Doing e-business : strategies for thriving in an electronic marketplace

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.

Author Notes

DAVID TAYLOR, PhD, has been an e-business strategy and measurement consultant for fourteen years. Prior to cofounding eMarket Holdings in 1999, he was group vice president of e-business for Gartner Group. He started Gartner Group's consulting practice on EDI in 1987 and Gartner's E-Commerce research group in 1988. Before that, Taylor managed business applications software products for AT&T.
ALYSE D. TERHUNE has nearly twenty years' experience in the information technology field. She was a research director at Gartner Group and headed their Electronic Commerce and Extranet Application service prior to cofounding eMarket Holdings with David Taylor. Terhune has provided expert advice and consulting services to thousands of business leaders who are moving from traditional to hybrid online business models.

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

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