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Scope of e-commerce- Introduction to EC Course

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1 Scope of e-commerce- Introduction to EC Course

2 Learning objectives What is e-commerce? What are the e-challenges?
What are the strategies for e-commerce?

3 Learning objectives What is e-commerce? What are the e-challenges?
What are the strategies for e-commerce?

4 E-commerce definition
Technology-enabled transactions and technology-mediated exchanges of digitized information between parties (individuals or organizations) as well as the electronically based intra-organizational or inter-organizational activities that facilitate such exchanges

5 E-commerce definition
Scope of e-commerce: Exchange of digitized information Technology-enabled transactions Technology-mediated relationships Intra- & inter-organizational activities

6 E-commerce definition
Business originating from . . . Business Consumers B2B C2B Business And selling to . . . B2C P2P Consumers

7 E-commerce categories
Business originating from . . . Business Consumers Publishers order paper supplies from paper companies Amazon orders from publishers Consumers aggregate to bulk purchase from Amazon Business And selling to . . . Consumers buy thousands of Harry Potter books from Amazon Consumers resell copies on eBay Consumers Single chain (or converging categories) of e-commerce

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9 E-commerce definition

10 E-commerce definition
Innovation Consolidation 2006-future Reinvention Technology-driven Business-driven Audience, customer, community-driven Revenue growth focus Earnings & profits focus Audience & social network growth focus Venture capital financing Traditional financing Merger & acquisition Entrepreneurial Traditional/old economy Large pure Web-based firms Disintermediation Strengthening intermediaries Proliferation of small online intermediaries Perfect markets Imperfect markets, brands, network effects Online market imperfections Pure-play Bricks & clicks New market (pure play); Retail (bricks & clicks) First-mover advantages Strategic follower New market (1st mover)

11 Learning objectives What is e-commerce? What are the e-challenges?
What are the strategies for e-commerce?

12 Role of e-commerce managers
Strategic Management Finance Marketing Entrepreneurship Accounting Operations and Logistics Technology New Media

13 Role of e-commerce managers
Set Vision Establish Goals Formulate Strategy Drive Implementation Be Accountable for Performance

14 Role of e-commerce managers
Vision: higher-order societal effects Goals: performance targets that are measurable and in line with the company’s strategy & business life cycle (process vs outcome) Strategy: tradeoffs Implementation: technology & media knowledge Accountability: performance & results

15 E-commerce challenges
Understanding customer evolution Invest ahead of customer needs Charting changing technology Match technology choices to consumer tastes Weathering the storm Reassure stakeholders with clear vision, sensible business model, and profitable venture Integrating offline & online activities Align offline & online business activities, esp. advertising, branding, retail & online store design, service, warranties, returns (customer-facing activities) Identifying key levers of competitive advantage Reallocate resources as competitive advantage levers evolve Expanding globally Deal with complex internationalization issues

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17 Learning objectives What is e-commerce? What are the e-challenges?
What are the strategies for e-commerce?

18 E-commerce strategies
Mission Objectives External Analysis Internal (Company) Analysis Strategy Formulation Corporate Business Unit Functional Operating Implementation Control and Monitoring Classical Strategic Planning

19 E-commerce strategies
Sense and respond Experimenting with intuitive, actionable, easy to implement ideas Proactively soliciting feedback from customers

20 Simple rules Type Purpose Example How-to rules
They spell out key features of how a process is executed - "What makes our process unique?" Akamai's rules for the customer service process: staff must consist of technical gurus, every question must be answered on the first call or , and R&D staff must rotate through customer service. Boundary rules They focus managers on which opportunities can be pursued and which are outside the pale. Cisco's early acquisitions rule: companies to be acquired must have no more than 75 employees, 75% of whom are engineers. Priority rules They help managers rank the accepted opportunities. Intel's rule for allocating manufacturing capacity: allocation is based on a product's gross margin. Timing rules They synchronize managers with the pace of emerging opportunities and other parts of the company. Nortel's rules for product development: project teams must know when a product has to be delivered to the leading customer to win, and product development time must be less than 18 months. Exit rules They help managers decide when to pull out of yesterday’s opportunities. Oticon's rule for pulling the plug on projects in development: if a key team member-manager chooses to leave the project for another within the company, the project is killed.

21 E-commerce strategies
Position approach Where should we be? Resources approach What should we be? Simple rules approach How to get there?

22 E-commerce strategies

23 E-commerce strategies
E-commerce strategy formulation process Framing the Market Opportunity Business Model Customer Interface Market Communication and Branding Implementation Metrics


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