B2B : How to Build a Profitable E-Commerce Strategy

by Cunningham, Michael J.

• ISBN13: 9780738203348
• ISBN10: 0738203343
• Format: Hardcover
• Copyright: 2000-10-01
• Publisher: Perseus Books Group

Summary

In B2B, it's not a matter of winning or losingit's getting into the game that matters.Companies on the Internet fast track are buzzing about the unquestionable potential of B2B e-commerce. And why not? Reliable estimates suggest that trillions of dollars will be transacted over the Web in the next few yearsand the bulk of that will occur in the business-to-business space. For all of the discussion, however, this vast frontier of Internet commerce is still unexplored by most companies with the potential to profit. They simply don't know how to move beyond the hype to get started.B2Bprovides the first definitive blueprint for creating a profitable business-to-business Web strategy. It describes phenomenal B2B success strategies such as those used by VerticalNet, Travelocity, and Cisco, and details smaller operations moving into the B2B market to illustrate howanycompany can navigate this space. Michael Cunningham, a leading expert in B2B strategy and technology, breaks this previously cryptic topic down into actionable steps. B2B, Cunningham explains, is as old as business itselfwhat is new is the speed at which new and more efficient business connections and services can be made. He describes specific ways B2B cuts transaction expenses, aggregates buying power, and exploits the efficiencies of single and specialized markets. Not to be missed,B2Bis the first book to provide a how-to game plan for succeeding at the greatest opportunity yet in online business.

Table of Contents

Preface	ix
Acknowledgments	xiii
Fundamentals of B2B E-Commerce	1	(24)
Big and Bigger	3	(3)
The Internet Is the Foundation for B2B	6	(7)
Digital Markets	13	(9)
Trends	22	(3)
A New Focus	25	(14)
The Evolution of Internet Markets	25	(3)
Relationships	28	(2)
Branding	30	(2)
Industry and the Supply Chain	32	(1)
Marketing Issues	33	(3)
Technology	36	(2)
Leveraging Business-to-Consumer Initiatives	38	(1)
Innovation in Action: B2B Best Practices	39	(16)
Does One Size Fit Many?	39	(1)
Bricks and Mortar to Clicks and Mortar	39	(3)
Companies in Transformation	42	(4)
Crossovers from the B2C World	46	(2)
Business Exchanges and Intermediaries	48	(3)
Best Practices	51	(4)
Building Alliances	55	(24)
Partners and Partnerships for a B2B World	56	(1)
Partners---Who Needs Them?	56	(3)
B2B Business Traits	59	(2)
MyPartnerNetwork.com	61	(4)
Tactical Factors for Partnerships	65	(14)
Selecting B2B Applications, Services, and Software	79	(20)
The Application Framework	80	(6)
B2B Destinations	86	(4)
Application Builders and Providers	90	(9)
Essential E-Commerce Technologies	99	(30)
Web Fundamentals	99	(3)
Security	102	(4)
Transactions	106	(9)
Authoring Tools and Content Management	115	(5)
Knowledge Management	120	(3)
Customer Relationship Systems	123	(2)
Ad Management	125	(1)
Portal Development Software	126	(1)
Summary	127	(2)
Designing a B2B Business	129	(22)
Getting Started	129	(2)
Designing Your Own Company	131	(3)
Outcomes	134	(1)
Sales	134	(6)
Marketing	140	(6)
Service and Support	146	(1)
Content	147	(2)
Integrating Technology	149	(2)
The River Wild: Changing an Organization in Real Time	151	(12)
Risk and the Corporate Culture	151	(1)
The Magic Bullet	152	(1)
Change Practices	153	(1)
Workflow	153	(5)
Culture and How It Affects Strategy	158	(2)
Building In Best Practices	160	(3)
Last Words on B2B Strategy	163	(8)
Relationships	163	(3)
Organizational Change	166	(1)
Technology	167	(1)
An Integrated Strategy	168	(2)
B2B	170	(1)
Glossary	171	(16)
Recommended Reading	187	(2)
Index	189