learning to see the art of electronic commerce richard t. watson terry college the university of...
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Learning to seeThe art of electronic commerce
Richard T. WatsonTerry College
The University of [email protected]
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Vision
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Vision
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Receiver
Business Consumer/citizen
Employee Government
Business Logistics Marketing Education &motivation
Reporting
Sender Consumer/citizen
Retailing Productcommentary
Customerservice
Payments
Employee Expenses &benefits
Relationshipmarketing
Knowledgemanagement
Compliance
Government Regulations Bills Rightseducation
Financialtransfers
Stakeholder opportunity grid
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Hex model
Firm
Investor Government
Employee
Firm
Investor Government
Employee CustomerCustomer
Supplier/intermediary
Supplier/intermediary
Supplier/intermediary
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Hex modelStakeholder
Firm’s goal Questions
Investor Minimize the cost of capital How does a Web-based information system make a firm a more attractive investment proposition?
Government Influence government decision making
How can Internet technology be used to influence political and public opinion?
Employee Share knowledge across the organization
How does the firm design and deliver an Intranet that makes knowledge accessible when and where required?
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Focus
Event listing
Ticket sales
Advertising Data
Subscription
Transaction fee
Referral fee
Impression fee
Sale
Revenue options
Service options
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Focus
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Customer value shift
Customers
Traditionalbusiness
Informationbusiness
Value
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The information systems cycle
Information
Plans
Data
Handling the present
People&
technology
Remembering the past
Preparing for the future
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Integrated Internet Marketing
Asynchronoustext
Synchronoustext
Web Audio Video …
InformationConsultation andadviceOrder-takingHospitality: takingcare of the customerSafekeeping: lookingafter the customer'spossessionsHandling exceptionsBillingPayment
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Organizational change
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Alpha change
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Beta change
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Gamma change
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Change dimensions
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Sydney Opera House
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Guggenheim Museum, Bilbao
QuickTime™ and aPhoto - JPEG decompressor
are needed to see this picture.
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Weatherhead School of Management
Case Western University
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Object-oriented thinking
physical flow
electronic flow
order
book
servicerequest
book
editorial
sale
check
credit card statement
order
Amazon.commarketing
IS developmentcoordination
credit cardaccount details
credit cardauthorization
Customereditorialordering
Parcel servicedeliverytracking
Bankpayment
Authormarketing
Book wholesalerinventory
Affinity groupsales
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Information to differentiate
High
Low
Marketforces
A+
A
B
CCorporatestrategy
Theft byforce
Theft by stealthFraud
Products
and services
Seduction
Commodities
Trades on a stockexchange
Range ofmarketing
effectiveness
Customer's value to the firm
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Pricing
Negotiation
Auction
Reverse auction/Dutch auctionSeller makes
Buyer makes
Seller and buyermake
Tender/yieldmanagement
Bid/yieldmanagementSeller makes
Buyer makes
Singletransaction
Multipletransactions
Tender/Calloption
Retail/Put optionSeller makes
Buyer makes
Fixed
Variable
Price
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Pricing
Weakbuyer
Weakseller
Strongbuyer
Strongseller
Retailingcommodity market
Dutch auction
Auction
Reverseauction
Negotiation
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Distribution
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WebQual™
Website
quality
Intention to revisit
Intention to purchaseEntertainment
Complementary relationship
Substitutability
Ease of use
Response time/technology
Interactivity
Information
Integrated communication
Business process relation
Customer services
Design
Usefulness
Flow
Fit to task
Trust
Visualness
Innovativeness
Intuitiveness
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Customer service
Interaction andcustomization
Labor intensity
Low High
High
Low
Servicefactory
Professionalservice
Massservice
Serviceshop
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Customer service
Customization
InteractionLow High
High
Low
Servicecenter
Utility
The club
Massentertainment
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Customer service
Household network
Household server
Informationserviceprovider
National InformationInfrastructure connection
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The data/service cycle
Transactions
Operationaldata stores
Datawarehouse
Business intelligence system
Information
Informedemployees
More satisfiedemployees
Improvedcustomerservice
Betterdecisions
InformedcustomersCRM
Integrateddatabase
Analysistools
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Customer service systems
Customer uncertainty
Firmperformance
variation
HighLow
High
Low
Knowledge management
Sharing employeeexpertise
Expert system
Matching needs to services
Transaction processing
Reliable, consisent execution
Tracking
Reporting performance deviations
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Accelerating insight velocity