1. How is it possible, as Braddock noted, to have a great deal of data but little information? How does the SAP data base and business intelligence component change this?
2. What is meant by "visibility into the workflow" and why is it important to FreshDirect's success? What are exception screens and how are they used?
3. What has been the impact on employees of the changes brought about by the SAP ERP system and associated business intelligence applications?
4. How is FreshDirect's use of its database related to its brand image? What is the most important element of their brand?