Professional Documents
Culture Documents
Learning Objectives
Describe the importance and essentials of business and EC strategies Describe the strategy planning and formulation process for EC Understand how EC applications are discovered, justified, and prioritized Describe strategy implementation and assessment including the use of metrics Understand EC failures and lessons for success
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Describe the role and impact of virtual communities on EC Evaluate the issues involved in global EC Analyze the impact of EC on small businesses Describe the relationship between EC and BPR, knowledge management, and virtual corporations Describe the future of EC
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Leverage the wealth of e-business transformational case studies within IBM to highlight the potential of e-business to IBMs customers
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Elements of Strategy
Elements of a strategy
Forecasting Resource allocation Core competency Environmental analysis Company analysis Business planning
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Types of E-Strategies
EC strategy (e-strategy)an organizations strategy for use of e-commerce or e-business
Click-and-mortar companies that use many EC applications Click-and-mortar companies that use only one or two EC applications Click-and-mortar companies that use one EC application that fundamentally changes all their business Pure-play EC companies
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EC strategy fit well with companys overall strategy emphasizing a one-to-one relationship with its customers
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E-Strategy Landscape
Strategy initiation: organization prepares information about its vision,mission,purpose,and the contribution that EC could make to the business Strategy formulation:
Identification of EC applications Cost-benefit analysis Risk analysis
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Strategy assessment:
Organization periodically assesses progress toward the strategic goals Involves the development of EC metrics
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Strategy Initiation
Strategy initiationthe initial phase of e-strategy in which an organization prepares information about its vision, mission, purpose, and the contribution that EC could make
1. Review the organizations business and IT vision and mission 2. Generate vision and mission for EC 3. Begin with industry and competitive analysis
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Industry Assessment
What industry is the EC initiative related to? Who are the customers? What are the current practices of selling and buying? Who are the major competitors? (How intense is the competition?) What e-strategies are used, by whom? How is value added throughout the value chain? What are the major opportunities and threats? Are there any metrics or best practices in place? What are the existing and potential partnerships for EC?
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Company Assessment
The organization investigates its own:
Business strategy Performance Customers Partners
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Corporate research companies provide information about your competitors: Examine chat rooms
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Disadvantages
Cost of developing EC initiative is usually very high Chance of failure is high System may be obsolete as compared to second wave arrivals No support services are available at the beginning
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Disadvantages
May be very costly and risky Collaboration with off-line business may be difficult Lose expertise of business functions unless you use close collaboration
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Strategy Formulation
Strategy formulation
Development of long-range and strategic plans to exploit opportunities and manage threats in the business environment in light of corporate strengths and weaknesses
Discovering EC Opportunities
3 common mistakes in allocating EC investment
Let a thousand flowers bloomfund many projects indiscriminately Bet it allput everything on a single high-stake initiative Trend-surffollow the crowd toward the next big thing
EC Application Portfolio
Tjans portfolio strategyInternet portfolio map
Strategy based on company fit (assessed by five levels from high to low)
Alignment with core capabilities Alignment with other company initiatives Fit with organizational structure Fit with companys culture and values Ease of technical implementation
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Revenue model
Properly planned revenue model is a critical success factor Revenues from sales depend on customer acquisition cost and advertisement Must be figured into the analysis
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Value Proposition
Value propositionthe benefit a company can derive from implementing a new project, such as EC, usually by increasing its competitiveness and by providing better service to its customers
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Risk Analysis
Risk analysis program should
Identify all potential risks Assess potential damage Evaluate possibility of protection (insurance) Evaluate cost of protection vs. benefits
E-business risks
Strategic risks Financial risks Operational risks
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Strategy Implementation
Strategy implementation--The execution of the e-strategy plan, in which detailed, short-term plans are developed for attaining strategic goals
Establish a Web team that continues the execution of the plan Start with a pilot project Planning for resources
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Performance dashboarda structured methodology proposed by Rayport and Jaworski (2001) for measuring EC performance using:
Desired outcomes Corresponding metrics Leading and lagging indicators of performance
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Exchange failures
Revenue growth too slow Need to move to new business model
EC initiatives failures
Levi Strauss stopped online direct sales of its apparel (levistrauss.com) when major distributors and retailers put pressure on the company not to compete with their brick-and-mortar outlets
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Get the technology right, avoid expensive technology and technology malfunctions
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Virtual Communities
Virtual communitya group of people with similar interests who interact with one another using the Internet Elements of interaction:
Communicationbulletin boards, chat rooms/threaded discussions, e-mail and instant messaging Informationdirectories and yellow pages, search engine, member-generated content EC elementse-catalogs, shopping carts, ads, auctions of all types 57
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This model did not work well, many companies sustained heavy losses in 2000-2001; too few members, too few purchases
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Going Global
Decision to go global is a strategic one
Geographical borders are falling Artificial borders are being erected through
Local language preferences, Local regulations Access limitations
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Financial Issues
Customs and taxation Electronic payment systems
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Localization
Adapt local business practices
Culture
Multiple cultures warrant different marketing approaches
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EC in SMEs
Advantages/benefits of EC in SMEs
Inexpensive
Source of information Advertising Conducting market research Build (or rent) a storefront Low transaction costs Niche markets are best Provide catalogs Way to reach worldwide customers
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EC in SMEs (cont.)
Disadvantages/risks
Inability to use EDI, unless it is EDI/Internet Lack of resources to fully exploit the Web Lack of expertise in legal issues, advertisement Less risk tolerance than a large company Disadvantage when a commodity is the product (for example, CDs) No more personal contact, which is a strong point of a small business No advantage to being in a local community
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BPR (cont.)
Redesign of the enterprise process and BPR
Does not make sense to automate poorly designed processso restructure Necessary to change processes to fit commercially available software Fit is required between systems and processes of different companies Change processes to fit procedures and standards of public e-marketplaces Adjust procedures and processes to align with available services (logistics, payments, security) Changes to assure flexibility and scalability
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Workflow Technologies
Workflow systemsoftware programs that manage all the steps in a business process from start to finish, including all exception conditions Two categories:
Collaborative workflowproducts address project-oriented and collaborative processes Production workflowtools address missioncritical, transaction-oriented processes
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Virtual Corporations
Virtual corporationan organization composed of several business partners (some of whom may be pure-play EC players) sharing costs and resources for the production or purchasing of a product or service Major attributes of VCs:
Utilization Opportunism Trust Technology Excellence Lack of borders Adaptability to change
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The Future of EC
Internet usage Opportunities for buying M-commerce Purchasing incentives Increased security and trust Efficient information handing Innovative organizations Virtual Communities Payment systems Business-to-business B2B exchanges Auctions Going global E-government-comprehensive Intrabusiness EC E-learning
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EC Technology Trends
Clients Embedded clients Servers Networks Wireless communications EC software and services Search engines P2P technology Integration Wearable devices
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The impact of EC on our lives may be as much as, or more than that of the Industrial Revolution
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Managerial Issues
What is the strategic value of EC to the organization? What are the benefits and risks of EC? What metrics should we use? Can we do a pilot project? Do we have a community? How can we go global? Can we learn to love smallness? Is restructuring needed?
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Summary
Importance of strategic planning for EC The strategy planning and formulation process Application discovery, justification, and prioritization EC strategy implementation and assessment
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Summary (cont.)
Understanding failures and learning from them The role and impact of virtual communities Issues in global EC Small businesses and EC Restructuring and virtual organizations The future of EC
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