Doing E-Business: Strategies for Thriving in an Electronic Marketplace

by David Taylor; Alyse D. Terhune

• ISBN13: 9780471436836
• ISBN10: 0471436836
• Format: eBook
• Copyright: 2002-03-01
• Publisher: Wiley

Summary

Strategies for becoming a fully functional E-business This book provides executives, managers, and entrepreneurs with practical ideas and techniques that will help them improve the way they implement and manage E-commerce and E-business. The authors have been E-business strategy consultants for over a decade, and this book is based on their experiences working with hundreds of Fortune 500 companies and dot com startups. The book is filled with examples of how companies across industries have used the Internet to sell in business-to-business E-marketplaces, as well as direct to consumers, and the problems they have encountered in the process. The book also covers many topics that other E-business books miss, including the impact of the Net's underground economy and how to involve customers emotionally with a Web-based business. David Taylor and Alyse Terhune (Stamford, CT) founded eMarket Holdings, LLC, an E-business strategy consulting firm in 1999. They have been e-commerce and e-business consultants for over a decade, primarily at Gartner Group, Inc.

Table of Contents

Acknowledgments	xi
Introduction	1	(1)
The Golden Rules of E-Business	2	(5)
E-Consumers: Power to the People	7	(16)
Turn Internet Information into Power	9	(2)
Refuse to Pay for Content	11	(1)
Get Paid to Shop Online	12	(1)
Start Multiple Web Businesses	13	(1)
Band Together: Demand Aggregation	14	(1)
Agents and Bots Amplify Consumer Power	15	(1)
Consumer Power Drives Commoditization	16	(1)
Practical Strategies for Coping with Powerful Consumers	17	(4)
Conclusion	21	(2)
Building E-Motionally Involving E-Businesses	23	(18)
What People Do on the Internet	24	(1)
How People Feel about the Internet	24	(2)
How People Feel about E-Businesses	26	(9)
Practical Strategies for Creating Emotional Involvement	35	(5)
Conclusion	40	(1)
From E-Tailing to Consumer Automation	41	(20)
Profit Warning	41	(2)
E-Tailing Is about Efficiency	43	(1)
Household Management Applications	43	(1)
As E-Tailers Die, Is There Life below the Top Tier?	44	(3)
Important E-Tailing Trends to Watch	47	(4)
Practical Strategies for E-Tailing Success	51	(8)
Conclusion	59	(2)
Building and Managing Microbrands	61	(20)
The Components of Brand	61	(1)
The Emergence of Microbrands	62	(2)
When Does a Web Site Become a Brand	64	(7)
Obstacles to Building Microbrands	71	(4)
Practical Strategies for Building Microbrands	75	(4)
Conclusion	79	(2)
Can Customer Loyalty Survive the Web?	81	(20)
Provide a Quality Product or Service	83	(1)
Personalize and Humanize Interactions	84	(1)
Loyalty and Emotions	85	(1)
Be Honest and Trustworthy, and Protect Privacy	86	(1)
Violating Customer Trust: An Example	87	(3)
Practical Strategies for Improving Online Loyalty	90	(9)
Conclusion	99	(2)
How to Compete with the Unknown	101	(24)
Deconstruction and Reconstruction: The Tactical Quagmire	102	(2)
Strategic Planning and Context	104	(1)
Fear of Amazon in the E-Age: Competitive Strategy for Discontinuous Change	105	(1)
Porter's Framework in Context	106	(8)
The Human Factor in the Age of Technology	114	(3)
Business Avatars: Closing the Gap	117	(3)
Practical Strategies for E-Age Vision	120	(4)
Conclusion	124	(1)
Web Channel Conflict	125	(24)
The Value Chain in Crisis	126	(3)
The Metamorphosis of the Value Chain	129	(2)
Drivers of Channel Conflict	131	(5)
Competition from All the Angles	136	(3)
Channel Conflict 101	139	(6)
Practical Strategies for Channel Conflict Preparedness	145	(2)
Conclusion	147	(2)
The End of Fixed Pricing	149	(24)
Perfecting Supply and Demand	149	(2)
Cyberaggregation and Its Effect on Price	151	(2)
Price Transformation in the E-Age	153	(6)
Shopping Bots and Their Effect on Pricing	159	(3)
Counterbalancing Price Erosion	162	(5)
Adverse Pricing: The Dark Side	167	(2)
Practical Strategies for Pricing	169	(2)
Conclusion	171	(2)
Emerging E-Commerce Business Models	173	(22)
The Chaos Factor	173	(3)
Online E-Commerce Models	176	(13)
Making Money: Online Revenue Models	189	(2)
Practical Strategies for Web-Speed Business Model Adaptation	191	(3)
Conclusion	194	(1)
The Evolution of B2B E-Markets	195	(26)
The Future of Electronic Markets	195	(4)
B2C and B2B Commerce Myths and Realities	199	(12)
The E-Market Opportunity	211	(3)
The Cybermediary Competitive Landscape	214	(4)
Practical Strategies for E-Market Management	218	(2)
Conclusion	220	(1)
Collaborative Business Communities	221	(20)
Interpersonal versus B2B Collaboration	222	(1)
Measuring B2B Collaboration	223	(1)
Implementing B2B Collaboration	224	(1)
Coercion Drives Collaboration	225	(2)
Required Process Changes	227	(2)
Next-Generation Collaboration	229	(6)
Practical Strategies for Collaboration	235	(3)
Conclusion	238	(3)
E-Business Technologies: Realizing Their Potential	241	(24)
Communication Technologies	242	(3)
Wireless	245	(2)
Decentralized, Peer-to-Peer Networks	247	(4)
Streaming Media	251	(3)
Communicating Devices	254	(4)
Biometric Technologies	258	(1)
Business Avatars	259	(3)
Practical Strategies for Emerging Technologies	262	(1)
Conclusion	262	(3)
Conclusion: Top E-Business Trends and Practical Strategies	265	(12)
Appendix: Selected Web Sites Used or Referenced in Our Research	277	(10)
Index	287