easily get the
perfect image they want. Getty Images is a blend of acquired businesses,
most of which were competitors. It began with two acquisitions; London-
based Tony Stone Images and Settle-based Photo Disc. As difficult and
after unpleasant as the merger between two companies was, eventually
company executives realized that they had the opportunity to create
something new, unique and potentially valuable by combining the both
companies.
Through extensive training, radical restructuring and investments in
technology, Getty Images is positioned as a leader and innovator in the
visual content market. In the conclusion, especially in a web-base
business, success today does not guarantee success tomorrow. For Mark
and other manager, yes, image is everything!

6. Question no - 1
Being a web-based business, would principles of scientific management
ever be useful to Getty Images? Explain. Would the quantitative approach
be useful?
Answer:
I think being a web-based business; the principle of scientific
management would be useful to Getty Images. Because internet based
business has a big network or has a big market and to manage such a big
market principles of scientific management should be applied here.
Because, in the scientific management, there will be an established plan
or we can say a science will be here to replace the old rule of thumb
method. There will be scientifically selected and trained workers. And the
manager should corporate the worker heartily so as to ensure that all
work is done in accordance with the principles of scientific management.
There will be almost equal work and responsibilities between workers
and managers. Then all tasks will be done successfully. So, I think
principles of scientific management could be very useful to Getty Images.
And quantitative approach can be a little helpful to Getty Images. But it
can support it or it could help it as such the way scientific management
process can because it is not more about the quantity; it is about the
science or technology to manage a web base business.
So, according to my perception, as a web-based business, to run the
business successfully, principles of scientific management could be more
useful than quantitative approach.

7. Question no - 2
Does Getty Images fit the description of a learning organization? Why or
why not?
Answer:
To fit Getty Images with the description of learning organization we have
to know about a learning organization. What is learning organization?
Learning organization is an organization that has developed the capacity
to continuously learn, adapt and change. By knowing about a learning
organization we can say that Getty Images is a learning organization.
Because learning organization every people who worked in the
organization have to learn about the organization activities. In Getty
Images every customer can learn about the organization through
accessing its website by using a key word. In learning organization
everyone in organization is responsible for innovation. In Getty Images all
employees are responsible for innovation an idea bank committee. In a
learning organization, main fear is not learning or not adapting with the
environment. In Getty Images main fear is not adapting with the
customers demand. In learning organization if organization does not
change its activity they won’t be working for long. Thus if Getty images
don’t change or update its images regularly, they won’t enhance their
company for long. That is why, Getty images fit with the description of a
learning organization.

8. Question no- 3
What type of e-business would you call Getty images?
Answer:
Before pointing what type of e-business Getty Images refers, we have to
know about the e-business and types of e-business. E-business is a
comprehensive term describing the way an organization does its work by
using electronic linkages with its key constituencies in order to efficiently
and effectively achieve its goal. There are three categories of e-business
involvement. They are e-business enhanced organization; E-business
enables organization and total e-business organization.
An e-business enhanced organization is a traditional organization that
sets up e-business capabilities, usually e-commerce while maintain its
traditional structure.
An e-business enabled organization is a type of e-business that uses the
internet to perform its traditional business functions better but not to sell
anything. In other word, the internet enables organizational members to
do their work more efficiently and effectively.
The last category of e-business involvement is total e-business. A total e-
business organization is one whose entire work processes are structured
around the internet.
After learning that I think Getty images is a e-business enhanced
organization. Because, e-business enhanced organizations use the
internet to enhance their traditional ways if doing business. Getty Images
also use internet to collect images from professional photographers and
sell them to the customers to enhance their business. By using internet

9. Getty Images transforming the old ways and in the process creating a
company poised to profit in an e-business world. Any customer can
access Getty Images web site anytime, anywhere and download images
from them. To download a final image customers have to enter a credit
card number. We can see that Getty images enhance its business bay
using internet so we can say it is an e-business enhanced organization.

10. Question no- 4
What characteristics and management practices does this company
exhibit that might be important for successful organizations in the
twenty-first century?
Answer:
Getty Images is positioned as a leader and an innovative in the visual
content market.
 They followed some effective characteristics and management
practices for being a successful organization. They give extensive
training, reduce, radical, restricting and provide investment in
technological side.
 The customization option now accounts for over 40 percent of sales
revenue. Then there’s the back room operation of Getty Images.
Where two shifts of technicians digitally scan an average of 750
photos every 12 hours.
 They made group and work to add value to the basic photos. For
instance, they tag the photo with digital information that customer
can use to control their computer settings to get more accurate
color. That’s why Getty Images is now top class organization in the
21st century.

11. Reference
 Management, 7th Edition – Stephen P. Robbins, Mary Coulter
 www.gettyimages.com
 www.hoovers.com
 www.wikipedia.com
The End