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Chapter 8 E-Strategy, Internet Communities, and Global EC Prentice Hall, 2003.

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Presentation on theme: "Chapter 8 E-Strategy, Internet Communities, and Global EC Prentice Hall, 2003."— Presentation transcript:

1 Chapter 8 E-Strategy, Internet Communities, and Global EC Prentice Hall, 2003

2 E-Strategy: Concepts & Overview Strategysearch for revolutionary actions that will significantly change the current position of a company, shaping its future – Finding the position in a marketplace that best fits the firms skills – Companys choice of new position that must be driven by its ability to find new trade-offs and leverage a new system of complementary activities into sustainable advantage Prentice Hall, 2003

3 Elements of Strategy Elements of a strategy – Forecasting – Resource allocation – Core competency – Environmental analysis – Company analysis – Business planning Prentice Hall, 2003

4 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 Prentice Hall, 2003

5 Need for a Strategy Why does a company need an e-strategy? – Fast changes in business and technology means that opportunities and threats can change in a minute – Company must consider EC strategy that includes contingency plans to deal with changes – May be too costly not to have one Prentice Hall, 2003

6 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 Prentice Hall, 2003

7 E-Strategy Landscape (cont.) Strategy implementation: – Organizations resources are analyzed – A plan is developed for attaining the goals Strategy assessment: – Organization periodically assesses progress toward the strategic goals – Involves the development of EC metrics Prentice Hall, 2003

8 Exhibit 11.1 The Landscape of EC Strategy Prentice Hall, 2003

9 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 Prentice Hall, 2003

10 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? Prentice Hall, 2003

11 Company Assessment The organization investigates its own: – Business strategy – Performance – Customers – Partners It looks at everything that has an impact on its operations – Processes – People – Information flows – Technology support Prentice Hall, 2003

12 Industry, Company, and Competitive Analysis SWOT analysisa methodology that surveys the opportunities and threats in the external environment and relates them to the organizations particular strengths and weaknesses SWOT Analysis – Strengths – Opportunities – Weaknesses – Threats Prentice Hall, 2003

13 Exhibit 11.2 SWOT Matrix Prentice Hall, 2003

14 Competitive Intelligence on the Internet Internet can play a major role as a source of competitive information (competitive intelligence) – Review competitors Web sites – Examine publicly available financial documents – Ask the customersaward prizes to those who best describe your competitors strengths and weaknesses Prentice Hall, 2003

15 Competitive Intelligence on the Internet (cont.) – Analyze related discussion groups Find out what people think about a company and its products and competitor's products Reaction to new ideas and products – Use information delivery services Find out what it published on the Internet Known as push technologies – Corporate research companies provide information about your competitors: – Examine chat rooms Prentice Hall, 2003

16 Issues in Strategy Initiation Advantages – Chance to capture large markets – Establishing a brand name – Exclusive strategic alliances 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 Prentice Hall, 2003 To be a first mover or a follower?

17 Should You Have a Separate Online Company? Advantages – Reducing or eliminating internal conflicts – Providing more freedom to management in pricing, advertising, etc. – Can create new brands quickly – Take the e-business to an IPO and make a fortune 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 Prentice Hall, 2003

18 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 Includes examining or redefining EC mission – Specifying achievable objectives – Developing strategies – Setting implementation guidelines Prentice Hall, 2003

19 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 Any of the above can be risky and costly Prentice Hall, 2003

20 Discovering EC Opportunities (cont.) Approaches to identifying EC opportunities – Problem-driven – Technology-driven – Market-drivenwaiting to see what the competitors will do – Fear or greed-driven Afraid if they do not practice EC they will be big losers Think they can make lots of money going into EC Prentice Hall, 2003

21 Determining an Appropriate EC Application Portfolio Find the most appropriate portfolio in order to share limited resources – Combine long-term speculative investments in new potentially high-growth business – With short-term investments in existing, profit-making businesses Boston Consulting Groups matrix – Cash cows – Questionable projects – Starts – Dogs Prentice Hall, 2003

22 Making the Business Case for EC Business casewritten document that is used by managers to garner funding for specific applications or projects by providing justification for investments – Provides foundation for tactical decision making and technology by management – Helps clarify the companys use of its resources to accomplish the e-strategy Prentice Hall, 2003

23 Content of an E-Business Case Business case for EC approach for garnering funding for projects used to: – Provide justification for investments – Provides bridge between EC plan and the execution – Provides foundation for tactical decision making and technology risk management – Clarifies how the organization will use resources to accomplish the e-strategy Prentice Hall, 2003

24 Content of an E-Business Case (cont.) Content of an E-business case – Strategic justificationwhere are we going? – Generational justificationhow will we get there? – Technical justificationwhen will we get there? – Financial justificationwhy will we win? Prentice Hall, 2003

25 Cost-Benefit and Risk Analysis How to conduct an e-business case – Develop goal statement – Set measurable goals – Develop short- and long- term action plans – Gain approval and support 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 Prentice Hall, 2003

26 Cost-Benefit and Risk Analysis (cont.) It is difficult to justify EC investment due to many intangible variables – Return on investment (ROI) – Discounted cash flow Two common methods – Value proposition – Risk analysis Prentice Hall, 2003

27 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 Prentice Hall, 2003

28 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 Prentice Hall, 2003

29 Issues in Strategy Formulation How to handle channel conflicts – Let established old-economy-type dealers handle e-business fulfillment – Sell some products only online – Help your intermediaries (e.g., build portals) – Sell online and off-line – Do not sell online Prentice Hall, 2003

30 Issues in Strategy Formulation (cont.) How to handle conflict between off-line and online businesses – Clear support of top management – Use of innovative processes that support collaboration – Clear strategy of what and how Prentice Hall, 2003

31 Issues in Strategy Formulation (cont.) Pricing strategy – Setting prices lower than off-line business may lead to internal conflict – Setting prices at the same level may hurt competitiveness Should you get financing from big venture capital firms? – Venture capital financing causes loss of control over business – Benefit: access to various VC experts and get the cash you need Prentice Hall, 2003

32 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 Prentice Hall, 2003

33 Strategy Implementation (cont.) Strategy implementation issues – Evaluating outsourcing Build an in-house EC infrastructure Purchase a commercial EC software package or EC suite Use a Web hosting company – Partners strategy – How to coordinate B2B and B2C Prentice Hall, 2003

34 Strategy and Project Assessment Strategy assessmentthe periodic formal evaluation of progress toward the organization's strategic goals; may include needed actions and strategy reformulation Objectives of assessment – Find out if EC project delivers what it was supposed to deliver – Adjust plans if necessary – Determine if EC project is still viable – Reassess initial strategy in order to learn from mistakes and improve future planning – Identify failing projects as soon as possible and determine reasons for failure Prentice Hall, 2003

35 Measuring Results & Using Metrics Metrica measurable standard or a target against which actual performance is compared – Response time to customers enquiries – Response quality – Security/trust level – Download time, – Timeliness of fulfillment – How up-to-date information – Availability – Site effectiveness, ease of use, and navigability Prentice Hall, 2003

36 Measuring Results & Using Metrics (cont.) Balanced scorecarda structured methodology for measuring performance in organizations, using metrics in four areas – Finance – Customers assessments – Internal business processes – Learning and growth Prentice Hall, 2003

37 Measuring Results & Using Metrics (cont.) 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 Prentice Hall, 2003

38 EC Failures & Lessons Learned E-Tailing failures – Lack of funding – Incorrect revenue model 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 ( when major distributors and retailers put pressure on the company not to compete with their brick-and- mortar outlets Prentice Hall, 2003

39 Success Stories & Lessons Learned Reasons for success: – Brick-and-mortar companies add online channels – Mergers and acquisitions – Peter Drucker: Analyze the opportunities Go out to look keep it focused Start small (one thing at a time) Aim at market leadership Prentice Hall, 2003

40 Success Stories & Lessons Learned (cont.) – Asian CEOs CSFs: Select robust business models Understand dot-com future Foster e-innovation Evaluate a spin-off strategy Co-brand Employ ex-dot-com staffers Focus on the e-generation as your market – Get the technology right, avoid expensive technology and technology malfunctions Prentice Hall, 2003

41 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, and instant messaging – Informationdirectories and yellow pages, search engine, member-generated content – EC elementse-catalogs, shopping carts, ads, auctions of all types Prentice Hall, 2003

42 Virtual Communities (cont.) Communities of transactionsfacilitate buying and selling Communities of interestpeople interact with each other on a specific topic Communities of relations (practice) organized around certain life experiences Communities of fantasyshare imaginary environments Prentice Hall, 2003

43 Virtual Communities (cont.) Commercial aspects of community: – Understand a particular niche industry – Build a site that provides valuable information – Site should mirror the steps a user goes through in the information-gathering and decision-making process – Build a community that relies on the site for decision support – Start selling products and services that fit into the decision-support process Prentice Hall, 2003

44 Exhibit 11.9 Value Creation in E-Communities Prentice Hall, 2003

45 Virtual Communities (cont.) Financial viability of communities – Based on sponsorship and advertisement – Expenses are very high because of the need to provide: Fresh content Free services Free membership – This model did not work well, many companies sustained heavy losses in ; too few members, too few purchases Prentice Hall, 2003

46 Virtual Communities (cont.) Key strategies for successful online communities 1.Increase traffic and participation 2.Focus on the needs of the members (facilitators and coordinators) 3.Encourage free sharing of opinions and information 4.Financial sponsorship is a must 5.Consider the cultural environment 6.Provide tools and activities for member use 7.Community members involved in activities and recruiting 8.Guide discussions, provoke controversy, and raise sticky issues Prentice Hall, 2003

47 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 Prentice Hall, 2003

48 Benefits and Extent of Operations Major advantage of ECability to do business any time, anywhere, rapidly at a reasonable cost Success stories – E*TRADE or as your broker for stock trading – – Small companies sell to hundreds of customers worldwide ( – Increasing number of out-of-the-country vendors participate in electronic requests for quotes – Successful employees recruitment – Successful collaboration in B2B exchanges Prentice Hall, 2003

49 Barriers to Global Electronic Commerce Legal Issues Uncoordinated actions must be avoided and an international policy of cooperation should be encouraged Market Access Issues Companies starting e-commerce need to evaluate bandwidth needs by analyzing the data required, time constraints, access demands, and user technology limitations Financial Issues – Customs and taxation – Electronic payment systems Prentice Hall, 2003

50 Small Business Goes Global Cardiac Sciencetrying to break into the international market for years – Within 2 years after Internet inception in the company, it was shipping its products to 46 countries – Today, 85 percent of the companys revenue is international, much of this is executed at ( Prentice Hall, 2003

51 Small Business Goes Global (cont.) Advice for small businesses going global at: – Universal Business Exchange ( – Several government agencies ( Cardiacs CEO crafting a solid export strategy takes a lot more commitment than putting up a snazzy Web site and waiting for the world to show up at our door. Its all about building relationships. Prentice Hall, 2003

52 Barriers to Global Electronic Commerce (cont.) Other Issues – Language and translation Primary problems are cost, speed, inaccuracy – Localization Adapt local business practices – Culture Multiple cultures warrant different marketing approaches Prentice Hall, 2003

53 Breaking down the Global EC Barriers Value the human touch Be strategic Know your audience Be a perfectionist Remember, its the Web Integrate properly Keep the site flexible and up-to-date Synchronize content OECD ( read Dismantling the Barriers to Global EC Prentice Hall, 2003

54 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 Prentice Hall, 2003

55 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 Prentice Hall, 2003

56 Critical Success Factors for SMEs Capital investment must be small Inventory should be minimal or non-existent Electronic payments scheme Payment methods must be flexible Logistical services must be quick and reliable The Web site should be submitted to directory-based search engine services Join an online service or mall and do banner exchange Design a Web site that is functional and provides all needed services to consumers Prentice Hall, 2003

57 Supporting Small Business Technical support from IBM (for a fee of only $25 per month) at Digitals virtual stores Microsofts Personal Web Server (PWS) U.S. government at Gartner Group provides access to online research material at Prentice Hall, 2003

58 Business Process Reengineering (BPR) Organizational transformationthe process of completely or drastically transforming an entire organization to a new mode of operation Business process reengineering (BPR)a methodology for comprehensive redesign of an enterprises processes Prentice Hall, 2003

59 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 Prentice Hall, 2003

60 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 mission- critical, transaction-oriented processes Prentice Hall, 2003

61 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 Excellence – OpportunismLack of borders – TrustAdaptability to change – Technology Prentice Hall, 2003

62 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 Prentice Hall, 2003

63 EC Technology Trends Clients Embedded clients Servers Networks Wireless communications EC software and services Search engines P2P technology Integration Wearable devices Prentice Hall, 2003

64 The Digital Divide Digital dividethe gap between those who have and those who do not have the ability to access electronic technology in general, and the Internet and EC in particular Prentice Hall, 2003

65 Integrating Marketplace and Marketspace Click-and-mortar organization – How to cooperate in planning, advertising, logistics, resource allocation – How to align the strategic plans – B2C ordering systems The impact of EC on our lives may be as much as, or more than that of the Industrial Revolution Prentice Hall, 2003

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