Ebusiness And Ecommerce Management Strategy Implementation And Practice Pdf

ebusiness and ecommerce management strategy implementation and practice pdf

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The convenience of online shopping has driven consumers to turn to the internet to purchase everything from clothing to housewares and even groceries. The ubiquity of online retail stores and availability of hard-to-find products in the digital marketplace has been a catalyst for a heighted interest in research on the best methods, techniques, and strategies for remaining competitive in the era of e-commerce. The Encyclopedia of E-Commerce Development, Implementation, and Management is an authoritative reference source highlighting crucial topics relating to effective business models, managerial strategies, promotional initiatives, development methodologies, and end-user considerations in the online commerce sphere. Emphasizing emerging research on up-and-coming topics such as social commerce, the Internet of Things, online gaming, digital products, and mobile services, this multi-volume encyclopedia is an essential addition to the reference collection of both academic and corporate libraries and caters to the research needs of graduate-level students, researchers, IT developers, and business professionals.

E-Business & E-Commerce Management: Strategy, Implementation and Practice

Supporting resources Visit www. Search tool to help locate specific items of content E-mail results and profile tools to send results of quizzes to instructors Online help and support to assist with website usage and troubleshooting. For more information please contact your local Pearson Education sales representative or visit www. Summarize the main reasons for adoption of e-commerce and e-business and barriers that may restrict adoption.

Outline the ongoing business challenges of managing e-business and e-commerce in an organization. Suggested teaching and learning approaches Please refer the slides prepared for each chapter when reading this section.

The opportunities of e-business innovation Start by generating interest in the innovation made possible by the web through familiar consumer facing examples in Figure 1. Ask students about other innovative businesses that have been launched online which aren't on the list.

All of these interviews are available at www. Introducing the terms and defining the scope of e-business and e-commerce Use Figures 1. This works well to highlight the misconception that e-business refers only to sell-side e-commerce. A show-of-hands for how many agree with Figure 1. It is also useful to ask different groups to identify the different types of sites defined in Activity 1. Transactional e-commerce site. Services-oriented relationship-building website.

Brand building site. Portal or media site. Social network. Of course, these aren't mutually exclusive — most sites will have elements of all of these. Digital marketing This section introduces some of the more recent Web 2.

Students can be asked for definitions or examples of different approaches in Figure 1. They can be asked which are most important for consumers and site owners.

Business or consumer models of e-commerce transactions. Figure 1. The Betfair case study Mini Case Study 1. Business adoption of digital technologies for e-commerce and e-business Tables 1. Relative adoption of different services can be discussed. Consumer adoption listing drivers and barriers to adoption should also be discussed, perhaps through taking an example such as grocery e-retail and relating this to students' adoption.

Two tables are provided in the slide deck showing how drivers and barriers can be listed and then marketing approaches to overcome these are discussed. Case studies Case Study 1. Questions 1. As an investor in a social network such as Facebook, which financial and customer-related metrics would you use to assess and benchmark the current business success and future growth potential of the company?

Facebook has said it will not sell customer data and there is no indication of affiliaterelated models. Customer-related metrics are related to engagement which indicates capability to sell ad space — not simply users, but active returning users and the number of pages viewed per day. The proportion of ad inventory sold is also important.

A more competent answer will reference elements of profitability e. Complete a situation analysis for Facebook focusing on an assessment of the main business risks which could damage the future growth potential of the social network. Technical problems with scalability leading to performance problems and increased technical costs.

Students could be encouraged to create a SWOT analysis. The likely probability and impact of each risk should also be reviewed. For the main business risks to Facebook identified in Question 2, suggest approaches the company could use to minimize these risks. Explain clearly at signup. Test changes to use of data with user-group of trusted users. Explain reason for future changes clearly.

New entrants — developing proposition to lock-in existing users, forming partnerships to approach new audiences. Case Study 1. Question Q. Discuss the new opportunities and risks that need to be managed by North West Supplies with the increased importance of its online channel to market. Increase reach — nationally and internationally and reach new types of audiences through the search engines.

High cost of advertising online and dependence on this — subject to changes in online advertising made by search engines. Fraud — the business needs to authenticate purchasers to make sure that they do pay for products.

Students should be guided as to whether they review the whole eBay business or the core business The Marketplace. It is best to divide this question into two parts. The ability to create user-generated content listing products is also related to the one-to-one aspect. This is important as well.

From monologue to dialogue a two-way information exchange for enquiries about products facilitated by e-mail. Ratings for sellers are important to generate trust although there are methods of falsifying these.

Community — the sense that users are part of a community and additionally are bypassing traditional retail channels will be important from some users. See section starting on p43 for more details on these characteristics. How strategic decisions have supported growth. As with other cases based on SEC filings that is, United States Securities and Exchange Commission submission, this case is useful for showing how growth is dependent not only on exploiting the right opportunities but also is about managing risks successfully.

Students may structure strategic decisions in different ways according to the level of course they are following, but since the case is early on in the book, they could be advised to simply look for success factors. Alternatively, if they have completed Chapter 5 on Strategy and Chapter 8 on the Marketing mix p , then these provide alternative frameworks. Branding — a distinctive brand — the earlier brand name was perhaps less appropriate although more direct.

Revenue model — the market has judged that this gives a good balance for sellers, purchasers and eBay. Setting fees at the right level has enabled eBay to scale for some time.

Process efficiency — the case describes how eBay measures and then seeks to improve the key areas of acquisition, activation and activity. Growth strategies — these are covered in Chapter 4 and include market development geographic and product development new categories for consumers and businesses.

Technology scalability — not referred to in the article, but eBay has been successful in deploying technology that has supported the company's rapid growth.

This case can be used for taking a retrospective look at the problems of encouraging SMEs to use online services. The Internet has given small companies the same reach to global marketplaces as larger rivals, which have invested millions in building an international presence.

The company then decided to try selling via the Internet, and since then it has gone from serving customers in a seven-mile radius of its depot in Stockport, to serving customers worldwide. Cooksons managed to do this without cannibalizing its existing business — less than 1 per cent of orders on the website come from existing customers.

Mr Armstrong says that the margin on Internet sales is lower, but because sales volume is higher and the costs of selling are lower, the company can afford to sell goods 15 per cent cheaper. Such is the power of the Internet to deliver world markets to parochial businesses. And the evidence is that small companies do recognize that electronic channels can vastly extend their range.

Research carried out by the market research organization MORI shows that more than 50 per cent of SMEs would like to sell more online, and are looking for a simple way to do it. Overall, 66 per cent SMEs had access to the Internet, compared to 76 per cent of larger companies. Of the 66 per cent, far fewer were using the Internet to generate sales, with 30 per cent of retailers and wholesalers, but only 17 per cent of manufacturers and 9.

Only 6. Examples include Sarl Noraude, a French mail order clothing company with 30 employees, which has rapidly expanded sales of made-to-measure shirts with a website that allows customers to input measurements, select the style and fabric and purchase made-tomeasure shirts online. These examples show how the Internet has changed the rules that have governed business for centuries, according to Robert Lloyd, vice-president of Enterprise and Small-Medium lines of business at Cisco.

And it is not just existing small companies that have seized the opportunity to compete outside their traditional range. Large, established multinationals are probably more discomforted by the rise of a brand new breed of SMEs, the dotcoms. These companies may be small in terms of physical assets, but they are becoming the giants of the Internet, expanding their customer bases rapidly, and taking significant market share from traditional businesses.

The early focus of e-commerce development in SMEs has been in using the Internet to target new retail customers, but now a range of business-to-business e-commerce services is developing.

Mondus allows SMEs to get multiple quotes for goods and services via the Internet, rather than having to ring round or write to suppliers. The site, which includes foreign language translation and credit checking services, began operating eight months ago. After six months there were 50, SMEs on the system, 90 per cent of them buyers. There is no charge for signing up to the site but Mondus takes a small percentage on each deal concluded.

As well as providing online banking, this site is a portal for a range of products and services used by SMEs and provides secure purchase-to-payment procurement. However, Barclays has , SME customers with a lower turnover, which are serviced by its retail banking operations. It has set up a joint venture company with the Internet provider Freeserve to provide e-commerce services for these customers. The point is that the Internet makes it cheaper to market and sell to SMEs, spurring the development of e-services dedicated to this sector.

A good example of this is the way in which Application Service Providers, which deliver and maintain software applications via the web, are targeting SMEs. Western Europe has 16 million companies that are classified as SMEs. While they already represent a significant chunk of the economy, the Internet is giving them the ability to punch beyond their weight. Explain how Cooksons Tools used the Internet to support their business. The Internet has enabled the company to increase sales by the acquisition of new customers from international markets.

E-business and e-commerce management : strategy, implementation and practice

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Supporting resources Visit www. Search tool to help locate specific items of content E-mail results and profile tools to send results of quizzes to instructors Online help and support to assist with website usage and troubleshooting. For more information please contact your local Pearson Education sales representative or visit www. Summarize the main reasons for adoption of e-commerce and e-business and barriers that may restrict adoption. Outline the ongoing business challenges of managing e-business and e-commerce in an organization.

[PDF] E-Business and E-Commerce Management: Strategy, Implementation and Practice by Dave Chaffey

Skip to search form Skip to main content You are currently offline. Some features of the site may not work correctly. Digital business is witnessing a tremendous evolution.

Please note that you can subscribe to a maximum of 2 titles. This bestselling textbook offers a comprehensive introduction to the theory and practice of e-business and e-commerce management. The author, Dave Chaffey, brings his trademarks of authority, clarity of expression and teaching expertise to bear on a subject in which he actively lectures and consults. Popular for its cutting-edge and contemporary coverage, this text offers an international approach and a good balance between the technical and managerial topics of central importance to developing an understanding of this subject. Developed for students studying e-business or e-commerce at undergraduate or postgraduate level, and also used by many business managers, this is the essential text to keep pace with technology, strategy and implementation.

E-Business and E-Commerce Management 4th Edition

Popular for its cutting edge and contemporary coverage, its international approach and its balance of the technical and managerial topics of central importance to developing an understanding of this subject, this book is ideal for students or practitioners of e-business or e-commerce at any level. In this latest edition of his bestselling text, leading authority Dave Chaffey brings together the latest academic thinking and professional practice. Covering all aspects of e-business including strategy, digital marketing and supply chain management, E-Business and E-Commerce Management gives you the benefit of:.

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