Road map for e-business implementation in Extended Enterprise
Presentazione progetto e-Volution
ing. Roberto Citarella
Dip. di Ingegneria Meccanica
Università di Salerno
Project funded by the European Community under the ‘Competitive and Sustainable Growth’ Programme (1998-2002)
DISSEMINATION MEETING – 25 FEBRUARY, 2005 – SALERNO, ITALY
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Road map for e-business implementation in Extended Enterprise
e-business in European SMEs
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Business reality does not display the importance of e-business yet, partly ignorance of strategic importance
Widely satisfaction with e-business, but no euphoria
Current focus on e-commerce activities
Most significant impacts of e-business still concern internal business processes
Real potentials are in the value chain
Unused potentials of ICT and e-business as the key enablers for Extended Enterprises
Project funded by the European Community under the ‘Competitive and Sustainable Growth’ Programme (1998-2002)
DISSEMINATION MEETING – 25 FEBRUARY, 2005 – SALERNO, ITALY
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Road map for e-business implementation in Extended Enterprise
Spheres for e-business in Extended Enterprises and in e-volution
business strategy
Business strategy
 Secure or increase revenue by increasing number of
customers and by increasing customer satisfaction
 Increase productivity by optimum use of
organisation, processes and resources
Revenue
Business management system
Integrate
Commer
d Supply
ce
Chain
Finances, controlling, administration process
Increase
revenue
Procurement
Human resource management process
Reduce need
for capital
Reduce costs
RTD and engineering process
Infrastructure process
Productivity
Bartsch, Th.: e-business in KMUs. IBM Unternehmensberatung Germany, 2001
e-business strategy
 Effective use of e-business opportunities and
development of e-business strengths
Project funded by the European Community under the ‘Competitive and Sustainable Growth’ Programme (1998-2002)
DISSEMINATION MEETING – 25 FEBRUARY, 2005 – SALERNO, ITALY
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Road map for e-business implementation in Extended Enterprise
e-volution’s methodology concept
The purpose of the e-volution
methodology concept is the
successful implementation of ebusiness in Extended Enterprises.
Based on approved models, e-volution
offers an e-business road mapping
model that fulfils the requirements of a
systematic and goal-oriented planning of
e-business implementation.
The e-business road mapping model is
the starting point for the use of phase
specific methods and software tools.
The e-volution training package is for
transfer and teaching how to apply the ebusiness road mapping model, methods
and tools.
The e-volution Content Service
disseminates the e-business road
mapping model with its methods and
tools but also know-how about ebusiness.
e-business road
mapping model
I.
II.
III.
IV.
Training package
Software tools
V.
Content Service
Project funded by the European Community under the ‘Competitive and Sustainable Growth’ Programme (1998-2002)
DISSEMINATION MEETING – 25 FEBRUARY, 2005 – SALERNO, ITALY
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Road map for e-business implementation in Extended Enterprise
Expected project results according to the DoW
Enhancement of
competitiveness and
sustainable growth of
European Extended
Enterprises by successful
use of e-business as
means for value chain
integration
Exploitation
Dissemination
Content Service
Training material
National IRGs
Software tools
Web page
Application, validation, exploitation by test cases
DoW – Description of Work
e-business strategy kit “e-Volution”
methodology concept
Project funded by the European Community under the ‘Competitive and Sustainable Growth’ Programme (1998-2002)
DISSEMINATION MEETING – 25 FEBRUARY, 2005 – SALERNO, ITALY
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Road map for e-business implementation in Extended Enterprise
Principle Extended Enterprise scenarios under consideration
Horizontal Extended Enterprises
1st tier supplier
final producer
final producer
end user
•
•
•
•
•
•
Organisation focus: value chain
Supplier-customer-relationships
Each entity adds value for the final product
Information flow follows material flow
One entity as market interface
Example: German Test Case
end user
market
market
2nd tier supplier
Vertical Extended Enterprises
• Market focus: combination of competencies,
services/products to innovative, extended service/product
• More than one entity potentially as market interface
• Entities can operate in same market
• Example: Italian test case
Project funded by the European Community under the ‘Competitive and Sustainable Growth’ Programme (1998-2002)
DISSEMINATION MEETING – 25 FEBRUARY, 2005 – SALERNO, ITALY
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Road map for e-business implementation in Extended Enterprise
Requirements for an e-business road mapping methodology
Road mapping is the process to develop a road map. Road mapping is an creative analysis of an
organisation and its environment to prognosticate, visualise and plan the future. Road mapping is a
systematic identification and analysis of expert know-how, the coordination of divergent meanings and
expectations to predict and assess future developments in certain field.
 e-volution aims to specify a generic e-business road mapping process that uses
Specialised know-how, e.g.
− Business know-how: entity purpose and structure (goals,
organisation, processes, resources, utilities, goals)
− System know-how: Information and Communication Technologies
Methodical know-how, e.g.
− Management methods
e-business life cycle
− Management instruments
 Requirement analysis specifies the road mapping process content needs (tasks, methods,
instruments)
Project funded by the European Community under the ‘Competitive and Sustainable Growth’ Programme (1998-2002)
DISSEMINATION MEETING – 25 FEBRUARY, 2005 – SALERNO, ITALY
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Road map for e-business implementation in Extended Enterprise
System architecture concept (Task 3.1)
Web-services
• Component based task
execution
• Ontology for
communication means
between different domain
knowledge (3rd party
applications)
• Interconnecting database
management system
(DBMS)
Web
Extended Enterprise
SME 1
SME 2
Organisation
Module
Web-services
enabler
DB
Integration
platform
SME 3
SME n
Market
Module
DB
DB
 Market module concept (Task 3.2)
 Organisation module concept (Task 3.3)
 Integration platform concept (Task 3.4)
 Rules, mechanisms and update routines (Task 2.4)
Project funded by the European Community under the ‘Competitive and Sustainable Growth’ Programme (1998-2002)
DISSEMINATION MEETING – 25 FEBRUARY, 2005 – SALERNO, ITALY
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Road map for e-business implementation in Extended Enterprise
Horizontal Extended Enterprises – different levels of information gathering
2nd tier supplier
1st tier supplier
final producer
EE level
(operative partner)
(operative partner)
(operative partner)
(co-ordinator)
given by
individual strategy
given by
individual strategy
given by
individual strategy
goal definition
of the EE
given by
individual strategy
given by
individual strategy
given by
individual strategy
goal prioritisation
process
prioritisation
individual
analysis
individual
analysis
individual
analysis
given by
individual organ.
given by
individual organ.
given by
individual organ.
individual
analysis
individual
analysis
individual
analysis
alignment if
value adding fits
definition on EE
level
elimination of big
differences
goal definition
goal prioritisation
process prioritisation
core competence analysis
eOrganisation definition
eBiz abilities
Project funded by the European Community under the ‘Competitive and Sustainable Growth’ Programme (1998-2002)
DISSEMINATION MEETING – 25 FEBRUARY, 2005 – SALERNO, ITALY
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Road map for e-business implementation in Extended Enterprise
Vertical Extended Enterprises – different levels of information gathering
final producer
(operative
final partner)
producer
EE level
(co-ordinator)
end user
given by
individual strategy
goal definition
of the EE
given by
individual strategy
goal prioritisation
process
prioritisation
individual
analysis
given by
individual organ.
individual
analysis
adjustment on each
other (in SWOT)
definition on EE
level
elimination of big
differences
Result:
• information gathering to identify strength and weaknesses
on EE level are almost the same on vertical and horizontal
EE organisations
• There is a small difference in having a view on the single
competencies of the partners within the EE:
• in vertical EEs
What kind of new products / services
are possible with the competencies of
each partner?
goal definition
• in horizontal EEs
Do the core competencies of each
goal prioritisation
partner in the single stage of the value
chain fit to the needed task/added
value for the EE?
process prioritisation
core competence analysis
eOrganisation definition
eBiz abilities
Ergo:
• individual competence analysis could be
important for the SWOT – no direct
impact on OM on EE level
• core competence alignment in horizontal
EEs is important for OM
Project funded by the European Community under the ‘Competitive and Sustainable Growth’ Programme (1998-2002)
DISSEMINATION MEETING – 25 FEBRUARY, 2005 – SALERNO, ITALY
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Road map for e-business implementation in Extended Enterprise
Phase II: CONCEPTION
Detailed e-business road mapping model phase
2.Conception
Level 1: Phase
Level 2: Phase steps
EE external
external
EE
analysis
analysis
Level 3: Tasks
Level 4:
Activities
Market
analysis
Asses
products
and markets
Analyse
purchasing
criteria/Customers
Market
Segmentation
Analysis
Attractiveness
assessment of the
different P/M areas
Customer
finding
Customer
filtering
Customer
formatting
Competitor
focussing
Law and
politics analysis
Environment and
society analysis
Competitor
formatting
Competitor
finding
Competitor
filtering
Customer
focussing
EE e-business
definition
Opportunity and
threat (OT)
definition
Trends
analysis
E-business impact
Comparison
analysis on the
with the
Market and
competitor
the EE
Competitor
analysis
EE internal
analysis
Science, research
and technology
analysis
Market and
economy
analysis
Trends
finding
Specification of
external threats
and opportunities
Trends
filtering
Trends
formatting
Trends
focussing
Project funded by the European Community under the ‘Competitive and Sustainable Growth’ Programme (1998-2002)
DISSEMINATION MEETING – 25 FEBRUARY, 2005 – SALERNO, ITALY
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Road map for e-business implementation in Extended Enterprise
Phase II: CONCEPTION
External analysis: Trend analysis
E-sales trend filtering analysis
E-sales trend formatting analysis
Project funded by the European Community under the ‘Competitive and Sustainable Growth’ Programme (1998-2002)
DISSEMINATION MEETING – 25 FEBRUARY, 2005 – SALERNO, ITALY
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Road map for e-business implementation in Extended Enterprise
Phase II: CONCEPTION
External analysis: Product and market assessment / opportunity-threat-definition
Opportunity-Threat analysis table
Product/Market areas
identification based on
attractiveness and EE
competitive position
Project funded by the European Community under the ‘Competitive and Sustainable Growth’ Programme (1998-2002)
submission to the integration module
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