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Contents
Introductions E-business technology E-business markets and models E-business economics E-marketing Management of e-business
Contents (cont.)
E-business strategy : Formulation E-business strategy : Implementation E-business strategy : Evaluation The internet : law, privacy and security E-business in the future
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Introduction
Defining e-business The development of the new economy Types of e-business and related industries The growth of e-business Use of the internet Key people
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Defining e-business
E-business can be defined as the use of the internet to network and empower business processes, electronic commerce, organizational communication and collaboration within a compay and with its customers, suppliers, and other stakeholders E-business utilise the internet, intranets, extranets and other networks to support their commercial processes
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E-commerce is the buying and selling, marketing and servicing of products and services via computer networks E-business and e-commerce are often used synonymously Chaffey (2004) e-commerce can best be conceived as a subser of e-business
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This terms are used to define the distinct contributions to the economy through use of the internet, digital technology, or information and communications technology (ITC). Called new economy based on entrepreneurship in knowledge creation and sharing, innovation and creativity, and utilising information technology for developing and selling new products and services.
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The new economy has been boosted by the development of the infrastructure that supports the internet, ICT and digital technology The internet has opened up the possibility of exchanging information, products and services around the globe without any restrains of time or distance. This has given rise to the concept of the boundaryless organization
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Digital Convergence
Content Interactive Multimedia Computing Experience Communications
Hal penting dalam perubahan teknologi terhadap tata kehidupan manusia adalah dapat disatukannya tiga kegiatan pokok yaitu computing, communication dan content dalam satu sistem yaitu multimedia.
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Networked
Individuals
Marketing
Internet Marketing
Technology
Economics
The Web is fundamentally about individuals using a network to access digital products
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Isues
Economy factors Market Competition Structure Value driver Business Factor Organisation Production Growth driver Technology driver Competitive advantage Relationships Hierarchy Mass Stable National
Old economy
New economy
Dynamic and complex International and global Service Human capital Network or virtual Flexible, customised Innovation and knowledge Digital and electronic Innovation, speed, quality Collaborative Dynamic, segmented Multiple and flexible Lifelong learning Collaborative Insecure, opportunistic 13
Capital and labour Machines Low cost/high production Independent Stable Specialised Trade orientated Confrontational Stable
Consumer factors
Tastes Skills Educational needs Workplace relations Nature of employment
New Economy
Organize by customer segments Focus on customer lifetime value Look also at marketing scorecard Focus on stakeholders Everyone does the marketing Build brands through behavior Focus on customer retention and growth Measure customer satisfaction and retention rate Underpromise, overdeliver
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Procter & Gambles Reflect.com site allows customers to design their own beauty products
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Types of e-business and related industries Radically transformed by development of the internet and related technologies.
B2B B2C C2C
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Consumers
Ease of access Ease of use Access to market information Lower prices Personalisation Customisation Network externalities One-to-one customer service Access to internet community empowerment
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%
Play games
Bank online Look for jobs School material Download videos Listen to radio Chat Genealogy Distance learning Read blogs
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87 83 78 77 74 66 61 56 51
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45 42 40 33 33 26 21 21 17
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Key People
Tim Berners Lee Marc andreeson Bill gates Michael Dell Jerry Yang Pierre Omidyar Jeff Bezos
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Business Decisions
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Key Stakeholders
Owners
Entrepreneurs Co-owners Stockholders
Creditors Employees
Managers
Suppliers Customers
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Exhibit 1.1
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e-business e-business
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business online
Success Stories
Dominos Pizza Managhans bought bankrupt pizza parlor Started with little funding Now generates sales of $1 billion per year Jeremys Micro Batch Ice Cream Applied microbrewery concept to ice cream Makes ice cream in small batches, sold in limited editions Glow Dog, Inc. Sells light-reflective clothing for pets After two years, average annual sales of $1 million 26
Lessons to Remember
Successful businesses do not require a great invention.
Many focus on making life more convenient for customers.
Some business ideas will fail but entrepreneurs can learn from failures and make revisions.
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Impact of Technology
Technology defined
Knowledge or tools used to produce products and services
Information technology
Represents over 1/3 of the growth in U.S. output Reduces cost of producing products Workers in technology industries earn more than workers in other industries. 28
Impact of Technology
E-business or e-commerce
Use electronic communications to produce or sell products and services
Sales to individual customers B2B e-business: transactions between a business and its suppliers Generates $301 billion in revenue and creates 1.2 million jobs each year
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Successful EBusinesses
Started out small Created to sell a product or service that was not offered by competitors Transformed how traditional firms conducted business
Improved communication with customers Improved information flow Improved efficiency Complemented traditional business operations
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E-Business Examples
Amazon
Online seller of books, music and other products Low overhead costs allow price discounting
Yahoo!
Internet search engine and the most visited site on the Web Offers variety of services - free email, web page hosting, custom-designed start-up pages Generates revenue by selling advertising
eBay
Online auction service
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Marketing
Means by which products and services are developed, priced, distributed, and promoted to customers
Finance
Means by which firms obtain and use funds for their business operations
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Information systems
Information technology, people, and procedures that provide appropriate information to make effective decisions
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34 Exhibit 1.4
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Which is more important for developing an e-presence: the agility of a pure click company, or the well defined and readily identifiable resources of a traditional brick and mortar company?
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A Business Plan
Detailed description of the proposed business
Description of the product or service Types of customers the business would attract Competition Facilities needed for production
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Financial Plan
Financing Feasibility
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Online Resources
Advice and basic information
Yahoos Small Business site American Express Small Business Administration
Financing Options
Quicken Small Business Garage.com The Elevator
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44 Exhibit 1.6
45 Exhibit 1.7