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    Growth Strategies For E-Commerce

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    Vaibhav Arora
    This document provides an overview of an e-commerce course, including its objectives, expectations, textbook, and various topics to be covered. The course will examine different e-commerce business models and strategies, the impact of digital transformation on business processes, and innovations like blockchain and IoT. Students will build an online presence, learn to optimize pricing, and measure growth. Key topics include the history and evolution of e-commerce, differences between e-commerce and e-business, drivers and barriers to e-commerce adoption, and digital marketing strategies like search and affiliate marketing.

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    © All Rights Reserved
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    Growth Strategies For E-Commerce

    Uploaded by

    Vaibhav Arora
    49 views22 pages
    This document provides an overview of an e-commerce course, including its objectives, expectations, textbook, and various topics to be covered. The course will examine different e-commerce business models and strategies, the impact of digital transformation on business processes, and innovations like blockchain and IoT. Students will build an online presence, learn to optimize pricing, and measure growth. Key topics include the history and evolution of e-commerce, differences between e-commerce and e-business, drivers and barriers to e-commerce adoption, and digital marketing strategies like search and affiliate marketing.

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    This document provides an overview of an e-commerce course, including its objectives, expectations, textbook, and various topics to be covered. The course will examine different e-commerce business models and strategies, the impact of digital transformation on business processes, and innovations like blockchain and IoT. Students will build an online presence, learn to optimize pricing, and measure growth. Key topics include the history and evolution of e-commerce, differences between e-commerce and e-business, drivers and barriers to e-commerce adoption, and digital marketing strategies like search and affiliate marketing.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    49 views22 pages

    Growth Strategies For E-Commerce

    Uploaded by

    Vaibhav Arora
    This document provides an overview of an e-commerce course, including its objectives, expectations, textbook, and various topics to be covered. The course will examine different e-commerce business models and strategies, the impact of digital transformation on business processes, and innovations like blockchain and IoT. Students will build an online presence, learn to optimize pricing, and measure growth. Key topics include the history and evolution of e-commerce, differences between e-commerce and e-business, drivers and barriers to e-commerce adoption, and digital marketing strategies like search and affiliate marketing.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 22

    Growth Strategies for E-

    Commerce
    Course Objectives
    • Evolutionary phenomenon and different business
    model typologies for e-commerce
    • Changes in business processes as a result of digital
    transition
    • Strategies for strengthening the brand with digital
    marketing while dealing with competition and internal
    governance challenges
    • Innovations such as blockchain and Internet of Things
    that tend to transform e-commerce industry
    • A hands-on experiential approach to build online
    presence, optimizing price, and measure the growth
    Expectations from students
    • Punctuality is important.
    • If you are given some reading material/case,
    go through it before coming to the class.
    • Constructive class participation.
    • Meet the deadline for case/project
    presentation. Late submissions will not be
    accepted.
    • Free-riders in any group will be penalized if
    identified.
    Text Book
    • “E-Commerce 2016: Business, Technology,
    Society”, Laudon, K.C. and Traver, G.C.,
    Pearson (13th edition)
    Introduction: The E-Commerce
    Phenomenon
    Why study E-Commerce?
    Traditional Commerce
    • Fixed prices
    • Well-insulated channels
    • Geographical and social boundaries
    • Inability to search best price and quality - “information
    asymmetry”
    Eight Unique Features of
    E-commerce Technology
    1. Ubiquity
    2. Global reach
    3. Universal standards
    4. Information richness
    5. Interactivity
    6. Information density
    7. Personalization/customization
    8. Social technology
    E-commerce vs. E-business
    • ?
    E-commerce vs. E-business
    The relationship between intranets,
    extranets and the Internet
    E-commerce: A Brief History
    • 1995–2000: Invention
    – Key concepts developed
    – Euphoric visions of
    • Friction-free commerce
    – Lowered search costs, dynamic pricing, disintermediation, price
    transparency, elimination of unfair competitive advantage
    • First-mover advantages
    – Network profits
    – Low Price
    – Gross revenue was more important
    – Dot-com crash of 2000
    E-commerce: A Brief History (cont.)
    • 2001–2006: Consolidation
    – Emphasis on business-driven approach
    – Traditional large firms expand presence
    – More complex products and services sold
    – Growth of search engine advertising
    – Business Web presence expand to include e-mail,
    display and search advertising, and limited
    community feedback features
    E-commerce: A Brief History (cont.)
    • 2007–Present: Reinvention
    – Rapid growth of:
    • Online social networks
    • Mobile platform
    • Local commerce
    – Transformation of marketing
    • Coordinated marketing on social, mobile, local
    platforms
    • Analytic technologies
    Evolution of web technologies
    • Web 1.0
    • Web 2.0
    • Web 3.0
    App vs Web
    • What are the advantages and disadvantages
    of apps, compared with Web sites, for mobile
    users?
    • Will apps eventually make the Web irrelevant?
    Why or why not?
    Drivers and Barriers to the Adoption of
    E-Commerce
    ?
    Cost / Efficiency and Competitiveness
    Drivers
    • Cost/efficiency drivers
    – Increasing speed with which supplies can be obtained
    – Increasing speed with which goods can be dispatched
    – Reduced sales and purchasing costs
    – Reduced operating costs

    • Competitiveness drivers
    – Customer demand
    – Improving the range and quality of services offered
    – Avoid losing market share to businesses already using e-
    commerce
    Barriers to development of online
    technologies
    Search Marketing
    Affiliate Marketing

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