Ecommerce: Formulation of Strategy

Abstract

Preface. Acknowledgments. 1. Formulating an Internet Strategy in a Networked World. The Internet as a Business Solution or Pandora's Box. The Way Forward. New Organizations: Born on the Net. Existing Organizations: Move to the Net. Move to the Net: Pillars of Success. Infomediaries and Business-to-Business Consortia. B2C, B2B, B2G, and G2B. Business-to-Government E-commerce. Government-to-Business E-commerce. Interorganizational Systems: B2C, Consortia, B2B, B2G, G2B. 2. Creating an Integrated E-commerce Strategy. Seven Dimensions of an E-commerce Strategy. The Bonds of an E-commerce Strategy. Four Positional E-strategic Directions. Summary. 3. Ownership Issues. The E-centric Management Structure. Senior Strategic Management Group. Content Owners. Content. Content May Be King, But it is Value Chain that is the Power Behind the Throne. Summary. 4. E-strategy Leadership Through a Technology Focus. The Role of the Executive Technology Champion. Internal Technology Leadership: The Seven S Framework. Strategy: The Alignment of Technology and Corporate Planning. Structure: Characteristics of a Flexible, Agile E-organization. Systems: The Nervous System Through Which the Organization Reacts to Its Environment. Staffing. Skills: Running Up a Down Escalator. Style and Shared Values: The Magic That Raises the Ordinary .com to Become a Great.com. Summary. The Seven S Framework: Issues and Actions. 5. Developing a Market Focus: Sector Strategies in Segmenting Markets. Manufacturing. Mixed Goods and Service Organizations. Service Organizations. Summary. 6. Service Leadership - Adding Value to the Customer at Every Point of Contact. Bricks-and-Mortar to Clicks-and-Mortar Transition. OfficeDepot.com. The Internet Service Value Chain - Where the Rubber of E-commerce Meets the Road. Customer Acquisition. Customer Purchase Support - A Helping Hand to Smooth the Transaction Process. Customer Fulfillment - Timely Delivery: A Key to Successful Service. Customer Continuance and Support - Maintaining That Customer Relationship Between Purchases. The Customer Service Channel. Summary. Service Leadership: Rules of Internet Strategy. 7. E-branding - The Emergence of New Global Brands. Brand Creation: First to Market Wins and Wins Big. Amazon.com. Developing a Brand Creator Position. Brand Follower: A Last-Mover Disadvantage or Recoverable Position? Brand Reinforcement - The Development of a Continuous Brand Model Across Media. Fending Off Brand Dilution: To Be Seen Online but Not to Sell Online. Brand Reposition: Core Brand Values Combined with a Modern. Customer Experience. Summary. Brand Leadership: Rules of Internet Strategy. 8. Formulating an Internet Rollout Strategy. Development Options-Where to Develop an E-commerce System (Internal, External, or Partnering). The Internal Development Route. The External Development Route - Outsourcing as an Approach to Systems Creation. Summary: Development Issues. Hosting Options - Hosting Websites, Maintaining Control, and Managing Flexibility. Application Design. Network Topology. Server Configuration. 9. Internet Strategy Effectiveness - A Scorecard Approach. Forces Affecting Strategy Formulation - Understanding the Forces That That Impact You Is Half the Battle to Overcoming Them. Internet Strategy Effectiveness - The Creation of a Metrics Program. Internet Effectiveness Scorecard. The E-value Map. Ownership Value Map. Ownership Levels. Process Value Map. Summary. 10. Waves of the Future - Issues That Will Shape the Formulation of Strategy. The Agile E-commerce Organization. Technology Change - A Rising Tide Does Not Lift All Boats Equally. Brand Changes - Brand Equity, the Currency of the Global Leaders. Leadership. Stability. Market. International Scope. Trend. Support. Protection. Service Changes - Evolving to Meet the Changing Expectations of the Customer. Customer Acquisition. Customer Support - During Purchase. Customer Fulfillment - Purchase Dispatch. Customer Continuance and Support. Market Changes - The Rapid Evolution of Global, Segmented Systems-based Markets. Market Segmentation. Global Markets. Market Hubs. Future Directions: Agile and E-organization Confluence. Change in External Relationships - It Is the Company We Keep That Determines Who We Are. The Battle for Information Supremacy: The Information Hub. Government and Political Change-The Visible and Invisible Hands That Influence Commerce. The United States of America. Global Issues. The Eighth Principle. Commentary on the Road Ahead. 11. Views from the Edge - Conversations with Executives. Executive Interview # 1: Travel Related Services. Executive Interview #2: Financial Services. Executive Interview #3: Power Utility. Executive Interview #4: Telecommunications. Executive Interview #5: Healthcare Services. Future Steps: Epilogue. So, What of the Future? Appendix A. United States Department of Commerce. Appendix B. Featured IBM Technology in Charles Schwab Case Study. Index.

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