Tải bản đầy đủ - 0 (trang)
Exhibit 9.5: Summary of Threats and Opportunities

Exhibit 9.5: Summary of Threats and Opportunities

Tải bản đầy đủ - 0trang

Five Steps for Successful

E-Commerce Strategy

1.1.Build

Build on

on current

current business

business models

models and

and experiment

experiment with

with

new

new e-commerce

e-commerce models

models

1.Use

1.Use e-commerce

e-commerce toto search

search for

for ways

ways toto reduce

reduce costs

costs

or

or enhance

enhance the

the business.

business.

2.2.Meet

Meet the

the challenge

challenge ofof developing

developing an

an e-commerce

e-commerce

organization

organization

1.Entire

1.Entire firm

firm (not

(not only

only top

top management)

management) must

must be

be

prepared

prepared toto embrace

embrace the

the e-commerce

e-commerce model.

model.

Copyright© 2005 South-Western/Thomson Learning All rights reserved



Steps for Successful

E-Commerce Strategy (cont.)

3.3.Allocate

Allocate resources

resources toto the

the e-commerce

e-commerce business

business

3.Commit

3.Commit financial,

financial, human,

human, and

and technological

technological

resources

resources toto develop

develop e-commerce

e-commerce capabilities

capabilities

4.4.Build

Build aa superior

superior e-commerce

e-commerce infrastructure

infrastructure as

as aa basis

basis

ofof aa differentiation

differentiation strategy

strategy

3.Provide

3.Provide superior

superior online

online experiences

experiences



Copyright© 2005 South-Western/Thomson Learning All rights reserved



Steps for Successful

E-Commerce Strategy (cont.)

•• Make

Make sure

sure the

the entire

entire management

management team

team aligns

aligns with

with the

the

e-commerce

e-commerce agenda

agenda



Copyright© 2005 South-Western/Thomson Learning All rights reserved



E-Commerce Structure:

Integrated or Autonomous

•• Company

Company needs

needs toto decide

decide how

how e-commerce

e-commerce fits

fits into

into

existing

existing design

design

•• Right

Right mixture

mixture ofof bricks

bricks and

and clicks

clicks

•• How

How much

much toto integrate

integrate Internet

Internet into

into traditional

traditional

businesses

businesses

•• Brick-and-mortar:

Brick-and-mortar: traditional

traditional or

or non-virtual

non-virtual business

business

operation

operation

Copyright© 2005 South-Western/Thomson Learning All rights reserved



Integrated or Autonomous

•• Degree

Degree ofof interaction

interaction between

between brick-and-mortar

brick-and-mortar

operations

operations can

can occur

occur anywhere

anywhere inin the

the value

value chain

chain

•• Can

Can range

range from

from near

near seamless

seamless operations

operations (e.g.,

(e.g., Office

Office

Depot)

Depot) toto the

the mostly

mostly independent

independent operations

operations (e.g.,

(e.g.,

Barnes

Barnes && Noble

Noble and

and Barnesandnoble.com)

Barnesandnoble.com)



Copyright© 2005 South-Western/Thomson Learning All rights reserved



E-Commerce Structure:

Integrated or Autonomous

•• The

The independent

independent benefits

benefits

•• Faster

Faster and

and more

more entrepreneurial

entrepreneurial

•• Freed

Freed from

from corporate

corporate bureaucracy

bureaucracy

•• The

The integrated

integrated benefits

benefits

•• Cross-promotion,

Cross-promotion, shared

shared information,

information, increased

increased

quantity

quantity purchases,

purchases, use

use ofof same

same distribution

distribution

channels

channels

Copyright© 2005 South-Western/Thomson Learning All rights reserved



Exhibit 9.6: Key Decisions in

the Integration vs. Separation

Decision



Copyright© 2005 South-Western/Thomson Learning All rights reserved



Additional Operational

Challenges for an E-Commerce

Business

•• Finding

Finding partnerships

partnerships and

and alliances

alliances with

with customers

customers or

or

third

third parties

parties

•• Attracting,

Attracting, retaining,

retaining, and

and developing

developing employees

employees inin the

the

e-commerce

e-commerce unit

unit

•• Inadequate

Inadequate e-commerce

e-commerce training

training

•• E-commerce

E-commerce employee

employee retention

retention

•• Deciding

Deciding what

what e-commerce

e-commerce functions

functions toto outsource

outsource

Copyright© 2005 South-Western/Thomson Learning All rights reserved



Pure E-business Company

Tasks to Face Challenges

•• Develop

Develop information

information and

and management

management systems

systems toto

respond

respond toto growth

growth

•• Maintain

Maintain rapid

rapid decision

decision making,

making, creativity,

creativity, innovation,

innovation,

and

and flexibility

flexibility

•• Build

Build relationships

relationships with

with e-commerce

e-commerce support

support

companies

companies and

and customers

customers

•• Attract

Attract and

and retain

retain e-commercecapable

e-commercecapable talent

talent

Develop

Develop an

an effective

effective management

management team

team

Copyrightâ 2005 South-Western/Thomson Learning All rights reserved



Tasks for Traditional

Companies with E-Commerce

•• Build

Build aa common

common vision

vision and

and commitment

commitment toto

e-commerce

e-commerce

•• Change

Change the

the organization

organization structure

structure for

for quick

quick

reconfiguration

reconfiguration ofof assets

assets and

and capabilities

capabilities

•• Change

Change the

the organization

organization culture

culture toto support

support

e-commerce

e-commerce

•• Attract

Attract and

and retain

retain e-commerce-skilled

e-commerce-skilled employees

employees

•• Alter

Alter HR

HR programs

programs toto suit

suit skill

skill requirements

requirements ofof

e-commerce

e-commerce employees

employees

Copyright© 2005 South-Western/Thomson Learning All rights reserved



Exhibit 9.7: Organizational Changes in

Major Multinational Co. Building

E-Commerce



Copyright© 2005 South-Western/Thomson Learning All rights reserved



Tài liệu bạn tìm kiếm đã sẵn sàng tải về

Exhibit 9.5: Summary of Threats and Opportunities

Tải bản đầy đủ ngay(0 tr)

×