Prese sented ed By Andre drew w J. Mar arsi siglia lia, , - - PowerPoint PPT Presentation

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Prese sented ed By Andre drew w J. Mar arsi siglia lia, , PhD, CCP Novembe mber 2010 Electr Electron onic ic Co Comm mmer erce ce (EC) (EC) is is The use use of of the he In Intern ernet or or no non-tr tradi aditiona

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SLIDE 1

Prese sented ed By Andre drew w J. Mar arsi siglia lia, , PhD, CCP Novembe mber 2010

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SLIDE 2

2 2 2 2 2

2

Electr Electron

  • nic

ic Co Comm mmer erce ce (EC) (EC) is is “The use use of

  • f the

he In Intern ernet or

  • r no

non-tr tradi aditiona ional forms

  • rms of
  • f elect

electron

  • nic

ic mar marketi ting ng be betwee een a co compa pany an and it it cus custom

  • mers

ers, su supplier iers, or

  • r ot
  • ther

her bus usine ness partners” (Ruppel, 2003, p. 33). Through

  • ugh EC

EC we we can can use use a PC PC or

  • r Smar

artp tphon

  • ne to

to con connect ect to to th the In Inter ernet to to globa bally lly:

Conduct Business Send & Receive Email Purchase Products

Acquire Research Information EC EC had pr prob

  • blem

lem-plagued agued gro rowth th that wa was onl nly recen cently tly over ercom come

Summary y of EC Life Cycle

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SLIDE 3

Requi uire res bus usine ness sses es change ange their eir idea a of ret etail il paradigm. igm. EC EC does es not

  • t only

ly have e pot

  • tential

ential to generat nerate e bus usines iness, , but ut rather her, , it change nges the e point nt-of

  • f-pur

purch chase se. . (Wigand, 1997) Macro-Level el consideration nsiderations s (Freeman, 1998)

Customer

  • mers need

d to trust t the e purchas ase e mechan hanis ism or webs bsit ite. e. Must be a viabl able pro roduct duct or servic ice e mix. Shop

  • pping

ping experien ience ce must be conven enien ient t to customer

  • mers

Customer

  • mers must

t be satisfied ied with th the e purchas ase

3 3 3 3 3

3 Summary y of EC Life Cycle

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SLIDE 4

If the e EC EC system em is perceiv eived ed to be too

  • risky

ky , cus ustom

  • mer

ers s will not

  • t us

use it. EC EC system em mus ust t be reliable able EC EC system em mus ust t have e low w risk The higher the EC system‟s reliability ability and the e lower er its risk, the greater the customer‟s trust The higher the customer‟s trust, the e highe her r the e probabil babilit ity y the e EC EC site e will suc ucceed ceed.

Reliability Risk 1.0 1.0

4 4 4 4 4

4 Summary y of EC Life Cycle

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SLIDE 5

Impl plementatio ion n and d Success of EC with h Known

  • wn

Partne ners

Busine ness Need fo for

 Electronic product

promotion

 Information provision  Transaction

processing

Trus ust of Customer

  • mers &

Supp ppli liers Abil ility ity to Secure Interactio ion n with h customer

  • mers and

nd suppl plie iers

5 5 5 5 5

5 Summary y of EC Life Cycle

Source: (Ruppel, 2003, p. 32)

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SLIDE 6

Stage 1 Hype & Experi rimentatio ion Stage 2 Retrenchment & Sobriet riety Stage 3 Sustain inabilit ility Stage 4 Focus & Fragmentation

Rapid id & Erratic ic Change nge Slower

  • wer & M

More e Pred edic ictable le Change nge Stabili ility y with Predictab ctable le Cyclical lical Patter erns ns Dif iffer erentiation entiation by Low Prices ices or Speci cializatio lization E-taili iling ng Revolut lution: ion: The Wild ld Wide e Web Early ly e-tail il pionee neers forced ced to adapt pt or die.

  • e. Surviv

iving ing best of breed ed specia ecialis lists adapt pt and increa ease e their ir odds of surviv ival and a few ew become

  • me success

ccessful ul settler lers Consol

  • lid

idation ion Increa eased ed busines iness effici icienc encies ies increa eases es abili ility to offer er lower wer prices ces Entrepr epreneu eneurial ial pioneers neers pursue ue ambit itious ious & undis iscip cipli lined ned expans ansion

  • n

Focus cus strategy egy throug ugh cost-lead leader ership ip or dif iffer erentiation entiation Integr egrated ed multic ichanne nnel l systems ems High Start-up up & Failur ilure e Rate Physica ical l store

  • re retailer

ilers are in acknowled knowledgemen ement and adapt ptation.

  • ion. Thes

ese e eventual ntual market ket leader ers enter er from m other er sector ctors and channe nnels using ng various

  • us modes

es of entry: y: direct ect, , acquisition, alliance and „clicks and bricks‟ Mass-cus customiz

  • mization

ion and hyper er- target geting ing facilit cilitates es person

  • nalizati

lization

  • n

Opport

  • rtunis

unistic ic exper perimentation imentation with many y novel l forma mats that def efines ines e-tailing‟s basic function nction and nd form Micr icro-comm

  • mmunities

unities served ed throu

  • ugh

gh brand nded ed channe nnels ls Infome

  • medaries

ies and co-opt

  • ptio

ion n via allianc liances es, , marke keting ing relations ionship ips, networ works ks and open n systems ems and cross retail il coll llaborations

  • rations occur

cur in a period of „Wikinomics‟ Physica ical l store

  • re retailer

ilers fear being „Amazoned‟ – are in shoc

  • ck

k and denia nial Physica ical l stores

  • res still

ll domina minate Fragmentation gmentation involv

  • lving

ing exper perimentation imentation Shakeout: keout: A domin

  • minant

nt model el emer erges. ges. Maturi urity: : Compe petit itiv ive e advant ntages es are based ed on operationa ional effici icienc encies ies based ed on incremental cremental improv

  • vemen

ements and

  • ffer

ering ing distincti istinctive e value. e. Disrupt uptiv ive e Inno novations ions Sustaining ining Compet petit ition ion Based on

  • n

Functi ctiona nalit lity Low w Consume umer Trust Level el Low w High gh Compet petit ition ion Based

  • n Reliabi

iabilit lity Compet petit ition ion Based on Conveni enienc ence e & Price ce

Adapted from (Williams, 2009, p.227)

6 6 6 6 6

6 Summary y of EC Life Cycle

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SLIDE 7

Technolo logy Pre-In Interne rnet Stage 1 Hype & Experim rimentation Stage 2 Retrenchment & Sobrie riety Stage 3 Sustain inabilit ility Stage 4 Focus & Fragmentation

Year 1983 1983- 1990 1990-1995 1995 1995 1995-2000 2000 2000 2000-2003 2003 2003 2003-2010 2010 Commun munica ication

  • ns –

Acces cess to Inter ernet net Direct ect Dial l @ 28kbps, ps, Low w Speed ed Inter ernet net via Telephon lephone e @ 56kbps ps - Low w Speed eed T1, DSL L Cable le @ 1-2M 2Mbps ps Mod

  • der

erate e Speed ed DSL, L, Cable, le, Mobile le High Speed ed DSL, L, Cable, le, Mobile le Up to 24Mbps ps High Speed ed Pred edomin

  • minant

nt Acces cess Devices ices PC using ng CP/M /M or MSDOS, , Termi mina nals, ls, Inter eracti ctive e Voice ce Respons ponse e (IVR) PC using ng MSDOS OS or Wind ndow

  • ws 95, IVR

PC using ng Wind ndow

  • ws,

, Mobil ile e Phones nes PC & Smart Phones nes Optimize imized for Inter Internet net Brows

  • wsing

ing PC & Smart Phones nes Optimize imized for Inter ernet net Brows

  • wsing

ing Types es of Electr ectron

  • nic

ic Commerce merce EDI, I, EFT, , Electr ectron

  • nic

ic Bull lleti etin n Boards Simpl ple e Trans nsacti ction

  • ns,

APOLLO, LLO, SABRE, Telephon lephone e Banking nking Proced cedure ure Coding ing System em (PCS) ) – based applicatio lications ns for mobile ile phones nes Elect ectron

  • nic

ic Shoppi pping, ng, Elect ectron

  • nic

ic Banking, nking, Gover ernme nment nt Servic ices es Full-fled edged ged EC utiliz lizing ing Pure-Play lay & & Clicks icks-and nd-Bricks icks busines inesses es Consumer sumer Acceptanc ceptance B2C – Very Low B2B - Mod

  • der

erate Low w Ver ery High 7 7 7 7 7

7 Summary y of EC Life Cycle

Types of Electronic Commerce adapted from (Wigand, 1997, p. 6)

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SLIDE 8

EC EC has made de disr sruptiv tive e imp mpact ct bus usiness iness & c comm mmerce ce similar lar to other

  • ther

pur urchas asing ing innovati tions

  • ns:

Post-Civil ivil War introd roduct uction

  • n of mass ret

etai ail purchasi sing ng Mail Mail-or

  • rder

der shopping ng Big-box x discou count t stores es

Despi pite e fitful start, t, EC EC has provided vided signi nific icant ant benef nefit its: s:

New avenu nues s of pro roduct duct purchase ses Effici icient, ent, conveni enient, ent, cost t effect ectiv ive e informati

  • rmation
  • n retri

etrieval al

“Electronic technology has changed the way we think about money and monetary value. It‟s changing the way companies organize themselves and do business.” (McDougall, 1995, p.1)

Summary y of EC Life Cycle le 8

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SLIDE 9

9 9 9 9 9

9 Summary y of EC Life Cycle

Freedm edman, an, L. (1998). . E-Commer erce e = Evo volution lution or Evo volution.

  • lution. Discount

unt Merchand ndiser iser, , 38(8), , pp. 130-133. McDoug

  • ugall

all, , B. (1995). . Electr tronic

  • nic Evolutio

volution.

  • n. Canad

nadia ian n Banker er, , 102(5), , pp. 25-35. Ruppel, el, C. U.-Q.

  • Q. (2003).

. E-Commer erce: e: The role of trust, , securit rity, , and type e of e-com

  • mmer

erce e involv

  • lvem

emen ent. . e-Ser ervic ice e Journ rnal, , 2(2), , 25-44 44. Wigand and, , R. &. (1997). . Electronic

  • nic Commer

erce: e: Definit inition, ion, theor

  • ry,

, and context. . The Inform formation ion Society ty, , 13(1), , 1-16. Williams liams, , D. (2009). . The Evolut volution ion of E-Tail ilin ing.

  • g. Intern

ernati tiona

  • nal

l Review ew of Reta etail, il, Distrib ribution ution & Consumer nsumer, , 19(3), , 219-249.