1. Agregando Valor a través de
Comercio Electrónico
Ramiro Montealegre
University of Colorado, Boulder

2. How Value is Created Customer Customer Marketplace Marketspace
EXCHANGE
EXCHANGE
Content
Context
Infrastructure
Content
Context
Infrastructure
Brand
Brand
Marketplace
Marketspace

3. Internet Value Chain: Customer Relations
Capability
Benefits to
Company
Opportunities
for
Advantage
Marketing and Sales and Support and
Product Research Distribution Customer Feedback
Data for market Research new Access to customer
research customers comments on-line
Establishes Low cost More staff in contact
consumer response distribution with the customer
to new products method
Environmental Multiple contact Immediate response
Scanning points at no to customer problems
incremental cost
Incremental market Lower cost Enhanced customer
share margins satisfaction
Source: Cronin 1994

4. Internet Value Chain: Inputs from Suppliers
Capability
Benefits to
Company
Opportunities
for
Advantage
Pricing and Delivery/Order/Tracking Product
Ordering On-line Inventory Support
Easy, efficient Faster turnaround Direct access to
access expertise
Information Improved Interactive
constantly updated planning
Not locked in to Less inventory Faster problem
proprietary system stockpiled resolution
Lower cost of Faster, more flexible Improved reliability
obtaining materials delivery and performance
Source: Cronin 1994

5. Internet Value Chain: Internal Operations
Capability
Benefits to
Company
Opportunities
for
Advantage
Global R&D/ Collaboration Location-independent
connectivity sharing/distributed resources Work
Savings in Facilitates business Flexible work
telecommunications partnerships and arrangements
joint ventures
Improves connec Shortens develop Telecommuting and
tions to business ment time contract employees
partners/customers
Promotes global Disseminates Virtually teams based
awareness resources more on expertise, not
broadly location
International Flexibility & effectiveness Increased
reach in information-based activities productivity
Source: Cronin 1994

6. The Customer Continuum
CUSTOMER NEEDS INTERNET RESOURCES
company material home page
new products, announcements MARKETING gopher server
specific information newsgroups
direct
product description commercial platforms
ordering options SALES privacy enhancements
remittance on-line electronic catalogs
individual problem resolution help desk
changes & updates SUPPORT fixes & updates
general product support user discussion groups
Source: Cronin 1994

7. Building the Virtual Value Chain
Inbound Production Outbound Marketing Sales
Physical Value Chain
Virtual Value Chain
Source: Rayport and Sviokla, 1995

8. Exploiting the Virtual Value Chain
Inbound Production Outbound Marketing Sales
Physical Value Chain
Virtual Value Chain
Inbound Production Outbound Marketing Sales
Source: Rayport and Sviokla, 1995

9. Value Matrix: Building Relationships
Physical Value Chain
Gather
Organize
Select
Synthesize
Distribute
Virtual Value Chain
New Markets
New Markets
New Markets
Source: Rayport and Sviokla, 1995

10. Implications for Managers
The Law of Digital Assets
New Economies of Scale
New Economies of Scope
Transaction-Cost Compression
Rebalancing Supply and Demand
Source: Rayport and Sviokla, 1995

11. The Virtual Value Chains t o m e r
Content
Place
Space
Context
Infrastructure
Value Chain
Interface
Demand