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Turban and Volonino
Chapter 6 E-Business and E-Commerce Information Technology for Management Improving Performance in the Digital Economy 7th edition John Wiley & Sons, Inc. Slides contributed by Dr. Sandra Reid Chair, Graduate School of Business & Professor, Technology Dallas Baptist University
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Chapter Outline
6.1 Overview of E-Business and E-Commerce
6.2 Major EC Mechanisms
6.3 Business-to-Consumer Applications
6.4 Business-to-Business Applications
6.5 Major Models of E-Business: From E-Government to C2C
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3. Chapter Outline (cont’d)
6.6 E-Commerce Support Services: Payment and Order Fulfillment
6.7 Ethical and Legal Issues in E-Business
6.8 Managerial Issues
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4. Copyright 2010 John Wiley & Sons, Inc.
Learning Objectives
Describe electronic commerce, its scope, benefits, limitations, and types.
Explain how online auctions and bartering work.
Understand the major applications of business-to-consumer commerce, including service industries and the major issues faced by e-tailers.
Describer business-to-business applications.
Explain why intrabusiness and B2E are considered e-commerce.
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5. Learning Objectives cont’d
6. Describe e-government activities and consumer-to-consumer e-commerce.
Identify the e-commerce support services, specifically payments and logistics.
Understand the importance and activities of online advertising.
Identify and describe ethical and legal issues relating to e-commerce.
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Figure IT 7eU provides opportunity to discuss overview of IT’s role in corporate strategy setting and its intricate importance to performance as business solutions and the resulting profitability. Throughout the “semester” student learning will be evolving surrounding this chart making it good to begin by going back to it to integrate learning.
Figure IT7eU
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Problem – Leader & target for Compaq. Losses exceed $100 million.
Solution – Rapid expansion with selling via online.
Result – Leading systems provider in US; second worldwide. Fortune’s top 5 “Most Admired” companies since By-product – sell refurbished Dell computers.
Click images for homepage.
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8. Dell’s Vast Customer Base
Business-to-Business
What is B2B? Why/how is B2B an important strategy in meeting Dell’s performance goals? It is a much bigger market than B2C. They
could expect higher revenue as business would tend to purchase in greater numbers & more often than the individual consumer.
According to Wikipedia:
Business-to-business (B2B) is a term commonly used to describe commerce transactions between businesses, as opposed to those between businesses and other groups, such as business-to-consumers (B2C) or business-to-government (B2G). More specifically, B2B is often used to describe an activity, such as B2B marketing, or B2B sales, that occurs between businesses and other businesses.
The volume of B2B transactions is much higher than the volume of B2C transactions. The primary reason for this is that in a typical supply chain there will be many B2B transactions involving subcomponent or raw materials, and only one B2C transaction, specifically sale of the finished product to the end customer. For example, an automobile manufacturer makes several B2B transactions such as buying tires, glass for windshields, and rubber hoses for its vehicles. The final transaction, a finished vehicle sold to the consumer, is a single (B2C) transaction.
Hot link to good articles for further discussion enhancement.
Dell becomes British Airways' preferred partner
Intel invests $23 million in three Indian firms
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9. Dell’s Vast Customer Base – cont’d
How Dell Does IT: Order Management
Online self-learning about Dell products along with IT & management topics
Training services
Click hot link to article for discussion & homepage for training services offered by Dell.
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6.1 Overview of E-Business and E-Commerce
E-Business / E-Commerce
Compare eBusiness to eCommerce. Provide examples. eBusiness is using internet technology for entire business operations: marketing,
financial, distribution, etc. eCommerce is using the technology for sales. Click businesses that come from brick & mortar businesses
may be good examples of eCommerce…businesses with only web presence may be good examples of eBusiness.
Hot link to interesting article for possible discussion.
According to Wikipedia:
Electronic commerce, commonly known as e-commerce or eCommerce, consists of the buying and selling of products or services over electronic systems such as the Internet and other computer networks. The amount of trade conducted electronically has grown extraordinarily since the spread of the Internet. A wide variety of commerce is conducted in this way, spurring and drawing on innovations in electronic funds transfer, supply chain management, Internet marketing, online transaction processing, electronic data interchange (EDI), inventory management systems, and automated data collection systems. Modern electronic commerce typically uses the World Wide Web at least at some point in the transaction's lifecycle, although it can encompass a wider range of technologies such as as well.
A large percentage of electronic commerce is conducted entirely electronically for virtual items such as access to premium content on a website, but most electronic commerce involves the transportation of physical items in some way. Online retailers are sometimes known as e-tailers and online retail is sometimes known as e-tail. Almost all big retailers have electronic commerce presence on the World Wide Web.
More….
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11. Click-&-mortar vs Brick-&-mortar organizations
More shoppers proceed to checkout online…………
Click images for homepages. Travelocity, Clogwild, Expedia are just e-businesses while Williams-Sonoma & Wells Fargo have
also physical location options for their customers.
Hot link to article.
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12. Figure 6.1 E-commerce in our company. (Source: Drawn by E. Turban)
The objective of eCommerce is to automate as many of the business processes as possible. This would be a good exercise for students to review within their
own organizations to propose possible change. Anything that really does not need human intervention should be automated to the extent possible leaving
available resources for customer service and/or other things that really does require a human.
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Table 6.1
Task students to find examples of businesses within each model.
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14. Online Advertisers, Marketers & Students
Click images for homepages.
Examples provided here for quick discussion that support A Closer Look, 6.1.
Powerstudents.com
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15. Company-sponsored Socially Oriented Sites
Hannah Montana
Click to go “there” for more.
Hot link to Forbes article.
Discuss the “social” responsibilities for those who control these types of sites. Many are for children with additional responsibilities.
TheirSpace.com
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16. Application Programming Interface - Examples
Click images for homepages.
These are provided to stimulate discussion about the scope of EC. YouTube represents people. PayPal supports & makes possible
closure from marketing activities.
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17. Figure 6.2 A framework for E-commerce. (Source: Drawn by E. Turban)
Open for discussion on possibilities for expansion in EC in the future. Home security for keyless entry such as available for cars today.
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Table 6.2
Can you think of other benefits within each of these categories? Quick comparison shopping is facilitated with Internet technology.
How about in Society advantages for special needs employees? Now employable when previous they might not have been.
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Table 6.3
Provide opportunity to discuss counters for each of the limitations. Sellers & buyers, instead of waiting, could be in but at smaller scale so that
expertise/confidence could be built.
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6.2 IS Major EC Mechanisms
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E-Market Trends
Virtual Greats Profile
YouTube video hot link of current direction in virtual markets.
What is the impact to traditional business functions? In many ways, the brick & mortar business offering is in jeopardy because
people aren’t as likely to actually “go” shopping especially when what they want is less expensive & more conveniently offered
online.
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Electronic Catalogs
All of Your Suppliers’ Products in One Online Catalog
What is the difference between purely e-market companies versus those with physical & virtual presence?
Online catalogs, Catalogs.com, CollegeSource- are only click businesses while the others have a brick & mortar along with web presence.
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E-Auctions
What are some benefits to business of online auctions? They can sell overstock inventory. Can get a premium for something unique/high demand
item.
eBay conducts mostly forward auctions. What are the 2 types of forward auctions? See IT at Work, 6.1.
In reverse auctions, there is one buyer, usually an organization, that wants to buy a product or service. This prompts a request for quote (RFQ).
This is an example of a reverse auction.
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24. Copyright 2010 John Wiley & Sons, Inc.
E-Classifieds
stores
eBay case study
Discuss how these businesses, and those within them, have been formed. PayPal formed because customers did not want to purchase
online unless they could be guaranteed security.
For more, see link to eBay case study.
Does eBay’s 2003 change of business model, from pure auctions to adding classifieds and e-tailing make sense? Yes, it is a normal
business evolution.
Why are wireless auctions promoted? Definitely most cost effective.
business
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25. Bartering & Negotiations
The New Age of Bartering
Click images to homepages.
Interesting video for discussion.
Will these types of businesses have more/less opportunity for success depending upon the state of the economy? It depends. A
good marketer will promote the “experience” rather than the process…making it broader application.
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6.3 Business-to-Consumer Applications
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27. Electronic Storefronts
Click images for homepages.
May be used by retailers…business to consumer….but also by B2B-Dell is an example with a B2B application. They sell to both B2C & B2B.
Individual store versus electronic malls which is a collection of individual shops under one Internet address.
Task students to find examples of both B2C & B2B electronic storefronts. Perhaps ones they would like to introduce?
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Electronic Malls
shopping
Click images for hot links to home pages.
Stores under “one” Internet address.
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29. Amazon – King of E-Tailing
Jeff Bezos: The Wizard Of Web Retailing
Last Founder Standing
The Future of Reading
America's Best Leaders: Jeff Bezos, Amazon.com CEO
The founder of the massive online retailer is a true Internet pioneer
After reading these articles, answer the following questions:
What are the critical success factors for Amazoon.com? Great inventory. One stop shopping. Convenience. Reviews. Reasonable $.
What does it have over its competition? Recent product reviews. Reasonable $. Convenience.
What is the purpose of the alliances Amazon.com has made? Customer loyalty.
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Online Job Market
Discuss the huge function that these types of sites provide. Not just for those who are unemployed, but also for the recruiters who must
fill openings, too. These provide tremendous opportunity to sort through applicants quickly based upon a predetermined criteria. It
can be very cost effective & further reaching in attraction of viable candidates.
On the other hand, the maze may be very difficult for an applicant to maneuver through.
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Travel Services
Click images to homepages. Sites such as these have made it a most more competitive market for consumers. Discuss how.
Price shopping, benefit shopping much easier utilizing Internet resources.
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Real Estate Online
Why are these sites ideal for e-commerce? Best deals may be found much easier than physically visiting each one. Much more
cost effective when relocating to significant distances.
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6.4 B2B Applications
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34. ChemConnect Case Study
What are the advantages of the ChemConnect exchange? See IT at Work 6.4.
Why are there 3 trading places?
Why does the exchange provide information portal services?
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6.5 Major Models of E-Business: From E-Government to C2C
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E-Government to C2C
B2E – organizations disseminate information to employees over company intranet.
E2E – employees communicate with each other. I.e.: goods & services bought & sold among fellow employees.
SBU/SBU – company owned dealerships buy goods & services from main company. Improves internal supply chain operations.
E-Collaborative – digital technologies that enable collaboration.
E-Government – delivers information & services to citizens, business partners & suppliers. I.e.: G2C, G2B, G2G.
B2E – disaster messages, weather related, business specific.
E2E – furniture, crafts.
SBU/SBU – parts & supplier.
E-Collaboration – between organization & suppliers, vendors, etc.
E-Government – EBT transfers such as social security payments.
What are some others in each category? Task students to find.
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6.6 E-Commerce Support Services: Payment, & Order Fulfillment
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Figure 6.3 E-commerce support services. (Source: Drawn by E. Turban. Based on S.Y. Choi et al., 1997, p. 18.)
Give examples in each category. For instance, in marketing, interactive marketing has given capability for one-to-one advertising
through use of internet technologies.
Market research is facilitated by social networks now possible. Blogs are great, cheap ways to collect needs & wants data.
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39. Market Research Online
Click images to homepages. Examples of this very important category.
Why are these so important now? In the past, these activities were very expensive if collected one at a time. Bias would be extremely
common due to the expense of collecting vast cross-section of customer opinions.
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Table 6.4
Informational slide. There exist several alternatives for paying for goods & services on the Internet. The major ones are summarized
in this table.
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Figure 6.4
Student discussion of how the “trust factor” has changed just in the last few years. How identity theft has been guarded against by organizations.
Complete process of how credit cards work is shown in this figure.
How e-credit cards work. (The numbers 1-9 indicate the sequence of activities.) (Source: Drawn by E. Turban.)
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Figure 6.5
COOL! I’ll take a Diet Coke, please! This is very convenient especially on college campuses. There are a bazillion examples. Students name others.
RFID technology is integrated into mobile phone.
Refer to A Closer Look, 6.3.
The use of a mobile phone as an e-wallet.
(Source: Koichi Kamoshida/Getty Images.)
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Figure 6.6
Informational slide. A typical EC fulfillment process is shown in this figure. Process begins on the left. Some activities are
simultaneous & others are sequential.
Order fulfillment and the logistics system.
(Source: Turban et al., Electronic Commerce: A Managerial Perspective 2008, Exhibit 13.2, p. 591).
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6.7 Ethical & Legal Issues in E-Business
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Table 6.5
What are others? Check with better business bureaus for reports of complaints that may be available.
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6.8 Managerial Issues
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Managerial Issues
E-Commerce failures – common. Solid business analyses a must.
Failed initiatives within an organization.
Success stories & lessons learned should be shared.
Managing resistance to change.
Integration into business overall.
Lack of qualified personnel & outsourcing.
Managing impact on organization.
Alliances can be very helpful & productive.
Choosing appropriate strategy.
All of these are extremely important. Perhaps setting strategy & appropriate business model are most critical & set the overall framework.
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