By Marc J. Epstein
After a decade of treating the subject of e-commerce with awe and confusion, we will now step again and learn the topic extra objectively. From launching an digital storefront to handling advanced offer chain operations, so much businesses have ventured into e-commerce; yet even the best-run bricks-and-mortar firms have run into snags within the digital global. Even effective Wal-Mart, for instance, took its site via a number of redesigns and revenues techniques, and Borders ultimately outsourced its net revenues activites to rival, Amazon. regardless of the horror tales of abysmal customer support, misplaced info, catastrophic meltdowns, and the excesses of the dot.com increase, the web is now an important instrument and medium for undertaking company. this present day, the most important query isn't even if your company should still put money into e-commerce, yet how one can achieve this so much profitably.In enforcing E-Commerce options, Marc Epstein is going past the hype to target the sensible angles of designing, executing, and effectively coping with an e-commerce method that works on your corporation. whereas many books have addressed the what and why of e-commerce, Epstein zeroes in at the elusive how. Showcasing the reviews of 32 businesses (both successes and screw ups) in a wide selection of industries, he explores such matters as company tradition and powerful management from the administrative suite, integrating e-commerce into company procedure, aligning pursuits, accountabilities, and function metrics to aid e-commerce tasks, and construction structures which can degree the price of your e-commerce investments. No company can keep away from e-commerce—and its ability for developing fantastic possibilities or wasting your time and assets. How your enterprise handles those demanding situations may actually confirm even if it's going to continue to exist.
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Additional info for Implementing E-Commerce Strategies: A Guide to Corporate Success after the Dot.Com Bust
If the company decides to enter or expand e-commerce, it cannot hamstring the venture by insisting on such short-term requirements throughout. E-commerce has also led many companies to create performance measures other than revenue, ROI, and traditional financial indicators. Some of the new, poorly designed performance measures have had a disastrous effect on strategy implementation. For example, indiscriminate customer acquisition and attempting to maximize revenue through online advertising often have negative implications for long-term profitability.
Senior managers must decide how to organize, finance, manage, and provide IT solutions for e-commerce. I encourage a perspective that looks at the various alternatives and generally propose a structure that leads to full integration of e-commerce throughout the fabric of the organization. The company should avoid the temptation of small benefits in one company segment in favor of the larger benefits of total or near-total integration. Appropriate systems must also be implemented to ensure the successful integration of e-commerce.
Chapter 1 provides an executive summary of findings and articulates sixteen characteristics of successful e-commerce firms. Without examining all of the industry specifics or examining the full dynamics of the measurement systems for the payoffs of e-commerce, it is a blueprint that will clearly guide companies in the right direction. LEADERSHIP To move forward with e-commerce, the CEO and other senior managers must pursue several initial activities. Leadership comprises words and deeds, explicit and implicit behavior, control of purse-strings, and leadership by example.