Ec Slide Share

In: Business and Management

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Comp3710 / Comp7580 E-Transformation in Business

Dr. Alfredo Milani

Dave Chaffey. E-Business and E-Commerce Management. 2nd Edition. Prentice Hall, 2004, Chapter 4, 5. K.C. Laudon, and J.P. Laudon. Management Information Systems: Management the Digital Firm. 8th Edition. Prentice Hall, 2004, Chapter 3.

Lecture 3 E-business Strategy

Learning objectives Follow an appropriate strategy process model for e-business; Apply tools to generate and select e-business strategies



Michael Porter on the Internet
‘The key question is not whether to deploy Internet technology – companies have no choice if they want to stay competitive – but how to deploy it.’
Porter, M. (2001) Strategy and the Internet, Harvard Business Review, March 2001, 62–78.



What is a strategy?
• • • • ‘Defines how we will meet our objectives’ ‘Sets allocation of resources to meet goals’ ‘Selects preferred strategic option to compete within a market’ ‘Provides a long-term plan for the development of the organization’

Strategy: A broad-based formula for how a business is going to compete, what its goals should be, and what plans and policies will be needed to carry out those goals


E-commerce strategy (e-strategy)
The formulation and execution of a vision of how a new or existing company intends to do business electronically



Different forms of organizational strategy



Relationship between e-business strategy and other strategies
Corporate Strategy Constraints and opportunities E-business Strategy Objectives

Buy-side e-commerce

SCM Strategy

Marketing / CRM Strategy

Sell-side e-commerce

Information systems Strategy



Sell-side e-commerce strategy (Chapters 8 & 9) or e-marketing / E-CRM…...

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