Creating a Winning E-business

by Napier, H. Albert; Rivers, Ollie N.; Wagner, Stuart

• ISBN13: 9780619217426
• ISBN10: 0619217421
• Edition: 2nd
• Format: Paperback
• Copyright: 2005-12-22
• Publisher: Cengage Learning

Summary

Creating a Winning E-Business, Second Edition illustrates the processes involved with planning, starting, and marketing a new e-business in today's environment. Four types of cases are used in this practical, entrepreneurial guide to provide a real-world approach, including a book-long running case study complimented by chapter specific real-world case studies that open and close each chapter. Additionally, case studies that feature both successful and unsuccessful ventures are found throughout the book enabling students to learn from the actions of others. A new chapter on Affiliation programs (such as Amazon.com?s Associates program) is featured and all chapters are updated to reflect industry changes since the publication of the first edition.

Author Biography

H. Albert Napier is the Director of the Center on the Management of Information Technology and is a Professor at Rice University.

Table of Contents

Preface	xv
Understanding E-Business	1	(36)
E-Business Basics	2	(1)
The Internet and World Wide Web	3	(5)
What Is the Internet?	3	(1)
A Brief History of the Internet	4	(2)
A Brief History of the World Wide Web	6	(1)
Internet and Web Demographics	7	(1)
E-Business and the Global Economy	8	(8)
E-Business Advantages and Disadvantages	13	(1)
E-Business Value Chains	14	(2)
E-Business Models	16	(14)
Business-to-Consumer (B2C)	17	(3)
Business-to-Business (B2B)	20	(3)
Business-to-Government (B2G)	23	(2)
Consumer-to-Consumer (C2C)	25	(2)
Consumer-to-Business (C2B)	27	(3)
Chapter Summary	30	(1)
Checklist	30	(1)
Key Terms	31	(1)
Review Questions	31	(2)
Exercises	33	(1)
Case Projects	33	(1)
Team Project	34	(1)
For Further Study	34	(1)
End Notes	34	(3)
Defining Your E-Business Idea	37	(36)
The Entrepreneur and the Entrepreneurial Process	38	(4)
The Entrepreneur	38	(2)
The Entrepreneurial Process	40	(2)
Factors Affecting E-Business Success	42	(10)
The Network Effect	42	(3)
Innovative Marketing Ideas	45	(2)
Scalability	47	(1)
Ease of Entry into Electronic Markets	48	(3)
Adaptability to Change	51	(1)
Exploiting E-Business Advantages	52	(14)
Expand the Market	52	(1)
Acquire Greater Business Visibility	53	(3)
Maximize Customer Relationships and Improve Responsiveness	56	(2)
Create New Products and Services	58	(3)
Reduce Costs	61	(5)
Chapter Summary	66	(1)
Checklist	66	(1)
Key Terms	67	(1)
Review Questions	67	(1)
Exercises	68	(1)
Case Projects	69	(1)
Team Project	69	(1)
For Further Study	69	(1)
End Notes	70	(3)
Creating an E-Business Plan	73	(38)
Business Plan Organization	74	(26)
Cover Sheet and Title Page	78	(2)
Table of Contents	80	(3)
Executive Summary	83	(1)
Vision and Mission Statements	84	(3)
Business Description	87	(1)
Products or Services	88	(1)
Marketplace Analysis	89	(2)
Operational Plan	91	(1)
Financial Plan	92	(4)
Management Plan	96	(3)
Issues Analysis and Critical Risks	99	(1)
Exit Strategies	99	(1)
Appendices	100	(1)
Legal Forms of Organization	100	(1)
E-Business Partnerships	101	(3)
Chapter Summary	104	(1)
Checklist	104	(1)
Key Terms	105	(1)
Review Questions	105	(1)
Exercises	106	(1)
Case Projects	107	(1)
Team Project	107	(1)
For Further Study	108	(1)
End Notes	108	(3)
Getting Your E-Business Off the Ground	111	(34)
Startup Financing	112	(8)
Informal Investors	112	(6)
Venture Capital Investors	118	(2)
Pitching Your E-Business to Investors	120	(5)
Business Incubators	125	(10)
Non-Profit Business Incubators	125	(3)
Commercial Business Incubators	128	(4)
Self-Incubation	132	(3)
Chapter Summary	135	(1)
Checklist	136	(1)
Key Terms	136	(1)
Review Questions	137	(1)
Exercises	138	(1)
Case Projects	139	(1)
Team Project	139	(1)
For Further Study	140	(1)
End Notes	140	(5)
Operating Your E-Business	145	(54)
Startup and Operational Challenges	146	(1)
Legal Issues	146	(4)
Copyrights and Trademarks	147	(1)
Content Liability and Customer Information Privacy	148	(2)
Taxation	150	(1)
Commercial Office Space	150	(2)
Hiring Employees	152	(5)
Electronic Payment Methods	157	(18)
Credit, Debit, and Charge Card Payments	157	(8)
Other Electronic Payment Methods	165	(10)
E-Business Technologies	175	(8)
Front-End and Back-End Systems	175	(2)
E-Business Software	177	(6)
Outsourcing Operations	183	(6)
Outsourcing Web Hosting to an ISP or Web Hosting Company	183	(1)
Outsourcing Web-Based Software Applications	184	(1)
Outsourcing Order Fulfillment Management	185	(4)
Chapter Summary	189	(1)
Checklist	190	(1)
Key Terms	190	(1)
Review Questions	191	(1)
Exercises	192	(1)
Case Projects	193	(1)
Team Project	193	(1)
For Further Study	194	(1)
End Notes	194	(5)
Marketing Your E-Business	199	(56)
Marketing Mix	200	(1)
Building Your Brand	201	(9)
What Is a Brand?	202	(1)
Building Your E-Business's Brand	203	(7)
Market Research	210	(5)
Creating a Marketing Plan	215	(3)
Marketing Plan Elements	215	(3)
Marketing Tools	218	(27)
Search Tool Submissions	219	(6)
Search Engine Optimization (SEO)	225	(6)
Public Relations	231	(1)
Advertising	231	(7)
Other Promotion Tools	238	(7)
Chapter Summary	245	(1)
Checklist	246	(1)
Key Terms	246	(1)
Review Questions	247	(1)
Exercises	248	(1)
Case Projects	249	(1)
Team Project	249	(1)
For Further Study	250	(1)
End Notes	251	(4)
Taking Advantage of Affiliate Marketing	255	(28)
Online Affiliate Marketing Programs	256	(11)
Affiliate Programs as a Marketing Tool	260	(4)
Affiliate Programs as a Revenue Source	264	(3)
Affiliate Tracking Systems	267	(5)
Affiliate Management Networks	268	(2)
Affiliate Tracking Technologies	270	(2)
Affiliate Marketing Risks and Challenges	272	(3)
Cookie Stuffing and Parasiteware	272	(1)
Spammers	272	(1)
Blocking Software	273	(2)
Chapter Summary	275	(1)
Checklist	276	(1)
Key Terms	276	(1)
Review Questions	276	(2)
Exercises	278	(1)
Case Projects	278	(1)
Team Project	279	(1)
For Further Study	279	(1)
End Notes	280	(3)
Designing Your Web Site	283	(42)
Web Site Planning Process	283	(3)
Web Site Business Objectives	284	(1)
Web Site Audiences	284	(2)
Web Site Organization	286	(7)
Web Site Pages	286	(3)
Web Site Structure	289	(3)
Web Site Storyboard	292	(1)
Useful and Attractive Web Pages	293	(19)
Accessibility and Usability	294	(3)
Consistency Across Site Pages	297	(2)
Navigational Elements	299	(6)
Page Layout	305	(3)
Writing for the Web	308	(1)
Color	309	(2)
Images and Multimedia	311	(1)
Web Design Outsourcing	312	(3)
Chapter Summary	315	(1)
Checklist	316	(1)
Key Terms	317	(1)
Review Questions	317	(2)
Exercises	319	(1)
Case Projects	319	(1)
Team Project	320	(1)
For Further Study	320	(1)
End Notes	321	(4)
Understanding Web Technologies	325	(40)
Web Site and Page Development Tools	326	(20)
Markup Languages	326	(4)
Text Editors and Web Authoring Software	330	(7)
Multimedia Tools	337	(6)
Tools for Interactive Web Page Elements	343	(3)
Web Site Testing	346	(1)
Evaluating Web Site Performance	346	(9)
Web Site Benchmarking	346	(1)
Web Analytics	347	(8)
Chapter Summary	355	(1)
Checklist	356	(1)
Key Terms	356	(1)
Review Questions	357	(1)
Exercises	358	(1)
Case Projects	359	(1)
Team Project	359	(1)
For Further Study	360	(1)
End Notes	361	(4)
Securing Your E-Business	365	(30)
Risk Management	366	(4)
Business Continuity Planning	370	(1)
Business Records Management	371	(2)
Network and Web Site Security	373	(9)
Viruses, Worms, and Trojan Horses	374	(2)
Unauthorized Network Access and Theft of Proprietary Information	376	(4)
Distributed Denial of Service Attacks	380	(1)
Web Site Defacement	381	(1)
Security Audits and Penetration Testing	382	(4)
Chapter Summary	386	(1)
Checklist	387	(1)
Key Terms	387	(1)
Review Questions	388	(1)
Exercises	389	(1)
Case Projects	389	(1)
Team Project	390	(1)
For Further Study	390	(1)
End Notes	391	(4)
Appendix Creating a Web Site with Microsoft FrontPage	395	(20)
Starting FrontPage	395	(2)
Menu Bar, Standard Toolbar, and Formatting Toolbar	397	(1)
Status Bar	397	(1)
Page Sub Views	397	(1)
Using a Wizard to Create a Web Site	397	(10)
Viewing a Web Site in Different FrontPage Views	407	(6)
Closing the Web Site Folder and the FrontPage Program	413	(2)
Glossary	415	(16)
Index	431	(8)
Table of Permissions	439