- 1.Chapter 1 Overview of Electronic Commerce
2. Learning Objectives
- Define electronic commerce (EC) and describe its various
categories.
- Describe and discuss the content and framework of EC.
- Describe the major types of EC transactions.
- Describe some EC business models.
3. Learning Objectives(cont.)
- Describe the benefits of EC to organizations, consumers, and
society.
- Describe the limitations of EC.
- Describe the role of the digital revolution in EC.
- Describe the contribution of EC to organizations responding to
environmental pressures.
4. Marks & SpencerA New Way to Compete
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- UK-based, upscale, global retailer of
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- high-quality, high-priced merchandise faces stiff competition,
since economic slowdown that started in 1999
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- Appropriate store inventory system
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- Efficient supply chain activities
5. Marks & Spencer(cont.)
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- M&S realized that digital era survival depends on the use
of information technology in general andelectronic commercein
particular
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- Electronic commerce (EC, e-commerce) a process of buying,
selling, transferring, or exchanging products, services, and/or
information via electronic networks and computers
6. Marks & Spencer(cont.)
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- M & S initiated several EC initiatives, including:
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- Speeding up the supply of fashion garments
7. Marks & Spencer(cont.)
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- As of summer 2002, a turnaround is underway
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- M & S has become a leader and example setter in retailing,
resulting in increased profitability and growth
8. Marks & Spencer(cont.)
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- Traditional brick-and-mortar companies face increasing
pressures in a competitive marketing environment
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- A possible response is to introduce a variety of e-commerce
initiatives that can improve
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- money from raw materials through factories
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- increase customer service
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- open up markets to more customers
9. Electronic Commerce: Definitions and Concepts
- The Internet has emerged as a major, perhaps
eventuallythemajor, worldwide distribution channel for goods,
services, managerial and professional jobs
- This is profoundly changing economics, markets and industry
structure, products and services and their flow, consumer
segmentation, consumer values, consumer behavior, jobs, and labor
markets
- The impact may be even greater on societies and politics, and
on the way we see the world and ourselves in it
10. Electronic Commerce: Definitions and Concepts(cont.)
- E-commercedefined from the following perspectives:
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- Communications:delivery of goods, services, information, or
payments over computer networks or any other electronic means
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- Commercial (trading):provides capability of buying and selling
products, services, and information on the Internet and via other
online services
11. Electronic Commerce: Definitions and Concepts(cont.)
- Business process:doing business electronically by completing
business processes over electronic networks, thereby substituting
information for physical business processes
- Service:a tool that addresses the desire of governments, firms,
consumers, and management to cut service costs while improving the
quality of customer service and increasing the speed of service
delivery
12. Electronic Commerce: Definitions and Concepts(cont.)
- Learning: an enabler of online training and education in
schools, universities, and other organizations, including
businesses
- Collaborative: the framework for inter- and intraorganizational
collaboration
- Community:provides a gathering place for community members to
learn, transact, and collaborate
13. Electronic Commerce: Definitions and Concepts(cont.)
- e-business: a broader definition of EC, which includes:
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- buying and selling of goods and services
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- collaborating with business partners
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- conducting electronic transactions within an organization
14. Electronic Commerce: Definitions and Concepts(cont.)
- Pure vs. Partial EC depends upon thedegree of digitization(the
transformation from physical to digital) of:
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- theproduct(service) sold;
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- thedelivery agent(or digital intermediary)
- Brick-and-Mortar organizationsare old-economy organizations
(corporations) that perform most of their business off-line,
selling physical products by means of physical agents
15. Electronic Commerce: Definitions and Concepts(cont.)
- Virtual (pure-play) organizationsconduct their business
activities solely online
- Click-and-mortar organizationsconduct some EC activities, but
do their primary business in the physical world
- Electronic market (e-marketplace)online marketplace where
buyers and sellers meet to exchange goods, services, money, or
information
16. Electronic Commerce: Definitions and Concepts(cont.)
- Interorganizational information systems (IOSs)allow routine
transaction processing and information flow between two or more
organizations
- Intraorganizational information systemsenable EC activities to
go onwithinindividual organizations
17. Exhibit 1.1: The Dimensions of Electronic Commerce 18. The
EC Framework, Classification, and Content
- Two major types of e-commerce:
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- business-to-consumer (B2C):online transactions are made between
businesses and individual consumers
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- business-to-business (B2B):businesses make online transactions
with other businesses
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- intrabusinessEC: EC conducted inside an organization
(e.g.,business-to-employees B2E)
19. TheEC Framework, Classification, and Content(cont.)
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- Internet:global networked environment
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- Intranet: a corporate or government network that uses Internet
tools, such as Web browsers, and Internet protocols
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- Extranet:a network that uses the Internet to link multiple
intranets
20. EC Framework
- EC applications are supported by infrastructure and by five
support areas:
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- Marketing and advertising
21. Exhibit 1.2: A Framework for Electronic Commerce 22.
Classification of EC by Transactions or Interactions
- business-to-consumer (B2C): online transactions are made
between businesses and individual consumers
- business-to-business (B2B): businesses make online transactions
with other businesses
- e-tailing: online retailing, usually B2C
23. Classification of EC by Transactions or
Interactions(cont.)
- business-to-business-to-consumer (B2B2C): e-commerce model in
which a business provides some product or service to a client
business that maintains its own customers
- consumer-to-business (C2B):
- e-commerce model in which individuals use the Internet to sell
products or services to organizations or individuals seek sellers
to bid on products or services they need
24. Classification of EC by Transactions or
Interactions(cont.)
- consumer-to-consumer (C2C):
- e-commerce model in which consumers sell directly to other
consumers
- peer-to-peer (P2P): technology that enables networked peer
computers to share data and processing with each other directly;
can be used in C2C, B2B, and B2C e-commerce
25. Classification of EC by Transactions or
Interactions(cont.)
- mobile commerce ((m-commerce):
- e-commerce transactions and activities conducted in a wireless
environment
- location-based commerce (l-commerce): m-commerce transactions
targeted to individuals in specific locations, at specific
times
26. Classification of EC by Transactions or
Interactions(cont.)
- intrabusiness EC: e-commerce category that includes all
internal organizational activities that involve the exchange of
goods, services, or information among various units and individuals
in an organization
- business-to-employees (B2E): e-commerce model in which an
organization delivers services, information, or products to its
individual employees
27. Classification of EC by Transactions or
Interactions(cont.)
- collaborative commerce (c-commerce):
- e-commerce model in which individuals or groups communicate or
collaborate online
- e-learning:t he online delivery of information for purposes of
training or education
- exchange (electronic):apublic electronic market with many
buyers and sellers
28. Classification of EC by Transactions or
Interactions(cont.)
- exchange-to-exchange (E2E):e-commerce model in which electronic
exchanges formally connect to one another the purpose of exchanging
information
- e-government:e-commerce model in which a government entity buys
or provides goods, services, or information to businesses or
individual citizens
29. The InterdisciplinaryNature of EC
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- Management information systems
30. A Brief History of EC
- 1970s: innovations likeelectronic funds transfer(EFT)funds
routed electronically from one organization to another (limited to
large corporations)
- electronic data interchange(EDI) electronically transfer
routine documents (application enlarged pool of participating
companies to include manufacturers, retailers, services)
- interorganizational system(IOS)travel reservation systems and
stock trading
31. A Brief History of EC(cont.)
- 1969 U.S. government experimentthe Internet came into being
initially used by technical audience of government agencies,
academic researchers, and scientists
- 1990s the Internet commercialized and users flocked to
participate in the form ofdot-coms , orInternet start-ups
- Innovative applications ranging from online direct sales to
e-learning experiences
32. A Brief History of EC(cont.)
- Most medium- and large-sized organizations have a Web site
- Most large U.S. corporations have comprehensive portals
- 1999 the emphasis of EC shifted from B2C to B2B
- 2001 the emphasis shifted from B2B to B2E,
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- c-commerce, e-government, e-learning, and
- EC will undoubtedly continue to shift and change
33. A Brief History of EC(cont.)
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- 1999, a large number of EC-dedicated companies began to
fail
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- dot-com failure rate is declining sharply
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- EC field is experiencing consolidation
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- most pure EC companies,areexpanding operations and generating
increasing sales (Amazon.com)
34. The Success Story of Campusfood.Com
- Provide interactive menus to college students, using the power
of the Internet to replace and/or facilitate the traditional
telephone ordering of meals
- Built the companys customer base
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- expanding to other universities
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- generating a list of restaurants from which students could
order food for delivery
35. The Success Story of Campusfood.Com(cont.)
- Now some of these activities are outsourced to a marketing
firm, enabling the addition of dozens of schools nationwide
- Financed through private investors, friends, and family
members, the site was built on an investment of less than $1
million
- Campusfood.coms revenue is generated throughtransaction fees
the site takes a 5 % commission on each order from the sellers
36. The Success Story of Campusfood.Com(cont.)
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- Navigate through a list of local restaurants, their hours of
operation, addresses, phone numbers, etc.
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- Browse an interactive menu
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- Bypass busy telephone signals to place an order online
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- Access special foods, promotions, and restaurant giveaways
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- Arrange electronic payment of your order
37. The Future of EC
- 2004total online shopping and B2B transactions in the US
between $3 to $7 trillion by 2008:
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- number of Internet users worldwide should reach 750
million
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- 50 percent of Internet users will shop
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- EC growth will come from:
the future is bright 38. E-commerceBusiness Models
- Business modelsa method of doing business by which a company
can generate revenue to sustain itself
39. E-commerceBusiness Plans and Cases
- Business plan:a written document that identifies the business
goals and outlines the plan of how to achieve them
- Business case:a written document that is used by managers to
garner funding for specific applications or projects; its major
emphasis is the justification for a specific investment
40. Structure of Business Models
- Business model: A method of doing business by which a company
can generate revenue to sustain itself
41. Structure of Business Models (cont.)
- Revenue model: description of how the company or an EC project
will earn revenue
42. Structure ofBusiness Models(cont.)
- Value proposition: The benefits a company can derive from using
EC
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- search and transaction cost efficiency
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- aggregation and interfirm collaboration
43. Exhibit 1.4: Common Revenue Models 44. Typical Business
Models in EC
- Electronic tendering systems
- tendering (reverse auction): model in whicha buyer requests
would-be sellers to submit bids, and the lowest bidder wins
- Name your own price: a model in which a buyer sets the price he
or she is willing to pay and invites sellers to supply the good or
service at that price
45. Typical BusinessModels in EC(cont.)
- Affiliate marketing: an arrangement whereby a marketing partner
(a business, an organization, or even an individual) refers
consumers to the selling companys Web site
- Viral marketing:word-of-mouth marketing in which customers
promote a product or service to friends or other people
46. Typical BusinessModels in EC(cont.)
- Group purchasing: quantity purchasing that enables groups of
purchasers to obtain a discount price on the products
purchased
- SMEs:s mall to medium enterprises
47. Typical BusinessModels in EC(cont.)
- Product and service customization
- customization:creation of a product or service according to the
buyers specifications
- Electronic marketplaces and exchanges
- Value-chain service providers
48. Typical BusinessModels in EC(cont.)
- Business models can be independent or they can be combined
amongst themselves or with traditional business models
49. Example ofSupply Chain Improver
- Orbis Group changes a linear physical supply chain to an
electronic hub
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- Traditional process in the B2B advertising field
50. Example ofSupply Chain Improver(cont.)
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- ProductBank simplifies this lengthy process changing the linear
flow of products and information to a digitized hub
51. Benefits of EC
- Supply chain improvements
- Lower communication costs
- Improved customer relations
- Up-to-date company material
- No city business permits and fees
- Benefits to organizations
52. Benefits of EC(cont.)
- More products and services
- Cheaper products and services
- Participation in auctions
Benefits to consumers 53. Benefits of EC(cont.)
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- Higher standard of living
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- Availability of public services
54. Limitations of EC 55. Barriers of EC
- Lack of qualified personnel
- User authentication and lack of public key infrastructure
- Slow navigation on the Internet
56. The Digital Revolution
- Digital economy: An economy that is based on digital
technologies, including digital communication networks, computers,
software, and other related information technologies; also called
theInternet economy,thenew economy,or theWeb economy
57. The Digital Revolution(cont.)
- A global platform over which people and organizations interact,
communicate, collaborate, and search for information
- Includes the following characteristics:
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- A vast array of digitizable products
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- Consumers and firms conducting financial transactions
digitally
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- Microprocessors and networking capabilities embedded in
physical goods
58. New Business Environment
- Customers are becoming more powerful
- Created due to advances in science occurring at an accelerated
rate
- Results in more and more technology
- Rapid growth in technology results in a large variety of more
complex systems
59. New BusinessEnvironment(cont.)
- Characteristics in the business environment
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- A more turbulent environment with more business problems and
opportunities
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- Need for organizations to make decisions more frequently
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- A larger scope for decisions because more factors
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- More information and/or knowledge needed for making
decisions
60. Environment-Response-Support Model
- Critical response activities
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- traditional actions such as lowering cost and closing
unprofitable facilities
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- introduce innovative actions such as customizing or creating
new products or providing superb customer service
61. Exhibit 1.6: Major Business Pressures and the Role of EC 62.
Major Business Pressures
- Regional trade agreements (e.g. NAFTA)
- Extremely low labor cost in some countries
- Frequent and significant changes in markets
- Increased power of consumers
63. Major Business Pressures(cont.)
- Changing nature of workforce
- Government deregulation of banking and other services
- Shrinking government subsidies
- Increased importance of ethical and legal issues
- Increased social responsibility of organizations
64. Major Business Pressures(cont.)
- Rapid technological obsolescence
- Increase innovations and new technologies
- Rapid decline in technology cost vs. performance ratio
65. Organizational Responses
- Continuous improvement efforts and business process
reengineeringincludingbusiness process reengineering(BPR)
- Customer relationship management (CRM)divided into the
following areas
66. Organizational Responses(cont.)
- Reductions in cycle time and time-to-market
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- Cycle time reduction:Shortening the time it takes for a
business to complete a productive activity from its beginning to
end
67. Organizational Responses(cont.)
- Supply chain improvements
- Mass customization: make-to-order in large quantities in an
efficient manner
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- Mass customization:Production of large quantities of customized
items
68. Organizational Responses(cont.)
- Intrabusiness: from sales force automation to inventory
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- Knowledge management (KM):The process of creating or capturing
knowledge, storing and protecting it, updating and maintaining it,
and using it
69. Putting It All Together
- Task facing each organization is how to put together the
components that will enable the organization to transform itself to
the digital economy and gain competitive advantage by using EC
- Many employ corporate portals
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- A major gateway through which employees, business partners, and
the public can enter a corporate Web site
70. Exhibit 1.8:The Networked Organization 71. Managerial
Issues
- How should we evaluate the magnitude of the business
pressures?
- Why is B2B e-commerce so attractive?
- There are so many EC failureshow can one avoid them?
72. Managerial Issues(cont.)
- What should be my companys strategy toward EC?
- How do we transform our organization into a digital one?
- What are the top challenges of EC?
73. Summary
- Definition of EC and description of its various
categories.
- The content and framework of EC.
- The major types of EC transactions.
- The major business models.
74. Summary(cont.)
- Benefits to organizations, consumers, and society.
- The role of the digital revolution.
- The role of EC in combating pressures in the business
environment.