Chapter 6
E-BUSINESS AND E-COMMERCE
Learning Objectives
กก!"#$%&ก'(")*$ (electronic commerce), (123 456752(
4589ก7 3%: 2(:;'<=>?
'9)@45A8!BC"D"ก('9>"4>ก(2(:@1%"6%"$ (online auction) 3%: ก(
3%ก2%"*")5F(B(ก("6%"$ (online bartering)
GH> major applications 4> business-to-consumer commerce 'C>"C(@GH>
service industries 3%: major issues @BA#5 e-tailers.
GH> business-to-business application
='96@ intrabusiness 3%: B2E 8H>GB=2O" e-commerce
GH> e-government activities 3%: consumer-to-consumer e-commerce
1
GH> e-commerce support services P7Q!:=>> payment 3%: logistic
Gก3G%>GH>)@*9)S3%:ก(79"">"กกก(PTUV3"6%"$
Gก3G%>A"(B>กก8((((V3%:กWF@'ก45>ก e-commerce
IT-Performance Model
2
Dell is using E-Commerce for success
The business problem/opportunity:
Michael Dell 675ก=<C>(U' Dell Computer A"2a 1984 P74 PC e="ก(*>fBC'>
mail
Dell ก3(: PC 2O"(:4>4>3%:>AF5%1ก)52O"e15ก9F"7(:675>
!BAF5675(:<@'%1ก)5<5>ก( (ก3")@)7"C= Build-to-Order (e%<<@
A*>) 8ก"C"8H>*=>62AF5%1ก)53 direct mail
2a 1993 Dell <P<8"ก%2O"(U''e%<)@!<($AFS=(:7 1 A" 5 4>P%ก c
3%:(@@ก('9*>)(@75"()ก Compaq #=>%"C Dell ()9*>fBCP7 Fax
3%: snail mail 3%: ก7ก(*1S*(675
A"2a 1994 675*1S*(67562GH> 100 M$
Solution:
Direct Marketing Online
ก(*B*(""<($"&<(@2(:@V<5"2a 1990 3%:(@3":"9 Web A"2a 1993 fH>
Dell @>F&"Pก*A"ก(43"6%"$ 3%:*(5> Web !B()9*>fBC3
Online =>(=>7="3%:462*1=pP(23%:# 3%:>!@*")5B" ? 4562A"
&6f<$ '9AF5 Dell (@6752( Compaq A"2a 1999 Dell ก%2O"F@%4F"H>4>
P%กA"ก(4 PC 62'P%ก 2q88p""C @74'P%ก2(:@V 06 B$ @!"ก>"
@กก= 63,000 )"
Dell 44>AF5*>ก%p=@ )B p))%'62'fBC62A#5<@5" ก()543"C(ก=
Business-to-consumer (B2C) 3%: *9"ก>"''9p(ก8 fH>(ก= Business-to-Business
(B2B)
3
Dell @ก(!"@<('>p(ก8F%(892O"<5>@ก(*B*(3%:(=@@Bก"A"#> ECollaboration #=" (=@@Bกe1587*=> UPS 3%: FedEx
"ก8ก"C" Dell ><5>AF5(ก(3ก=%1ก)589""@ก 8H><5>@)(B>@BF%=> #="
CRM, Helpdesk 2O"<5" (ก(@ ? ก"2O" E-Customer Service
Dell <5>e%<<@)9*>4>%1ก)5 7>"C"8H><5>@ก(>3e")@<5>ก(<Gp73%:
ก(e%<=>3@="9 2O"<5" Dell 8H><5>u)(B4=A"#> Intrabusiness EC 45@
#=
Results:
Dell <7(:7F"H>A"F54>"<*(v($81"@<C>3<=2a 1999 @74กB 4 !"%5"
F(S<=2a
Lesson Learned:
Dell 2O"e15pกก direct-marketing model *9F( PC 3%:)%B"62*1=ก()543
online "ก8ก"C" Dell >'9<%7A"#> build-to-order F(B custom-built model
(mass customization) @B*>fBC89""@ก ก96(4> Dell ก('9<%7P7<(>'9AF5
<7<ก%>ก62 '9AF5@*")5)>)%><9 3%:'9 cash flow 6757@ ก!(:%1ก)5<5>
8=>"ก=" !BAF5*7(ก)@<5>ก(89""@ก3%:*")5@)pV;! Dell 675A#5
EC model 'F&"=>#78"ก&)B e-Procurement @2(2(p>ก(fBC<Gp7 A#5
collaborative commerce ก)1)= 5 A#5 intrabusiness *9F(2q2(p>ก(79"">";A"
3%: e-CRM ก%1ก)5
4
6.1 Overview of E-Business and E-Commerce
"@3%:3")@)7
Electronic commerce ((ก=?= e-commerce F(B EC) )B ก(:"ก(A"ก(87
fBC ก(4 ก(87*=> F(B ก(3%ก2%"*")5F(B(ก(<=>? 3%:/F(B *(*"
'u e="'>)(B4=)@!<($ 'C>"C(@GH>"<($"&<75
>)"@>'@ ycommercez =2O"ก(Q!:ก('9p(ก((@ (transaction) '
ก74HC"(:F=>e15'9p(ก875ก" fH>71= @"8:3)ก"62 @B A#5ก'@ yelectronic commercez 7>"C" 8H>@กA#5)9= ye-businessz 3'"
E-business 2O"#B(กก5> ? 4> EC fH>(@62GH> ก(fBC ก(4*")53%:(ก(
<=>? "ก8ก"C">(@GH>ก(AF5(ก(%1ก)5A"#>)@(=@@B'>75" e-learning
3%:87AF5@ก(79""p(ก8#>%)'(")*$ (electronic transaction) <=>?4HC";A"
>)$ก(
EC 'C>F@7 F(B >*=" (Pure versus partial EC)
Electronic commerce *@(G'9675F%(123 'C>"4C HC"1=ก degree of digitization
(F@GH> ก(2%"8ก(123'>ก;!2O"78<%) '*@(G'9675
Degree of digitization 8:*@!"$ก (1) e%<;V{$F(B(ก('4 (2) ก(:"ก(
F(B (3) <3'"89F"= (delivery agents F(B intermediary)
A"(1234>EC%5" ? F(B pure EC "C" 'pก?@<8:<5>1=A"(124>78<%'C>F@7
3<=G52O"78<%!>3)=@<7 (8:GB=2O" EC !>>*=" (partial EC)
4AF571<=><=62")C ( G5'="fBCF">*B%=@F"H>8ก Amazon 3%5*=>@'>
62(UV$ =>"C2O" Partial EC !(: F">*B3%:ก(87*=>2O"'>ก;! 3<=G5fBC
F">*B%=@F"H>' Amazon F@B"ก" 3<=2O" E-Book 3%: '="*@(G download 675
>F%>8กก(8=>" =>"C2O" Pure EC
F">*B Text 4>(8:A#5'@ EC 3'"'C>F@7 6@==8:2O" Pure F(B Partial EC
5
Pure vs Partial EC cont}
>)$ก(3 Brick-and-mortar )B >)$ก('@e%<;V{$ ก(:"ก( 3%: ก(87*=>
e%<;V{$ 1=A"#>ก;!'C>F@7 #=" (5"4F">*B!@!$(@G"" <F">*B
!@!$2O"(12%=@'>ก;! ก(:"ก(fBC4ก&2O"ก;! ก(87*=>ก&2O"3
ก;! 8:F&"='pก@<2O"ก;!'C>*C" =>"C (ก=2O" Purely Physical 3%:
>)$ก("C(ก= Purely Physical Organization F(B (ก675=2O"3 Brick-andMortar Organization
EC Organizations
>)$ก(*@B" (Virtual organization) )B >)$ก('@ e%<;V{$ (product) ก(:"ก(
(process) 3%: <3'"89F"= 2O"78<%'C>F@7 >'(ก= pure  play
organization
Pure vs Partial EC cont}
Click-and mortar )B >)$ก('e%<;V{$ ก(:"ก( 3%: <3'"89F"= 2O"
'C>3ก;!F(B78<% (physical or digital) F@GH> @'C>P)(>*(5>'>ก
;! #=" P#$(1@ vv€u 3%: 2O"3 Online 75
3"P"5@2q88p""C >)$ก(2(:;' Brick-and-Mortar ก9%>2(2%"(123
4><">AF52O" Click-and-Mortar P7ก(!@A"*="4> online 4562
6
4)@
Brick-and-Mortar
ก('9p(ก837>C 7@'e15fBCกe154<5>!F"5ก"A"vv€uF(B*P<($ F(B
P#$(1@ #=" (5"4ก3v (5"44>#9 2O"<5"
Click-and-Mortar F(B Click-and-Brick
(Brick-and-Mortar) + (Click and-Order) = (Brick-and-Click)
2O"ก('9p(ก83e*@)B@'>C vv€u F(B Store (!B7"4562fBC) 3%:
2O"3 online shopping 75 <=>#=" Barnes and Noble
Click-and-Click
2O"ก('9p(ก83 online %5" ? 6@=@vv€uF(B Store AF57"4562fBC4>
<=>#=" Amazon
The EC Landscape
3")@)7!B"C D"4> EC ก&)B ก('9ก(:"ก('>p(ก8AF52O"<P"@<
AF5@ก'*p7'='8:2O"62675
7
E-Business – Transaction Medium
E-commerce 79""ก(e=""<($"&<'C>*C" 3<= EC >*@(G79""ก(e=" private
networks 67575 #=" e=" value-added networks (VANs, networks that add communication
services to existing common carriers), local area networks (LANs) F(B wide area networks
(WANs)
E-Commerce Transaction #"7<=> ?
E-commerce transaction ก(:'9675F%*="75ก" (123P7' ?62 (@>'e15
fBC3%:e154) 8:2O"7> <=62"C
Business-to-Business (B2B): E-commerce 'e1543%:e15fBC'C>*>…†2O">)$ก(
p(ก8'C>)1= (123"C8:2O"(123'A#5ก"@ก'*p7A"ก('9 E business
Collaborative commerce (c-commerce): Ecommerce fH>)1=)5(=@@Bก"P7A#5
%)'(")*$2O"*B (71'ก((=@@Bก"2O"F%ก 3'"'8 :2O"ก(fBCF(B4) '
!F&"P7'62)BPf=p2'" (Supply Chain)
Business-to-Consumers (B2C): E-commerce fH>e1542O">)$ก('>ก()5 *="e15
fBC2O"e15fBC(=((@7 F(B(กก"ก=>F"H>= e-tailing (@8ก)9=
Electronic retailing)
8
Types of E-Commerce Transaction cont}
Consumer-to-Consumer(C2C): )B E-commerce 'e154*")5F(Be%<;V{$(=
)54กe15fBC(=#="7ก" (>3F=>A#5)9= customer-to-customer)
Business-to-business-to-consumers (B2B2C): )BBusiness 44>AF5 business 3<=
87*=>*")5F(B(ก(<(>62AF5%1ก)53<=%:(
Customer -to-Business (C2B): )B E-commerce '%1ก)5(:pGH>)@<5>ก(e%< ;V{$
F(Bก((ก('89!:8:8>%>62 3%5f!!%($'9ก(87Fe%<;V{$ F(B
(ก(45><5"AF5ก%1ก)5
Intrabusiness (intraorganizational) commerce )B E-commerce F@GH>>)$ก('A#5 EC
;A">)$ก(!B2(2(p>ก('9>"AF574HC"
B2E( business to employees) EC: 2O"ก(V!uU4> intrabusiness e-commerce A"
(123'>)$ก(87*=>e%<;V{$F(Bก((ก(AF5ก!"ก>"4><">
Types of E-commerce cont}
GovernmenttoCitizens(G2C): E-commerce fH>(D%87F(ก(<=>? AF5ก
!%@B>4><"e="'>')P"P%<=>?'ก45>ก EC
Government-tobusiness (G2B): E-commerce fH>(D%F"H>? '9p(ก8ก(D%
B"? (G2G) F(B F"=>"p(ก8<=>? (G2B)
Mobile Commerce (m-commerce): E-commerce 'u wireless environment.
9
EC Business Model
Business Model F@GH> ก('(U'F"H> ? *(5>(6754HC"@!B4)%B"
<">
The major business model of EC are summarized in Table 6.1 E-Commerce Business
Models F"5202
10
Brief History and Scope of EC
Brief History
ก(2(:pก<$A#5>"4> EC (@#=><5"2a1970 P72O"ก(P">"'>%&)'(")*$
<=@675!ˆ"2O" EDI (Electronic Data Interchange) 3%54<62>p<*Fก((@
<=>?
<5"2a 1990 ก(2(:pก<$A#5 EC @4<=>(7(& "B>8ก@"<($"&<3%:@ ก(
A#5&
2a 2000 ก(79""ก('ก45>ก EC ก%2O"(B>AFS=4>>ก( @p(ก8 dotcom ก74HC"=>@ก@ ก*@2a<=@ @ dotcom F%(5(U'G"<ก@
<C>3<=2a 2003 2O"<5"@ EC (@">3%:<P<4HC"=>)>'
11
EC Newcomers: Social Network Sites
ก(!@ 4HC"4>)(B4='>*>)@'9AF5ก7Pก*'>75" EC
="!@ <@A" A Closer Look 6.1 yInteresting Student-Targeted Web Sitesz
page 203
Social Commerce: ')P"P%4> Web 2.0 ก=AF5ก7)@"@75" blog *=>e%
AF5ก7 Social Commerce 4HC"@
="!@<@A" A Closer Look 6.2 yBlogger.com: Web 2.0 Social Commerce of
Googlez page 204
The Scope of EC
ก(2(:pก<$A#5 EC '(>(P7P)(>*(5>!BC"D"fH>2(:ก75 ‰($73($ fv'$3($
3%:"&<($) P7(@8ก($f($628"GH>@%<@7 3%:(@GH>ก(*"*"p"A"
75"B" ? ก 5 75" 6753ก=
)" (People) 6753ก= e15fBC e154 )"ก%> e15#9"Sกก IS 2O"<5"
"P'2(:กu*1=*(V#" (Public Policy) #=" (B>'กก กWF@
"P 45>)<=>? #=" ก(ก7ก"'>ก()5 ก93!>;U 8ก(D% 2O"<5"
ก(<%73%:ก(PTUV (Marketing and advertising) EC <5>ก(ก('9ก(<%7
3%:PTUVF@B"p(ก8B" ? P7Q!:=>> B2C online !(:e1543%: e15fBC
<=>6@=(158กก"
(ก(*"*"p"<=>? (Support services) (@8กก(:"ก(8=>"GH>ก(87*=>
!"@<('>p(ก8 (Business Partnerships) #=" Joint Venture, e-marketplaces
12
A framework for
e-commerce
Components of EC
2(:P#"$4> E-commerce
2(:P#"$<=>)$ก( #="
ก(675@fH><%7'@1=3%5P7((@#<3%:<%7(:F=>2(:'u
%7<5"'p"4>ก(2(:@%e% ก(ก(:8 3%: ก((กA#5>"4>*(*"'u
2(:P#"$<=%1ก)5 #="
*@(G45GH>e%<;V{$3%:ก((ก(<=> ? 675=>@ก@ 3%:<%7%
2(:P#"$<=#p@#" #="
*@(G87*=>*(*"'u ก((ก( e%<;V{$62AF52(:##"A"@B><=> ?
!BC"'A"#"'<=>? 3%: A"2(:'u'ก9%>!ˆ"'C>F%
="!@<@A"<(>' 5.2 F"5 173
13
6
14
4589ก7<=>? '>')P"P% (Technological Limitations)
4589ก7<=>? '>')P"P% (Technological Limitations) #="
ก(473)%"@<(D"75")@2%7;'675(ก(@(ก"'62
3"7$4>ก(*B*(6@=!!>
ก(45GH>>@()3!> (Expensive accessibility)
4589ก7'>75"'6@=ก45>ก')P"P% (Nontechnological Limitations) #="
@ก(@(ก"= EC >6@=@)@2%7;
>6@=*@(G3ก52qSF'>75"กWF@675
>47 critical mass 4>e1543%:e15fBC
="!@<@A"<(>' 5.3 F"5 173
15
6.2 Major EC Mechanism
ก%6กF%ก?4>ก(fBC3%:ก(4""<($"&<)B %)'(")*$ @($ก&<
(electronic market) %)'(")*$ 3)<<:%&ก (electronic catalog) ก(2(:@1%#>
%)'(")*$ Electronic auctions) 3%: ก( 3%ก2%"3"6%"$ (online
bartering)
Electronic Markets (e-market): GB2O"!BC"'*9)S"ก=AF5ก7 EC transaction emarket )B <%7"7*@B" (virtual marketplace) 'e15fBC3%:e154!2:3%:
ก=AF5ก7p(ก((@F%2(:;''3<ก<=>ก"62
Electronic Catalogs: Electronic catalogs A" CD-ROM 3%: 1=""<($"&<ก9%>
675()@"@@ก4HC" %&ก'(")*$ 3)<<:%&ก 2(:ก75 product database,
directory 3%: )@*@(GA"ก( search 3%:vq>ก$#"ก("9*"
Electronic Auctions (E-auction) )B ก%6ก'>ก(<%7fH>e154*"()(@<5"
3%5e15fBC*"()fBC34=>ก" 7>"C"()8:)%B"6F62@4HC"1=กก(*"
()34=>ก"
Electronic bartering )B ก(3%ก2%"*")5F(B(ก( P76@=<5>'9p(ก((@
'>ก(>"
16
Electronic catalogs
Electronic catalog *@(G873=>675P7u*@@<<=62"C
ก()%B"6F(dynamic)4>*(*"'u'" 9*" 3)<<:%&ก8:2O"3 static
F(B dynamic ก&675
Static catalog 2O"ก("9*"*(*"'uA"(12<กU(3%:;!">
Dynamic catalog 2O"ก("9*"*(*"'uP7;!)%B"6F3%:8@ *>
75
>u3F=>ก(87(123AF5F@:*@ (Degree of customization)
Standard catalog F@GH>3)<<:%&ก'AF5ก%1ก)5'pก?(F@B"?ก"
Customized catalog F@GH> "BCF () )pV*@<<=>? A"3)<<:%&กG1ก2(
AF5F@:*@ ก)@<5>ก(4>%1ก)52O"(?62
Electronic catalogs
>u4>ก(2O"ก;! (Degree of integration) @B'กก(:"ก(F(B
(123'>p(ก8<=> ?
3)<<:%&ก*@(G3=>3ก62<@>u3F=>)@2O"ก;!<@ก(:"ก(
F(BP)(>*(5>4>p(ก8"C" ? 6753ก= ก((ก(*>fBC3%:ก(87F (:#9(:
>"3%&)'(")*$ (:3%:fv'$3($ก(6F%4>>"""<($"&<
(:ก(87ก&*")53%:ก(#9(:>" extranet4>f!!%($F(B4>%1ก)5
2O"<5"
17
Electronic Auction (E-Auctions)
ก(2(:@1% (Auction) )B ก(:"ก(ก(34=>4"fH>ก76758กe154(7*"
4AF5กe15fBCF%(*"()34=>ก" F(B e15fBC(7*"fBC8กe154F%
( '9ก(*"()434=>ก" ()8:)%B"6F<@ก(34=>4" @Bก(2(:@1%
45><5"'9e="'>%&)'(")*$F(B"<($"&< (ก= E-Auction 3=>6752O":
Forward auction: )B ก(2(:@1%'e154A#5#=>'>A"ก(462>e15fBC'*"A8F%?
( e15fBC(A7'AF5()*1>*p72O"e15#": (A"#>e154*@(G4675()*1> >'
(ก ก(2(:@1%4)
Reverse auction: )B ก(2(:@1%'e154(F"H> (*="@ก@ก2O">)$ก() <5>ก(fBC
e%<;V{$F(B(ก(=>A7=>F"H> ((1237ก" 3<=fBC89""@ก) f!!%
($8:45622(:@1%34=> (A"#>A)(*"4A"()<98:2O"e1#5 ": >'(ก=
ก(2(:@1%fBC)
="!@<@A" IT at Work 6.1ye-Bay-The World‹s Largest Auction Sitez, page 209
Bartering
Electronic bartering )Bก(3%ก2%"*")5F(B(ก(P76@=@p(ก((@'>ก(
>" *@(G3=>6752O"*>3 )B
ก(3%ก2%"p))%<=p))% (Individual-to-individual bartering) 2O"ก(3%ก
2%"A"%กUV:)@!H>!A8*="<@กก=
>)$ก(''9 e-bartering (Corporate e-bartering) F@GH>>)$ก('< C>4HC"@!B'9
ก(3%ก2%"P7A#5%)'(")*$2O"*B (e.g., barterbrokers.com)
18
6.3 Business-to-Consumer Applications
B2C E-commerce (@@B(U'(#=" Amazon)(@4<(>AF5ก%1ก)5(= P7
ก(A#5"<($"&< fH>@F%375ก" P7F%ก?3%56753ก=
Electronic Retailing Mechanisms: Storefronts and Malls
A"7< @B'="1='5"*@(GfBC4>e="3)<<:%&ก675 <=@675!ˆ"4HC"P7
'="*@(GfBC4>e="(ก(PTUV'>P'('u"$ 2q88p""C '="*@(GfBC
4>A"3 online e="'>"<($"&<675e="'> storefronts 3%: malls
)9= Electronic retailing (e-tailing) F@GH> ก(4<(> (direct sale) 4>*")5
F(B(ก( e=" electronic storefronts F(B electronic malls *")5F(B(ก(45>
<5" @กG1กก3AF51=A"(1234> electronic catalog 3%:/F(B electronic
auctions
B2C Applications cont}
*>(123'" @ก"" online )B electronic storefronts 3%: electronic malls:
Electronic storefront )B website 4>(U'F"H>'@ Internet address 4><">
(*@(G*>fBC*")5675e="#=>'>"C storefront >3=>6752O"*>3)B
Specialized storefront fH>44>!>#"77F(B*>*@#"7 #=" 4F">
*B3%:CD 2O"<5" *=" General storefront 8:44>@ก@F%#"7
Electronic malls (cyber mall) )B ก((@ก"4>(5")53<=%:( (individual
shop);A<5 Internet address 7ก" 3=>2O"*>#"7#="ก" )B Referral malls
3"'C ="6@=*@(GfBC*")5675A""C" '="<5>62fBC<@(5")5'(:p65'=
"C" (@65!B%Bก71'="C") 3'*>'="*@(GfBC675P7A#5 electronic
shopping cart 8:%BกfBC8กe154(A7ก&675A""C" ((7F(BF%(ก&675)
3<=%#9(:>"<5>(@2O"(ก(7ก"
19
E-Tailing: The Essentials
3")@)74> retailing F@GH> ก(4*")53%:/F(Bก((ก(AF5%1ก)52O"
(?62(2O"ก(4AF52O")"?62 fH>F@GH>ก(42%ก"">)
*>'"=*"A8"F"H>4> E-trailing (A"3>=4>2O"ก(42%ก3F"H>)ก&)B
)@*@(GA"ก(*"*")5'F@:*@กe15fBC(customized product)A"()'
*@F<p*@e%3%:87ก(AF5*(&8*C"(&!)( (<=>#=" Dell computer)
="!@<@A" IT at Work 6.2 yAmazon.com: The King of E-Tailingz, page 211
B2C Applications cont}
Online Service Industries
%>@7175"p<*Fก((@ก(AF5(ก(A"p)%)'(")*$ก"5> <=>6753ก=:
Cyberbanking ก(79""ก('>")(F%กF%(123''9e="*B%&)'(
")*$8ก5" *G"p(ก8 F(B 4V:7"'> 3'"'8:<5>62'")(8(> ? <""C
@(ก(F%กF%2(กก@ #=" Virtual bank fH>F@GH> *G"กก
")('AF5(ก('>p(ก((@""<($"&< (ก(4*")5F(B(ก()
Online Securities Trading *@(G*>fBC8ก'A7ก&675 %A7ก&675 "ก%>'p"*@(G
!8(V*(*"'u675@ก@'กก45@1%Q!:4>(U' F(B e15(=@'p"
The Online Job Market "<($"&<'9AF5ก7*;!37%5@'F@:*@*9F(e15'
<5>ก(F>"'93%:(U'<=>?'<5>ก(85>>" #=" e15F>"*@(G)5"F
<93F"=>>"'F@:*@ก<" …ก(f1@65 A" Web 2O"<5"
20
B2C Applications cont}
Travel Services "<($"&<)B*G"'A"p7@)<A"ก(>3e" ก(<(8*
3%: ก(87(123A"ก(7"'> '9AF5e15<5>ก(62'=>'>3e"AF5F@:
*@ก<">675%=>F"5
Real Estate ก('9p(ก8กก*>F(@'(!$GB2O"75"'*@1(V$3
*9F( EC %1ก)5 *@(G71*"'(!$<=>?675>= 6@==8:2O"ก(87(>3%:
3=>ก%p=@<@)pV %กUV:<=> ? *@(G71ก(ก3ก(<3<=>;A" 3%:
*;!37%5@; "ก67575 ก()5"F<=>?'9675(7(&4HC"
Customer Service
v*A" Customer Service Life Cycle ก(AF5(ก(%1ก)5)(A#53"'>'(ก= a
business life cycle process fH>2(:ก75 4 4C"<"7><=62"C
Phase 1: Requirement
#=ก9F"7)@<5>ก(4>%1ก)5: #=%1ก)53ก3:)@<5>ก(<=>? '>75"
(12;!4>e%<;V{$ ก("9*"A"(1234>7P ก(A"(123<
กU( ')@F(Bก( '7* *>" CD 3%: ก(7"$PF%76v%$<=>
Phase 2: Acquisition
#=((@*>'%1ก)5<5>ก(: #=%1ก)5675(e%<;V{$F(B(ก(<@'<5>ก(
(online order entry, negotiations, closing of sale 3%: delivery)
*ก("AF545@1%<(>ก("<=>?3%:()<Ž<@'%Bก%3%:*ก("
e="'> Website GB2O"ก(ก(:'9A" Phase1,2
21
Customer Service
Phase 3: Ownership
3*7>กfH>)@2O"854>A"ก(4562#=%1ก)5: *"*"p"%1ก)5AF579"" ก(
<=6267575<"> (interactive online user groups, online technical support, FAQ
and answer, resource libraries, newsletters, and online renewal of subscriptions)
Phase 4: Retirement
#=F'>ก@B%ก/Fp7A#5>": #=AF5e15fBC3ก3:ก(AF5(ก(F(Be%<;V{$
(online resale, classified ads)
e154)@!<($87<C> electronic help desk !B#=%1ก)5 install computer GB2O"
Phase 3 3%: #=%1ก)54)@!<($)(B>ก=GB2O" Phase 4
="!@<@8ก<=> yFidelity Investment Offers Financial Information and
Newsz, page 214
E-Entertainment: *>*@2a'e="@"C8:!F&" e-entertainment <@ Web <=>
? @ก4HC" >3F=>ก&v( >3F=>ก&<5>8=>"
Customization and Personalization: 456752(F%ก4> EC ก&)B)@*@(G
A"ก(*"e%<;V{$F(B(ก(<@'ก%p=@%1ก)5<5>ก(F(B3@53<=)@
<5>ก(()"ก&<@A"()'*@(G@(675
22
Issues in E-tailing
'C>"C"B>8ก e-tailing <P<=>(7(& F%?(ก9%>2(:*ก2qSF G5
6@=3ก564ก&8:'9AF5@e%ก(:'<= e-tailing 4>>)$ก(
1) 3ก52qSF(B> channel conflict G5e1542O"(U'3 click-and-mortar @B4
'9 online 88:*=>e%ก(:'<=<3'"89F"=7@ (ก= channel conflict
2) 3ก52qSF)@4735>;A">)$ก(3 clickand-mortar 3<=7@>)$ก(2O"
3 Brick-and-Mortar (44> offline) @B<7*"A844>"6%"$ 8'9AF5
ก7 )@4735>กก('9>"A"*="v6%"$675
3) 87ก%p=@'>75" order fulfilment 3%: logistics E-tailer @ก8:2(:*ก2qSF
75" ก(87*=>*")5<C>3<=89"""5?62GH>89""@ก62AF5ef15 BC (@62GH>4>
'*=>ก%)B"
Issues in E-tailing
4) )5"F3"'>A"ก(79""ก(<=62 3%: )@*>4> online e-tailers e15''9
pure online e-tailer A"#=> 2000  2003 @ก2(:*2qSFกก>"*7F@p""
ก(F%1ก)5 ก(87F4><@A*> ก(!ก(V$)@<5>ก(4>%1ก)5 "ก8ก
"C">@)31= 4=>!@4HC"@ก@ !(:e15)5(AF@=45@675>= 2qSF4> e-tailer F"5
AF@=ก&)B '9=>6(8:79""ก(<=62675""A"4V:'>"'p"%7%>
5) (:pGH> appropriate revenue models F@GH> ก('9p(ก83"6%"$""C 8:<5>
FAF5675= 8:'9ก96(675=>6( ก<=>#="p(ก8 dotcom A"7<)7= 8:'9
675>"8กก(4PTUV" web <">A"#=>3(ก'!%C><>675 @B)"(185 ก
@ก4HC" ? PTUV8:45@@ก4HC"3%:*@(G4HC")=PTUV675 8:*@(G'9ก96(
675 3<=6@=2O"#=""C"A"#=>3(กFPTUV675"58"6@=*@(G%C><>(7
23
6.4 B2B Applications
A" business to business (B2B) applications, e15fBC e154 3%: ก('9p(ก((@<=> ?
8:ก(:'9P7>)$ก(p(ก8<=>?
(123F%ก? 6753ก= sell-side marketplaces, buy-side marketplaces 3%: electronic
exchanges.
ก) Sell-side marketplace. (123 B2B '>)$ก(<=> ? 4AF5ก>)$ก(B" ? 8ก
e-marketplace *="<4>4 3%:/F(B 8ก third-party site (123"C8:)%5?ก
B2C )B )7=e15fBC (A"ก(V4> B2B @ก8:!p=>262'>)$ก(@กก=) 8:45@>
Web 4>e145 713)<<:%&ก3%5*>fBC 7>"C"ก%6กF%ก8:2(:ก75
1) Electronic catalog '*@(G87AF5F@:กe15fBC(AFS=675
2) ก(79"">"3 Forward auctions
Major B2B Models
4) Buy-side marketplace (123 B2B model '>)$ก(<=> ? fBCe%<;V{ $F(B(ก(
'<"><5>ก(8ก>)$ก(B" ? P7u%)'(")*$ @ก8:e="'> reverse auction
<=>#=" (U'F"H><5>ก(fBC*")5#"7F"H>2O"89""@ก 48H>>ก*(4
AF5*"() (Request for quotation; RFQ) 4HC"" Web e154'C>F%8:45622(:@1%
*"434=>ก"e="'>%)'(")*$
E-procurement ก(87fBCP7uก(*"*"p"'>75"%)'(")*$3%:@ก2O"
3 Reverse auction *@(G3กก2O"*>ก%p=@ )B
Group Purchasing 2O"ก%p=@'@7ก(*>fBC89""@ก8กe15fBCF% ? ((@
ก" '9AF5@9"8A"ก(<=(>!B%7()%>@675@ก "B>8ก2O"ก(fBC
89""@ก (volume discount)
24
Major B2B Models
Desktop Purchasing: ก(F"H>4> E-procurement fH>3)<<:%&ก4>f!!%
($<=>? 8:G1ก(@ก"2O"@*<($3)<<:%&ก (master catalog) 3%:A*=65A"
f($v($4>e1587fBC ""F@)@=e15fBC*@(G(ก713)<<:%&ก3%&)
'(")*$3%:*>fBC*")56758กP<’:'9>"4>4
Major B2B Models
)) Public exchange (exchanges): E-marketplace fH>@ก%p=@e15fBC3%:e15489""@ก
(ก(45ก%p=@'9675>=) *="@ก@ก8:@(U''*@2O"854>3%:79"">" P7
!BC"D"3%5@*#"775ก":
1) Vertical distributors for direct materials )B B2B marketplaces 'fH> direct
materials (materials 'A#52O""!p'A"ก(e%<) G1ก87fBC89""@กA"
*;!37%5@3 long-term relationship (158กก"'62A"#B systematic
sourcing.
2) Vertical exchanges for indirect materials F@GH> indirect materials A"
p<*Fก((@F"H> ? G1กfBC"!BC"D"4> “as-needed” ((ก spot sourcing) e15
fBC3%: e15486@=(158กก" A"ก(V4> vertical exchanges ()8:2%"32%>
1=<%7 %'C>"4C HC"1=ก)@*@7p%(:F=> supply 3%: demand.
="!@A" IT at Work 6.4 yChemical Companies yBondz at ChemConnectz,
page 218
25
Major B2B Models
3) Horizontal distributors 2O"3 “many-to-many” e-marketplaces *9F(
indirect (MRO; Maintenance, Repair and Operating) materials <=>#="
<Gp7*C"2%B>'A#5A"*9"ก>" A"p<*Fก((@<=>? ()@ก8:)>' F(B
3%53<=<ก%>ก"A"(123 systematic sourcing-type exchange.
4) Functional exchanges 2O"(123'< 5>ก(A#5(ก( #=" ก(#=F%B#
)( F(B #=!BC"')54#)( A"#>“as-needed” (spot sourcing) () @
ก()%B"6F3%:4H"C 1=ก supply 3%: demand 2O"=>@ก
6.5 Major Models of E-Business: From E-Government to C2C
"ก8ก EC 8:'9(:F=> business partners 3%5 >ก74HC";A">)$ก(75 (ก=
Intrabusiness
Intrabusiness. E- commerce ;A">)$ก(F"H>? ((:F=>>)$ก(3%:!"ก>"4>4
(B2E) F(B (:F=>F"=p(ก8<=>? A">)$ก(""C ? F(B (:F=>!"ก>"<=>? A"
>)$ก(7ก")
Business to its Employees (B2E) commerce 2O"ก(79""p(ก8e="'> intranet
4>(U' *="@ก@(U'2O"e1543%:@!"ก>"2O"e15fBC #=" ก((@3
"6%"$'9AF5!"ก>"%Bก%675> ก('92(:ก"A"()!uU ก(fBC3!&ก
ก862'=>' F(B fBC4>()G1ก8ก(5"44>4>(U' 2O"<5" 8p7@p=>
F@F%ก@6753*>Fก96( 3<=2O"**7ก(4>!"ก>"
26
E-commerce between and among units within the business >)$ก('@4"7AFS=
@ก2(:ก75F"=>"<=>?F%?F"=' 2O"*(:8กก" F(B (ก=
strategic business units (SBU) F"=>"F%="C8: 4 F(B fBC<Gp7 *")5
3%: ก((ก(8กก"3%:ก" e="'> intranet
E-commerce between and among corporate Employees >)$ก(>3F=>@AF5
!"ก>"4*")5e=" intranet 4>>)$ก(675
Collaborate commerce (C-commerce) F@GH>ก(A#5')P"P%78<%#=AF5
ก7)@(=@@Bก"A">)$ก(A"75"ก(>3e" ก3 !ˆ" (F( '9ก(
8 "ก=AF5ก7 e%<;V{$ (ก( 3%: "<ก((@'กก EC
E-Government
E-government. )Bก(A#5 e-commerce @'9ก(87*=>*(*"'u3%:ก(AF5(ก( *
(V<=>? 62>2(:##" !"@<('>p(ก8 3%: f!!%($4>(D%"C"
(@'C>*=">"B" ? '2O"F"=>"*(V:
E-government application *@(G3=>6752O"*@3F%ก ? )B
ก) government-to-citizens (G2C) F"=>"(D%AF5(ก(<=>?e=" internet
4) governmenttobusiness (G2B) F"=>"(D%4F(BfBC4>8กF"=>"
p(ก84>ก#"
)) government-togovernment (G2G) ก&8:2O" EC 'ก7(:F=>F"=>"4>(D%
F"H>ก(:'9กF"=>"4>ก(D%F"H>
27
Customer-to-Consumer(C2C) E-Commerce
Customer-to-Customer (C2C) F@GH> E-commerce fH>'C>e15fBC3%:e1542O"(=
(6@=675'9p(ก8) *@(G'9675F%'> 6753ก=
C2C auctions e154(=*=>4>62" Web )"ก%>!BAF5e15fBC(=2(:@1%
F(B'9ก(2€72(:@1%75<">e="'>fv'$3($''9F"5'" C
Classified Ads 87'9 ads online !BPTUV4*")5
Personal Services 2(:กu*"AF5ก((ก( #=" (=)@ (f=@3f@*>
2%1ก*(5>" internet
Support services to C2C 2O"ก(*"*"p"ก8ก((@4> C2C #=" ก(#9(:>"
ก(*=>4> 2O"<5"
6.6 E-Commerce Support Services: Advertising Payment and Order
Fulfillment
ก(2(:pก<$A#5 B2B 3%: B2C <5>ก(ก(8=>"3%:ก(87F*")562AF5e15fBC
Portals <5>ก( *>')(A*=65 “%“ 8:F&"= >)$2(:ก4>ก(AF5(ก( @
F%กF% #="
e-infrastructure (mostly technology consultants, system developers and integrators,
hosting, security, and networks)
e-process (mainly payments and logistics)
e-markets (mostly marketing and advertising)
e-communities (different audiences and business partners)
e-services (CRM, PRM, and directory services)
e-content (supplied by content providers)
28
Representative Advertising Strategies Online
ก(2(2(p>ก(PTUV37C>7@62*1=ก(PTUV""<($"&< '9AF5ก7)@
6752(F%2(:ก( #=":
*@(G2(AF5'"*@675<%7% P7A#5<5"'p"<93%:'9675(&
*@(G45GH>e15fBC'@uก;!A"ก(fBCก%p=@AFS=675'P%ก
>)(C>G1กก=ก(PTUV3*B*>!@!$ *B'p *BP'('u"$
*@(G<*"> 3%:!p=>262>ก%p=@e15*"A82O"!uU<=> ? 3%:/F(B
e15*"A8Q!:)"
@)@*@F<p*@e%A"ก(5ก(PTUV4HC"62""<($"&< A"4V:'e15#@
ก9%>!@@ก4HC"
Shortcomings: *="@ก8:ก!"ก)@p=>กA"ก(72(:*'e%3%:ก(
<7*"A8'>75" <5"'p"A"ก(PTUV
29
Major Strategies Used
1) Affiliate Marketing and Advertising:
2) Search Engine Advertisement:
3) Ads as a Commodity:
4) Viral Marketing:
6) Customizing Ads: *=>PTUV'F@:ก%1ก)53<=%:( (one-to-one advertising)
7) Online Events, Promotions and Attractions:
8) Live Web Events:
9) Advertising in Newsletters:
10) Posting Press Releases:
11) Advergaming:
30
Electronic Payments
Electronic Payments )B *="F"H> A">)$(@4>ก('9p(ก8 8:2O"37@F(B
"6%"$ก&<@ 3<=ก(8=>"P7ก(7@?6@=F@:*@ก EC P7Q!:=> >
3 B2B )(8:2O"(1237><=62"C
Electronic funds transfer ก(P">"P7A#5*B%)'(")*$
Electronic Checks (e-checks) 8:2O"3)%5?ก#&)'(A#5' 62 "@A#5ก B2B
Electronic Credit Cards '9AF5ก(#9(:>"3 online '9675>=4HC" P7e="'>
credit card
Purchasing Cards A"ก(V4> B2B @"8:'7'@ก electronic credit cards.
Electronic Cash (e-cash) @*@(12375ก")B: stored-value money cards, smart
cards 3%: person-to-person payments.
Three forms of electronic cash
Person- to-Person Payment (123F"H>4>e-cash '@AF5@ก(P">"(:F=> (
=*>( F(B(:F=>(:=ก>)$ก(p(ก8 P76@=675A#5 credit card
Stored-value money card (123F"H> 4> e-cash fH>ก&>"'6758=%=>F"565 ก="3%5
65 89"">"8:G1กFก'pก ? )(C>'ก ($7G1กA#5
Smart card (123F"H> 4> e-cards fH> ((8p microprocessor (chip) 65 '9AF5 ก($7
*@(Gก&*(*"'u'<5>A#56589""F"H> @"8:G1ก"9@2(:@% @BA#5
Electronic Bill Presentment and Payments @AF5%1ก)58=>"2O"(7B" #=" )=
P'(u!'$ )="C9 )=6v 2O"<5" e="'>(ก("6%"$
Paying Bills at ATMs 2O"ก(#9(:>"e="'>)(B> ATM
Micropayments )B ก(8=>"89"""5 ? P7A#5 credit card
B2B special methods )B ก(8=>"(123'<=>ก62A"ก('9p(ก8 #=" wire
transfer, electronic letter 2O"<5"
31
How e-credit cards work
32
Security in Electronic Payment
*>(B>'<5>"9@!8(V)B :6('8:'9AF5 EC payment 2%7; 3%: ก(A7
)("9@A#5
)@<5>ก(กก)@2%7;
ก(((> (Authentication) e15fBC e1543%:paying institution 8:<5>F&"<(>ก"'C>
*@…† A"ก('9 p(ก((@'ก9%>79""1=
)@2O"ก;! (Integrity) <5>@"A8=45@1%3%:*(*"'u'G 1ก87*=>A"EC 8:6@=
ก7p< F<p ก7ก(ก(:'9'2(:*>)$(5 F(BG1ก'9%A"4V:'ก9%>*=>e="
ก(6@='9ก(2* (Nonrepudiation) !=)5<5>'9ก(<=<5"ก(ก%กก(*>4>
8ก%1ก)5'=>6@=@F<pe% A"'>ก%ก" %1ก)5=@<5>2>ก"ก(2*ก(*=>
4>6@=@F<pe%F%>8กก(8=>"623%5 (ก(2*45><5"('C>*>…†)(ก=
repudiation)
Security in Electronic Payment
)@2O"*="< (Privacy) %1ก)5F%?(<5>ก(AF5#C#7GH>)@@"A8 !ก4
6@=<5>ก(AF5e15B"(15= 4fBC:6( 8=>"P7ก(A7
)@2%7; (Safety) %1ก)5<5>ก()@@"A8= @)@2%7;!!> @BAF5
F@%4)(7<ก($7""<($"&<
Security Protection
@F%75ก"A"ก(A"ก((กU)@2%7; F%ก?3%58:A#5ก(45(F*
(encryption)@ก'*p7 ก(B"?6753ก=
E-wallets (digital wallets) ก%6ก'>fv'$3($'AF5 security measure 3%: )@
*:7กA" EC purchasing 456575ก"
="!@<@A" A Closer Look 6.3 yE-Money: The Future Currencyz page 28
33
Use of a mobile phone as an e-wallet
Security in Electronic Payment
Virtual credit card ก%6กA"ก(8=>"'@AF5e15fBCfBC4>;A<5 ID number 3%:
(F*e=" "F"H> 3'"'8:A#5F@%4)(7<ก($7
Payment Using Fingerprint fp22($@ก&<(@"9@A#5ก"@ก4HC" P7'9ก()7%ก
%!@!$"C65ก=" @B%1ก)562fBC4>8:'9ก(<(8*e15fBCe="'>%"C
@B=e15"C")BA)( 8ก"C"8H>'9ก(FกS#F(B)(7<ก($7
Order Fulfillment
@B(U'44>AF5%1ก)53%5 ก(:"ก(<=62"C8:ก74H"C 87<(@*")5'<5>
ก(87*=> ((8p (pack) 87*=>62AF5GH>@B%1ก)5 (ก&>"%=>F"5 F(B>%ก=")
(กก&>" <(@(4>)B"A"ก(V'6@=@e15(F(B%1ก)5<5>ก()B"4> 'C>F@7"C
(ก Order fulfillment
34
Order fulfillment and the logistics system
6.7 Ethical issues in e-business
8((((V'กก EC *>(B>F%ก?') (!8(V6753ก=
)@2O"*="< (Privacy)
!H>(:@7(:>(B>ก(%=>%:@7*'*="p))% #=" <(8*e-mail 4>!"ก>"
'pก)" <(8*ก(A#5>")@!<($A">)$ก(
Web Tracking
'9ก("'Hก2(:<e15fBCe=" ก(#9(:>" ก(ก&45@1%@B@e1545@@#@A"
Website 2O"<5"
35
*1S*>" (Loss of Jobs)
(B >F"H>'" =*"A84> EC กกก(*1S*>"4>*B<ก%>'AF5(ก(
*> (123)B
(1) matching 3%: providing information
(2) value-added services #=" ก(AF5)92(HกU
Ethical issues in e-business
<ก%>''9F"5'A"3' 1 *@(Gก%กก(85>>"675 ((ก2(กก(V$
"C= Disintermediation (ก(ก%ก)"ก%>) 'C>"C"B>8ก EC 6@=892O"<5>A#5
)"ก%> (e151=(:F=>ก%>4>e1543%:e15fBC)A"%กUV:"C
!F&"=?') "ก%> #=" broker fH>'9F"5'!@@1%)=A"ก((ก( F(B
2O"e15#9"S 6@=*@(G487ก62675'C>F@78ก EC 2(กก(V$3"C(ก
= Reintermediation (ก()>)"ก%>65) fH>ก&)B<ก%>''9F"5'A"3'
2 "">
36
Legal Issues Specific to E-Commerce
<=>4>45กWF@' ก45>ก EC #="
ก(F%ก%> fH>@@@ก""<($"&< >)>))p@675ก
#B P7@"<=>? (Domain names) 8<"<C>!B2(:P#"$4><">*@B"ก F%ก
AF5e15)"5 F4562> Web 4><" P7A#5#BP7@")%5กe15B" "ก8ก "C">@ก
3F"H>'(ก= Cybersquatting F@GH> !ก'87#BP7@"65 !B)7F>=
8:4#B'8765A";F%>75()'3!>@ก
;U3%:)=(ก(B" ? fH>8:4H"C 1=กกWF@4>3<=%:'5>' "ก8ก"C" >@
ก(P<535>GH>ก(8==>6( '=A7 3%:AF5A)(75
%4*'” (copyright) 2O"(B>p=>กA" EC '8:'9ก(2ก2>'(!$*"'>2qSS
Protection of Buyers and Sellers
@F%3"'>75ก"A"ก(2>ก"e15fBC3%:e154G1กF%ก%>A" EC
Buyer Protection 7>3*7>65A"<(>F"5G762
Seller Protection <5>@ก(2>ก"#="7ก" #=" %1ก)56@=@8=>" (4>3%5
ก=>6@=675(2O"<5"
<5>@ก(>3e"'ก45>ก45><5"6575
37
Tips for Safe Electronic Shopping
6.8 MANAGERIAL ISSUES
1 E-commerce failure
#=>2a 2000-2002 p(ก8 Dot-com %5@F%89""@ก *F<pF%กก&)B <3ก(
*(5>(6756@=G1ก<5> 473e"ก%p'$3%:3e"(>(*G"ก(V$QpกQ" 6@=
*@(G7H>%1ก)545@A#5>"675@ก!!> 47>"'p"*"*"p" *")5'43
online )%5 ? ก"8H>@)31= 4=>@ก P)(>*(5>4> order-fulfillment 6@=7 47ก(
87ก(=>@)pV;! ก7454735>A"(B>#=>'>A"ก(8789F"=
2. Failed EC initiatives within organizations.
ก7454735>A"ก('9p(ก8A"(123 EC ก ก('9p(ก8A"(1237@ #=" ก(
'9p(ก8A"(123 EC '9AF52(@Vก(44>F"5(5"37@%7%> '9AF5ก7
)@4735>4HC"@A">)$ก(
38
MANAGERIAL ISSUES
3. Success stories and lessons learned
A"4V:7ก"ก&@)@*9(&8A"ก(79""p(ก83 EC AF5F&"#="ก"
4. Managing resistance to change.
Electronic commerce 8'9AF5AF5!BC"D"A"ก('9p(ก8ก7ก(2%"32%>
!"ก>" Vendor3%:%1ก)58<=<5"ก(2%"32%>'ก74HC" 7>"C" ก(AF5
)@(15 ก((@3%:2€7e<=*(V#"*ก#=>%F"H>ก="'9ก(
2%"32%>8:#=3ก52qSF"C675
MANAGERIAL ISSUES
5. Integration of e-commerce into the business environment.
E-commerce <5>ก()@(=@@Bก"A"F% ? ;)*="4>p(ก8A">)$ก( )@
(=@@B"C(@GH>ก(>3e" ก(87*(('(!ก('@3%:<5>A#5A"P)(>>"<=> ?
ก(#B@<=(:F=> EC กD"45@1% P2(3ก(@2(:pก<$'@A #5A"2q88p" 3%:
infrastructure <=> ?
6. Lack of qualified personnel and outsourcing.
@e15)"6@=@ก'2O"e15##SA"75" e-commerce 3<=8:F&"= @F%(B>'7'
<5>ก(e15##S #=" )7ก(V$=@BA78:87AF5@ special promotions " Internet
F(B '9=>6(8:'9 e-market '@(:*(*"'u'(@e15fBC3%:e154<=> ? 65
75ก" 3%:%1ก)53A7') (8:713%(กU2O"!uU;A<5*;!37%5@A7 7>"C"
8<5>@>F@B"ก"= )(8: outsource ก(79"">">>"4> e-commerce
ก625>
39
MANAGERIAL ISSUES
7. Managing the impacts and implementation
e%ก(:'4> e-commerce กก organizational structure, people, marketing
procedures, 3%: profitability 8@ก=>)76@=GH> 7>"C"ก(87<C> committee
F(B organizational unit !B!ˆ"ก%p'$3%:(F(87ก( e-commerce GB2O"
(B>892O"
"B>8ก)@ff5"3%:F%กF%3>=@p@4>2qSFfH>2O"(B>((@74>
EC 8H>892O"=>>'<5><(@3e"ก(%>@B'9 3e")(2(:ก75 goals,
budgets, timetables, 3%: contingency plans 3e"F%=")C ((:pG>H legal,
financial, technological, organizational, 3%: ethical issues '<5>ก45>
A"4V:%>@B'9
MANAGERIAL ISSUES
8. Alliances.
2O" idea '6@=%"กA"ก(!"@<(F(Bก%p=@(U'#=ก"e%ก7" e-commerce
!"@<(8:*(5>@BA7ก&675 !(:> EC #=" Amazon.com @!"@<(F%!"
(U' 2qSFก&)B !"@<(ก%p=@A7'<5>ก((=@@B75 (123)@(=@@B)(2O"
3A73%:กA)(
9. Choosing the company/s strategy toward e-commerce.
ก%=P7'62 @*@'>%Bก75ก" )B
(1) "9 (Lead): 87AF5@ก(79"">"A"#> large-scale innovative e-commerce
(2) 713%:()Pก* (Watch and wait): 6@=<5>'9:6( …71=>(:@7(:>=
:6(ก74HC"A"<%7!B71=GH>%F@:*@'8:4562F(B>
(3) F2(:*ก(V$ (Experiment): (@>*="!BF2(:*ก(V$ (learn by doing).
40
MANAGERIAL ISSUES
10. Justifying e-commerce by conducting a cost-benefit analysis is very
difficult.
e%2(:P#"$33…>(5"3%:ก(472(:*ก(V$8"9@fH>ก(2(:@"<5"'p"
3%:e%2(:P#"$6@=G1ก<5> 7>""C ก(uHกUGH>)@2O"626758:<5>ก(:'9ก="
(@GH>ก(2(:@V<5"'p"3%:e%<3'"<=> ? <5>ก(:'9ก="
8F45' 6
@)9G@@•)(}}.
41