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    Scope of E-Commerce: Module-I Lecture - 7

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    Monika Saxena
    The document discusses the scope of e-commerce, including definitions, categories, and how it differs from traditional commerce. It covers the key elements of e-commerce management like setting vision, establishing goals, formulating strategy, driving implementation, and ensuring accountability. Some of the main challenges of e-commerce discussed are understanding customer evolution, integrating online and offline activities, and identifying competitive advantages. Finally, it outlines different strategies for e-commerce like the sense and respond approach, simple rules approach, position approach, and resources approach.

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    Scope of E-Commerce: Module-I Lecture - 7

    Uploaded by

    Monika Saxena
    49 views20 pages
    The document discusses the scope of e-commerce, including definitions, categories, and how it differs from traditional commerce. It covers the key elements of e-commerce management like setting vision, establishing goals, formulating strategy, driving implementation, and ensuring accountability. Some of the main challenges of e-commerce discussed are understanding customer evolution, integrating online and offline activities, and identifying competitive advantages. Finally, it outlines different strategies for e-commerce like the sense and respond approach, simple rules approach, position approach, and resources approach.

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    Lecture 7

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    The document discusses the scope of e-commerce, including definitions, categories, and how it differs from traditional commerce. It covers the key elements of e-commerce management like setting vision, establishing goals, formulating strategy, driving implementation, and ensuring accountability. Some of the main challenges of e-commerce discussed are understanding customer evolution, integrating online and offline activities, and identifying competitive advantages. Finally, it outlines different strategies for e-commerce like the sense and respond approach, simple rules approach, position approach, and resources approach.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    49 views20 pages

    Scope of E-Commerce: Module-I Lecture - 7

    Uploaded by

    Monika Saxena
    The document discusses the scope of e-commerce, including definitions, categories, and how it differs from traditional commerce. It covers the key elements of e-commerce management like setting vision, establishing goals, formulating strategy, driving implementation, and ensuring accountability. Some of the main challenges of e-commerce discussed are understanding customer evolution, integrating online and offline activities, and identifying competitive advantages. Finally, it outlines different strategies for e-commerce like the sense and respond approach, simple rules approach, position approach, and resources approach.

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    Scope of E- Commerce

    Module-I
    Lecture 7

    ARVIND BANGER
    ASSISTANT PROFESSOR
    DEPARTMENT OF MANAGEMENT
    D.E.I.
    Learning objectives

    What is e-commerce?

    What are the e-challenges?

    What are the strategies for e-commerce?


    Learning objectives
    What is e-commerce?

    What are the e-challenges?

    What are the strategies for e-commerce?


    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
    E-commerce definition
    Scope of e-commerce:

    1. Exchange of digitized information

    2. Technology-enabled transactions

    3. Technology-mediated relationships

    4. Intra- & inter-organizational activities


    E-commerce definition

    Business originating from . . .


    Business Consumers
    Business

    B2B C2B
    Consumers

    B2C P2P
    E-commerce categories

    Business originating from . . .


    Business Consumers

    Publishers order paper


    Business

    supplies from paper


    companies Consumers aggregate to
    bulk purchase from Amazon
    Amazon orders from
    publishers
    Consumers

    Consumers buy thousands


    of Harry Potter books from Consumers resell
    Amazon copies on eBay

    Single chain (or converging categories) of e-commerce


    E-commerce definition
    E-COMMERCE vs TRADITIONAL COMMERCE

    Key elements E-commerce Traditional commerce


    Value Creation Information Product/Service
    Strategy Sense and respond Classical
    Simple rules
    Competitive edge Speed Quality/Cost
    Competitive force Low barriers of entry Power of suppliers
    Power of customers Product substitution
    Resource focus Demand side Supply side
    Customer interface Screen-to-face Face-to-face
    Communication Technology-mediated channels Personal
    Accessibility 24 x 7 Limited time
    Customer Self-service Seller influenced
    interaction
    Consumer behavior Personalization Standardization
    One-to-one marketing Mass/one-way marketing
    Promotion Word of mouth Merchandising
    Product Commodity Perishables, feel & touch
    E-commerce definition
    1995-2000 2001-2006 2006-future
    Innovation Consolidation 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 Proliferation of small
    intermediaries online intermediaries
    Perfect markets Imperfect markets, Online market
    brands, network effects imperfections
    Pure-play Bricks & clicks New market (pure play);
    Retail (bricks & clicks)
    First-mover advantages Strategic follower New market (1st mover)
    Role of e-commerce managers
    Set Vision

    Establish Goals

    Formulate
    Strategy

    Drive
    Implementation

    Be Accountable
    for Performance
    Role of e-commerce managers

    Vision: higher-order societal effects

    Goals: performance targets that are measurable and in line with


    the companys strategy & business life cycle (process vs
    outcome)
    Strategy: tradeoffs Implementation: technology & media
    knowledge
    Accountability: performance & results
    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
    E-commerce strategies
    Mission

    Objectives

    Internal
    External
    (Company)
    Analysis Strategy Analysis
    Formulation
    Corporate
    Business Unit
    Functional
    Operating

    Implementation

    Control
    and
    Monitoring Classical Strategic Planning
    E-commerce strategies
    Sense and respond
    Experimenting with intuitive, actionable,
    easy to implement ideas
    Proactively soliciting feedback from
    customers
    Simple rules
    Type Purpose Example
    How-to rules They spell out key features of Akamai's rules for the customer service
    how a process is executed - process: staff must consist of technical
    "What makes our process gurus, every question must be answered on
    unique?" the first call or e-mail, and R&D staff must
    rotate through customer service.
    Boundary rules They focus managers on which Cisco's early acquisitions rule: companies to
    opportunities can be pursued and be acquired must have no more than 75
    which are outside the pale. employees, 75% of whom are engineers.
    Priority rules They help managers rank the Intel's rule for allocating manufacturing
    accepted opportunities. capacity: allocation is based on a product's
    gross margin.

    Timing rules They synchronize managers with Nortel's rules for product development:
    the pace of emerging project teams must know when a product
    opportunities and other parts of has to be delivered to the leading customer
    the company. to win, and product development time must
    be less than 18 months.
    Exit rules They help managers decide when Oticon's rule for pulling the plug on projects
    to pull out of yesterdays in development: if a key team member-
    opportunities. manager chooses to leave the project for
    another within the company, the project is
    killed.
    E-commerce strategies
    Position approach
    Where should we be?

    Resources approach
    What should we be?

    Simple rules approach


    How to get there?
    E-commerce strategies
    Position Resources Simple Rules

    Strategic Logic Establish position Leverage resources Pursue opportunities

    Identify an attractive Jump into the confusion


    market Establish a vision
    Keep moving
    Strategic Steps Locate a defensible Build resources
    Seize opportunities
    position Leverage across markets
    Finish strong
    Fortify and defend

    Strategic Question Where should we be? What should we be? How should we proceed?

    Unique, valuable position


    Unique, valuable, Key processes and unique
    Source of Advantage with tightly integrated
    inimitable resources simple rules
    activity system
    Slowly changing, well- Moderately changing, well- Rapidlychanging,
    Works Best In structured markets structured markets ambiguous markets

    Duration of Advantage Sustained Sustained Unpredictable

    Itwill be too difficult to Company will be too slow Managers will be too
    Risk alter position as conditions to build new resources as tentative in executing on
    change conditions change promising opportunities

    Performance Goal Profitability Long-term dominance Growth


    E-commerce strategies
    E-commerce strategy formulation process

    Framing the Business Customer Market


    Market Communication Implementation Metrics
    Opportunity Model Interface and Branding

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