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e-Commerce

e-Commerce. Session One. Network Economy Businesses. They create value largely through the gathering, synthesizing, and distribution of information They formulate strategy in ways that make management of the enterprise and management of technology convergent

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e-Commerce

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  1. e-Commerce Session One

  2. Network Economy Businesses They create value largely through the gathering, synthesizing, and distribution of information They formulate strategy in ways that make management of the enterprise and management of technology convergent They operate in real time rather than cycle time They operate in a world characterized by low barriers to entry, near-zero variable costs of operation, and as a result-intense, constantly shifting competition

  3. Network Economy Businesses • They organize resources around the demand side rather than the supply side • They often manage relationship with customers and market through screen-to-face channels and interfaces, i.e. technology rather than people manages these relationship • They use technology-mediated channels and have ongoing operations that are subject to measurement and tracking in unprecedented and granular ways

  4. e-Commerce Attributes • It is about the exchange of digitized information between parties • It is technology-enabled • It is technology-mediated • It include intra-and interorganizational activities that support the exchange

  5. e-Commerce Definitions • E-commerce is commerce enabled by Internet-era technologies (Seddon 1997) • The seamless application of ICT from its point of origin along the entire value chain of business processes conducted electrinically and designed to enable the accomplishment of a busines goal (Wigand 1997)

  6. e-Commerce Definitions • E-commerce is a general concept covering any form of business transaction and communication technology, between companies, between companies and their costomers, or between companies and public administration. E-commerce includes electronic trading of goods, services and electronic material (EU, 1997) • Formulating commercial transactions at a site remote from the trading partner and then using electronic communications to execute that transaction (Whiteley 2000)

  7. e-Commerce Definitions • Technology mediated exchanges between parties as well as the electronically based intra-or inter-organizational activities that facilitate such exchanges (Rayport 2002) • Three components: • Economic activity is involved • Interaction occurs electronically • The interaction typically crosses organizational boundries

  8. Four Categories of e-Commerce • Business to business (B2B): this referes to the full spectrum of e-commerce that can occur between two organizations. eg: Freemarket, Dell, GM • Business-to-consumer (B2C): e-commerce refere to exchange between business and consumers including the exchange of physical or digital products or services. Eg: Yahoo, Amazon

  9. Four Categories of e-Commerce • Peer-to-Peer (P2P): P2P exchanges involve transactions between and among consumers. These can include third_party involvement like eBay. eg: Gnutella (music), Owners.com (classified ads) • Consumer-to business (C2B): in C2B consumers can band together to present themselves as a buyer group economically oriented or socially oriented (SpeakOut.com)

  10. Business originating from... Consumers Business B2B C2B Business And selling to... Consumers B2C C2C Four Categories of e-Commerce

  11. Strategy in a Rapidly Changing Environment • A hallmark of online companies is their ability to shift resources, revenue models, and content • The speed of change in the online environment has forced companies to act and react more quickly

  12. Factors of Customer Behavior • customization or individualization: the ability to create a custom experience through the use of technology initiated by the firm (customizing its site for the user) or initiated by the user like My Yahoo • interactivity: ability to conduct two way communication including firm-to-user and user-to-user communication. It is a move from one-way marketing to one-to-one marketing.

  13. The Framework for The Field of e-Commerce: • The e-commerce strategy wrapped by four infrastructures: • Technology • Capital • Media • Public policy • Market: market involves customer and includes the buyers and sellers and forces that shape the nature of the marketplace exchange

  14. The Strategy Formation • Technology infrastructures: they are both enablers and drivers of change. • Capital infrastructure: knowing the capital infrastructure and how to secure funding for a venture and value the business is important • Media infrastructure: Internet is a mass communication platform. Managers who run e-commerce enterprises must learn to manage staff responsible for design interface, stylist choices, editorial policies, and content choices associated with this new communication venue • Public policy infrastructure: all decisions influenced by laws and regulations.

  15. Evaluation: Metrics and Valuation Framing the Market Opportunity Market Communications and Branding Implementation e-Commerce Strategy Business Model Customer Interface Media Infrastructure Market Infrastructure Network Infrastructure A Framework for Electronic Commerce Publics and Politics

  16. Strategic Management Finance Marketing Entrepreneurship Accounting Operations and Logistics Technology New Media The Role of a Senior e-Commerce Manager

  17. Four Key Challenges for Senior e-Commerce Managers • understanding customer evolution: wining firms invest to anticipate the customer likes and dislikes. For Amazon.com, the reliability was the first customers’ concerns and then the speed was the target. • new technologies are constantly emerging and disappearing, picking the right ones to meet the evolutionary consumer tastes is a constant, high-stakes gamble for senior managers

  18. Four Key Challenges for Senior e-Commerce Managers 3. Balancing irrational exuberance and irrational doom: this is a matter of ridding the storm. Executive manager must continually reassure the workforce, reassure the investors that business model make sense, spell out the path to profitability 4. integrating offline and online activities: there is increasing pressure on offline firms to integrate their online activities. The senior executive manager will be under increasing pressure to be closely aligned-in terms of systems, structure, processes, compensation, and employee and welfare-withthe traditional offline business

  19. e-Commerce End of Session One

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