hcd302 e-marketingtralvex.com/pub/edu/em/zip/em-l5.pdf · (c) 2003 tralvex.com hcd302 e-marketing...

(C) 2003 tralvex.com

HCD302 E-Marketing Lecture 5: E-Biz Mgt & Political/Legal/Ethical Environment

Tralvex (Rex) Yeap University of Leeds

8 February 2003


Outline

• Quick Review on Lecture 4• Topic 9: E-Business Management• Topic 10: Political / Legal / Ethical Environment• Class Activity 1: Assignment 3 Discussion• What’s in Store for Lecture 5


Quick Review of Lecture 4

• Topic 7: Information Collection & Use• Topic 8: E-Business Strategy


T9: E-Business Management Components of the E-Biz Value Chain

MANAGEMENT MANAGEMENT

OrganizationStructureOutsourcingStaff

OrganizationStructureOutsourcingStaff

Organizational Learning

Employees and culture

Intellectual Capital


Employees and culture

Intellectual Capital

InnovativenessAdaptabilityIdea generation

InnovativenessAdaptabilityIdea generation

LeadershipManagementCultures

LeadershipManagementCultures

Intranets, Extranets, InternetIntranets, Extranets, Internet



InnovativenessAdaptability: Break old business models. Idea generation: Use teams, encourage creativity.

InnovativenessAdaptability: Break old business models.Idea generation: Use teams, encourage creativity.

Leadership Management: CEOs with vision and technology knowledge. Cultures: Employees who are loyal, flexible, adaptive, and quick to respond.

Leadership Management: CEOs with vision and technology knowledge.Cultures: Employees who are loyal, flexible, adaptive, and quick to respond.

Management

OrganizationStructure:Outsourcing:Staff:

OrganizationalLearningEmployees andculture:Intellectual Capital:.

InnovativenessAdaptability:Idea generation:

LeadershipManagement:Cultures:

Intranets, Extranets, Internet



Organization Structure: Flatter, less bureaucracy. Outsourcing: Focus on core values. Staff: CIOs,CKOs, and Webmasters.

Organization Structure: Flatter, less bureaucracy. Outsourcing: Focus on core values.Staff: CIOs,CKOs, and Webmasters.


Employees and culture: Must be willing to collect and use knowledge. Intellectual Capital: Requires careful hiring and training.


Employees and culture: Must be willing to collect and use knowledge.Intellectual Capital: Requires careful hiring and training.

Management

OrganizationStructure:Outsourcing:Staff:

OrganizationalLearningEmployees andculture:Intellectual Capital:.

InnovativenessAdaptability:Idea generation:

LeadershipManagement:Cultures:

Intranets, Extranets, Internet


T9: E-Business Management Hierarchy and Social Networks

Marketing

Info. Services

Production

CEO

Purchasing

A

Hub

Individual:

Communication flow:

Social NetworkHierarchy


T10: Political, Legal, Ethical Environment Introduction

• The political and legal environment:– Represents the rules by which businesses and

society operates. – Social goal is to increase the overall economic

welfare or the net benefits an economic system provides to a society.

• Ethics– The study of how individuals or businesses make

decisions given the consequences of those decisions


T10: Political, Legal, Ethical Environment The Relationship between Ethical, Social, and Political Issues in an Information Society


T10: Political, Legal, Ethical Environment Intellectual Capital

• Intellectual Capital refers to the ownership of a company's knowledge, the results of ideas and creativity, and the symbols that represent products, companies or brands.

• Includes• Copyrights• Trademarks• Trade Secrets Laws• Patents


T10: Political, Legal, Ethical Environment Intellectual Capital (Copyright)

• A copyright protects “original works of authorship” including literary, dramatic, musical, artistic, and certain other intellectual works. This protection is available to both published and unpublished works.– Internet content such as pictures and graphic files,

sound files, text, or programs are likely copyrighted by other companies or individuals.

– The ability to copy and transfer digital information makes copyright violations relatively simple.


T10: Political, Legal, Ethical Environment Intellectual Capital (Trademark)

• A trademark or service mark refers to any word, name, symbol or device which is used to indicate the source or origin of goods or services and which distinguishes one company, goods, or services from others. – Trademark rights cover such practices as preventing

others from using a confusingly similar mark, dilution of the trademark, and unfair use of the trademark.

– Using non-owned trademarked names in meta tags is a trademark violation and could result in a cease-and- desist order or a lawsuit


T10: Political, Legal, Ethical Environment Intellectual Capital (Trade Secret)

• Trade secret laws protect non-publicly disclosed inventions, ideas, or information held in a firm that make it unique or give it an advantage over other firms.– If trade secrets are placed on a Web site they may

no longer be considered as trade secrets.– Non-compete and non-competitive agreements

preventing individuals from using information or working for rival firms.

– Nondisclosure agreements prevent employees from spreading trade secrets.


T10: Political, Legal, Ethical Environment Intellectual Capital (Patent)

• Innovative Internet business models are unlike most other "inventions.“. The best ones are copied quickly, cheaply and on a widespread basis.

• One of the best means to protect one’s business model is through patenting.

• A patent is a document that describes "how to make" and "how to use" an invention and contains claims that an invention is the personal property of the owner of the patent.

• Infamous Amazon.com’s 1-click patent.

Internet Business Methods Patents – The Gold Rush of the New Millennium, Oppenheimer, 2000.


T10: Political, Legal, Ethical Environment Pornography

• A number of countries have shifted the burden of censoring the Internet to the local ISPs shifting the burden of information access from the individual or family to a third party.

• Filters can be used on a PC or server to block access to sites considered to be pornographic. – Filtering software uses a database of sites considered to be

unacceptable or they use a rating systems to allow acceptable pages to pass. This can be a problem because only a small percentage of all Web pages have been rated.


T10: Political, Legal, Ethical Environment Spam

• Spam is the practice of sending unwanted email to a large number of individuals.

• Spam is unlike postal junk mail, e-mail spammers do not need to purchase postage for every message sent and therefore are able to greatly expand the number of people they can reach. This shifts costs from the sender to the network and receiver.

• Spammers believe that the more email sent, the better their chances.

• Jamspam & Patent Mapping on Anti-Spam techniques


T10: Political, Legal, Ethical Environment Spam


T10: Political, Legal, Ethical Environment Digital Privacy


T10: Political, Legal, Ethical Environment Privacy Protection Tools


Class Activity 1: Assignment 3 Discussion Due Date: 28 February 2003

Discuss how to transform a traditional business into an e-business with the use of strategies and concepts that you have learnt in this course. (You are free to choose any tradition business as your business case)

Weighting: 30%, Length: 1500 – 2000 words

All answers must be written in the report format and students must use at least 5 references in the Harvard style for this assignment.

ASSIGNMENT PREPARATION

Following are guidelines for the submission of assignments:

• Use size A4 white paper and leave at least a 3 cm margin. (This is the best format for both marking and photocopying) • Email a copy to [email protected] • Number each page of the assignment. • Indicate your particulars on the Assignment Cover sheet and attach it on top of the assignment.

100%Total

15%Diagrams

15%Analysis

30%Originality

30%Content

5%Referencing

5%Report Format

MarksAllocation

Criteria


Additional Handouts for Lecture 5

n.a.


What’s in Store for Lecture 6

• Future of E-Marketing

• Additional Class Activities / Discussion


End of Lecture 5Good Night.

hcd302 e-marketingtralvex.com/pub/edu/em/zip/em-l5.pdf · (c) 2003 tralvex.com hcd302 e-marketing...

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