1. e-Commerce Session One
Objectives of the Logistics serssion of this “mini university”:
Understand the structure and purpose of a customer-focused supply chain,
the functions of the logistics cycle,
and the supply chain perspective on contraceptive security.
Appreciate the reasons that health policymakers, like global business leaders, need to understand and support the supply chain.
ICE-BREAKER: Experiencing the supply chain. What’s under your chair? What did you find taped there? Oh!
Is that the method you use?
Are those products in good condition?
Is that the right quantity?
You found nothing? A stockout!
Etc.

2. Network Economy Businesses
They create value largely through the gathering, synthesizing, and distribution of information
They formulate strategy in ways that make management of the enterprise and management of technology convergent
They operate in real time rather than cycle time
They operate in a world characterized by low barriers to entry, near-zero variable costs of operation, and as a result-intense, constantly shifting competition
… The purpose of the supply chain, and the basic reason that I have devoted much of MY career to this work, the reason that the donor community has made significant investments in this area, and the reason that all of you are here today...
We all believe that: No customer should ever leave a clinic disappointed because the product he or she needs is out of stock
We are working in logistics systems, with donors, and policymakers, to try to change to a customer-focused, not a product-focused way of looking at our work.

3. Network Economy Businesses
They organize resources around the demand side rather than the supply side
They often manage relationship with customers and market through screen-to-face channels and interfaces, i.e. technology rather than people manages these relationship
They use technology-mediated channels and have ongoing operations that are subject to measurement and tracking in unprecedented and granular ways

4. e-Commerce Attributes
It is about the exchange of digitized information between parties
It is technology-enabled
It is technology-mediated
It include intra-and interorganizational activities that support the exchange

5. e-Commerce Definitions
E-commerce is commerce enabled by Internet-era technologies (Seddon 1997)
The seamless application of ICT from its point of origin along the entire value chain of business processes conducted electrinically and designed to enable the accomplishment of a busines goal (Wigand 1997)

6. e-Commerce Definitions
E-commerce is a general concept covering any form of business transaction and communication technology, between companies, between companies and their costomers, or between companies and public administration. E-commerce includes electronic trading of goods, services and electronic material (EU, 1997)
Formulating commercial transactions at a site remote from the trading partner and then using electronic communications to execute that transaction (Whiteley 2000)

7. e-Commerce Definitions
Technology mediated exchanges between parties as well as the electronically based intra-or inter-organizational activities that facilitate such exchanges (Rayport 2002)
Three components:
Economic activity is involved
Interaction occurs electronically
The interaction typically crosses organizational boundries

8. Four Categories of e-Commerce
Business to business (B2B): this referes to the full spectrum of e-commerce that can occur between two organizations.
eg: Freemarket, Dell, GM
Business-to-consumer (B2C): e-commerce refere to exchange between business and consumers including the exchange of physical or digital products or services. Eg: Yahoo, Amazon

9. Four Categories of e-Commerce
Peer-to-Peer (P2P): P2P exchanges involve transactions between and among consumers. These can include third_party involvement like eBay. eg: Gnutella (music), Owners.com (classified ads)
Consumer-to business (C2B): in C2B consumers can band together to present themselves as a buyer group economically oriented or socially oriented (SpeakOut.com)

10. Four Categories of e-Commerce
B2B
B2C
C2B
C2C
Consumers
Business
And selling to...
Business originating from...

11. Strategy in a Rapidly Changing Environment
A hallmark of online companies is their ability to shift resources, revenue models, and content
The speed of change in the online environment has forced companies to act and react more quickly

12. Factors of Customer Behavior
customization or individualization: the ability to create a custom experience through the use of technology initiated by the firm (customizing its site for the user) or initiated by the user like My Yahoo
interactivity: ability to conduct two way communication including firm-to-user and user-to-user communication. It is a move from one-way marketing to one-to-one marketing.

13. The Framework for The Field of e-Commerce:
The e-commerce strategy wrapped by four infrastructures:
Technology
Capital
Media
Public policy
Market: market involves customer and includes the buyers and sellers and forces that shape the nature of the marketplace exchange

14. The Strategy Formation
Technology infrastructures: they are both enablers and drivers of change.
Capital infrastructure: knowing the capital infrastructure and how to secure funding for a venture and value the business is important
Media infrastructure: Internet is a mass communication platform. Managers who run e-commerce enterprises must learn to manage staff responsible for design interface, stylist choices, editorial policies, and content choices associated with this new communication venue
Public policy infrastructure: all decisions influenced by laws and regulations.

15. A Framework for Electronic Commerce
Media Infrastructure
Framing the Market Opportunity
Business
Model
Implementation
Evaluation:
Metrics
and
Valuation
Network Infrastructure
e-Commerce
Strategy
Market Infrastructure
Customer
Interface
Market Communications and Branding
Publics and Politics

16. The Role of a Senior e-Commerce Manager
Marketing
Finance
Strategic Management
Operations and Logistics
New Media
Technology
Entrepreneurship
Accounting

17. Four Key Challenges for Senior e-Commerce Managers
understanding customer evolution: wining firms invest to anticipate the customer likes and dislikes. For Amazon.com, the reliability was the first customers’ concerns and then the speed was the target.
new technologies are constantly emerging and disappearing, picking the right ones to meet the evolutionary consumer tastes is a constant, high-stakes gamble for senior managers

18. Four Key Challenges for Senior e-Commerce Managers
3. Balancing irrational exuberance and irrational doom: this is a matter of ridding the storm. Executive manager must continually reassure the workforce, reassure the investors that business model make sense, spell out the path to profitability
4. integrating offline and online activities: there is increasing pressure on offline firms to integrate their online activities. The senior executive manager will be under increasing pressure to be closely aligned-in terms of systems, structure, processes, compensation, and employee and welfare-with the traditional offline business

19. e-Commerce
End of Session One