creating a winning e- business second edition understanding e- business chapter 1
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Creating a Winning E-Business Second Edition, Chapter 1
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Learning Objectives
• Discuss e-business basics
• Describe the Internet and World
Wide Web
• Discuss the role of e-business in the
global economy
• List e-business advantages and
disadvantages
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Learning Objectives (continued)
• Explain e-business value chains and
value activities
• Identify e-business models
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E-Business Basics• E-commerce – Process of buying or
selling goods or services across a telecommunications network
• E-business – Widest spectrum of business activities using Internet and Web technologies
• Many technologies facilitate e-business– Electronic funds transfer (EFT)– Electronic data interchange (EDI)– Internet / World Wide Web
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The Internet andWorld Wide Web
• Network – Group of two or more computers– Linked by communication media
• Cable• Telephone lines• Wireless connections
• Networks servers– Give users access to shared network
resources– Printers, files, telecommunication lines
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The Internet andWorld Wide Web (continued)
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The Internet andWorld Wide Web (continued)
• Internet– A worldwide public network that connects
private networks– Originated in the late 1960s as ARPANET– Managed by the National Science Foundation
in the 1980s and early 1990s as NSFnet– Connected colleges, universities, and
research centers– Commercial activity was prohibited until 1991
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The Internet andWorld Wide Web (continued)
• Internet (continued)– Replaced by commercial high-speed
telecommunications backbones in 1995• Individuals and SMBs connect via an
Internet Service Provider (ISP)• Large businesses, colleges, and
universities may have direct connection
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The Internet andWorld Wide Web (continued)
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The Internet andWorld Wide Web (continued)
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The Internet andWorld Wide Web (continued)
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The Internet andWorld Wide Web (continued)
• World Wide Web (Web)– A subset of the Internet– Built on the concept of hypertext– System of linked pages called Web pages– Related Web pages are called a Web site– Viewed in a Web browser– Stored on Web servers
• Millions of people around the world access the Internet and Web daily
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E-Business and theGlobal Economy
• Widespread linking of individuals and businesses has changed global economy– Time and space are no longer limiting
factors– Business value of information is greater– Information is more accessible– Traditional intermediaries have been
replaced by new types of intermediaries
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E-Business and theGlobal Economy (continued)
• Buyers are growing more powerful
• Internet and Web access has changed buyers expectations– Information on competing products– Transaction speed and convenience
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E-Business and theGlobal Economy (continued)
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E-Business and theGlobal Economy (continued)
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E-Business and theGlobal Economy (continued)
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E-Business and theGlobal Economy (continued)
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E-Business and theGlobal Economy (continued)
• Value chain or value network– Activities involved in the production of
goods or services– Internet and Web technologies facilitate
value chains and networks• Improve communication• Improve transaction speed
• Internet and Web access allows businesses to rethink their value chains
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E-Business and theGlobal Economy (continued)
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E-Business and theGlobal Economy (continued)
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E-Commerce and E-Business• Electronic commerce is the use of
technology, in particular the Internet, to conduct business – e-commerce generally refers to buying or
selling electronically, usually interactively– e-business refers to conducting business
activities, including business to business activities, using electronic communication
– e-[you fill in the blank]
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E-COMMERCE TECHNOLOGIES• Will we see continued growth in e-
commerce (Internet) applications?• Consider Metcalfe’s Law:
The value of a network to each of its members is proportional to the number of other users, expressed as (n2 – n) / 2
– There are increasing returns to be gained as more organizations and people use the Web
Page 240
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The Nature of Markets
• In a free market economy, transactions take place where the downward sloping demand curve intersects the upward sloping supply curve. – The intersection of these two curves determines
both the price and the quantity sold
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Electronic Marketplaces
What are the functions of markets?1. matching buyers and sellers
2. facilitating the exchange of information, goods, services, and payments associated with market transactions
3. providing an institutional infrastructure, such as a legal and regulatory framework, that enables the efficient functioning of the market
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• Business models– How a company conducts business
in order to generate revenue– Widespread access to the Internet
and Web allows companies to adapt old models and create new ones
• E-business models are often categorized by type of customer
E-Business Models
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• Business-to-consumer (B2C)– Retail sales (e-retail) including airline tickets,
entertainment venue tickets, hotel rooms, stock purchases, diet and fitness programs
• Brick-and-mortar companies are moving to brick-and click companies– Sears, Best Buy, Barnes & Noble, the Gap
• Pure-play e-retailers and catalog merchants– Amazon.com, eBags, Harry and David
E-Business Models (continued)
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E-Business Models (continued)
• Business-to-business (B2B)– Businesses selling to other businesses– Online stores, such as Office Depot,
Staples– Internet and Web technologies
• Web hosting• Web design• Hardware and software• Consulting
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E-Business Models (continued)
• Business-to-business (B2B) – Online trading communities for vertical
markets– Exchanges, aggregators, auctions
• Virtual marketspaces for buyers and sellers
• Elance, ATLA Exchange, Business.com, HedgeHog
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E-Business Models (continued)
• Business-to-government (B2G)– Businesses provide a marketspace for
other businesses and government agencies
– Bidmain, B2GMarkets
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E-Business Models (continued)
• Consumer-to-consumer (C2C)– Consumers sell or exchange products
and services directly with other consumers
– Auctions, online classified ads, expert information exchanges
• eBay, American Boat Listing, TraderOnline.com, AllExperts
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E-Business Models (continued)
• Consumer-to-business (C2B)– Reverse auctions in which a single
consumer names his or her own price for products or services
– Consumer’s offer made to multiple businesses, which can accept or decline offer
– Priceline.com
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Typical Business Modelsin EC
• Online direct marketing• Electronic tendering
systems (e.g., reverse auction)
• Name your own price• Affiliate marketing• Viral marketing• Group purchasing• Online auctions• Product and service
customization customization
• Electronic marketplaces and exchanges
• Value-chain integrators• Value-chain service
providers• Information brokers• Bartering • Deep discounting• Membership• Supply chain improvers
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Porter’s Competitive Forces Model: How the Internet Influences Industry Structure
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Summary of Work-Group Computing Shifts
Organizational HierarchyOrganizational Hierarchy Business Team OrganizationBusiness Team Organization
Personal ComputingPersonal Computing Work-Group ComputingWork-Group Computing
Emphasis on the individualEmphasis on the individual Emphasis on the groupEmphasis on the group
Designing TechnologyDesigning Technology Redesigning the entire systemRedesigning the entire system
TaylorismTaylorism The new work reengineeringThe new work reengineering
Technical UsersTechnical Users Direct support of all personnelDirect support of all personnel
Installing TechnologyInstalling Technology Leadership for evolving workLeadership for evolving work
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Islands of Technology• Technology is implemented to
manage three resources:– Physical Assets– Human Resources– Financial Assets
• What if they are not speaking to one another???
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Problems With Enterprises that aren’t speaking…
• Redundancy of Functionality• Miscommunications due to lack of
integration• Poor quality customer service• Operational inefficiencies due to
miscommunications and redundant processing
• Internal Focus
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Problems With Enterprises that aren’t speaking…
• Systems are perpetuated in order to treat operational symptoms without recognizing fundamental problems
• Organizational conflict and ‘turf’ battles erupt due to the historical creation of data processing developing financial solutions, engineering developing physical assets, and administrative groups to manage human resources
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What happens when an enterprise shifts to integration
Technology ApplicationsTechnology Applications Organizational RestructuringOrganizational Restructuring
System IslandsSystem Islands Integrated SystemsIntegrated Systems
Separate Systems Separate Systems Integrated EnvironmentsIntegrated Environments
Single-form SystemsSingle-form Systems Integrated data, voice, & imageIntegrated data, voice, & image
Cost ReductionCost Reduction Enterprise EffectivenessEnterprise Effectiveness
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What happens when an enterprise shifts to integration
Value ChainValue Chain Value NetworkValue Network
Simple Market CombatSimple Market Combat Competition via CooperationCompetition via Cooperation
Manual Communications Manual Communications Electronic CommunicationElectronic Communication
Enterprise TechnologyEnterprise Technology Interorganizational ComputingInterorganizational Computing
Purchaser of InformationPurchaser of Information Information Purchaser/VendorInformation Purchaser/Vendor
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The Collaboration and Communication Imperative
• Organizations have always needed to communicate effectively to survive– Ram’s horns and bugles– Roman roads– The Pony Express– Telegraph– Phones– Faxes– Email– EDI
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The Collaboration and Communication Imperative
• Organizations that don’t communicate and collaborate effectively are doomed to failure (e.g., K-mart & Sears v. Wal-mart and Target)
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• Collective intelligence– From Wikipedia: “…a shared or group
intelligence that emerges from the collaboration and competition of many individuals.”
The Collaboration and Communication Imperative
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Enterprise 2.0 and corporate collaboration, coordination,
and communication• Enterprise 2.0: social media and web 2.0
software used in "enterprise" (i.e., business) applications. – Social media and networked intranets used to
organize and facilitate communication– Bottom up form of knowledge dissemination
and capture (as contrasted with traditional enterprise software, which defines structure prior to use)
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Why Enterprise 2.0?According to Coleman & Levine, there are 10
Trends in Collaboration driving adoption1. Convergence of media2. Presence Everywhere3. Integration of synchronous and asynchronous4. Collaborative consolidation in IT5. Collaboration pushed into the infrastructure6. Market Consolidation7. Collaboration pushed into critical processes8. Changing distribution channels for collaboration9. Changing buyers of collaboration services10.Mobile collaboration
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But, why Enterprise 2.0?• Many of these trends are symptoms, not drivers. What are
the drivers?– Robust collaborative technologies: Technologies today work,
and they work well!– Ubiquitous connectivity: Convergence of devices and
applications has led to the ability to connect anytime, anywhere across multiple platforms (we ain’t cloistered anymore)
– Globalization: Organizations and teams are spread around the country or the world; venders have provided solutions to allow teams to work together across space and time
– Societal and Generational Change: A generation of employees is entering the workforce who have grown up on cable, the Internet, and ready access to information. It’s part of the culture!
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But, why Enterprise 2.0?• One final driver …
– The competitive imperative: everyone else is doing it, shouldn’t we?
– The answer to this question is not always “yes” but in this case it most likely should be answered in the affirmative
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An Outline of the course
• Introduction to Organizations• Teams and teamwork• Virtual Teams• Collaboration and coordination • Virtual Worlds• Technologies to support web 2.0
– SharePoint – Google Sites
• Virtual Organizations• Marketing and Applications• Implementation and Deployment• The rest…
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What is Web 2.0?• Web 2.0: A term that focuses on the use of various web
technologies and applications that can be used to information sharing and collaboration.
• Web 2.0 encompasses social media, social networks, wikis, blogs and other software tools that connect people into loosely or tightly coupled networks – Social Media: a class of technologies that have in common a
participatory mode of information collection, validation, and publication
– Social Networks: a class of technologies that focus on tying groups of people together into loosely aligned groups based on common interests or affiliations
– Wikis: A web-based software applications designed to allow end-users to create, edit, and link web pages
– Blog: derived from the term “web log” is essentially an online diary of commentary, activity logs, and other content developed by a blog author
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Chapter Summary
• E-business – Conducting a broad spectrum of business activities over a telecommunications network
• Internet – A worldwide public network that connects private networks
• World Wide Web – A subset of the Internet
• Time, space, and geographic location no longer limiting factors
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Chapter Summary(continued)
• Buyers are growing more powerful• Businesses are rethinking their value
chains• Business model – The way a company
conducts its activities in order to generate revenue
• Businesses are adapting old business models and creating new ones
• E-business models – B2C, B2B, B2G, C2C, C2B