Learning to seeThe art of electronic commerce

Richard T. WatsonTerry College

The University of Georgiarwatson@terry.uga.edu

Vision

Vision

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

Hex model

Firm

Investor Government

Employee

Firm

Investor Government

Employee CustomerCustomer

Supplier/intermediary

Supplier/intermediary

Supplier/intermediary

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?

Focus

Event listing

Ticket sales

Advertising Data

Subscription

Transaction fee

Referral fee

Impression fee

Sale

Revenue options

Service options

Focus

Customer value shift

Customers

Traditionalbusiness

Informationbusiness

Value

The information systems cycle

Information

Plans

Data

Handling the present

People&

technology

Remembering the past

Preparing for the future

Integrated Internet Marketing

Asynchronoustext

Synchronoustext

Web Audio Video …

InformationConsultation andadviceOrder-takingHospitality: takingcare of the customerSafekeeping: lookingafter the customer'spossessionsHandling exceptionsBillingPayment

Organizational change

Alpha change

Beta change

Gamma change

Change dimensions

Sydney Opera House

Guggenheim Museum, Bilbao

QuickTime™ and aPhoto - JPEG decompressor

are needed to see this picture.

Weatherhead School of Management

Case Western University

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

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

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

Pricing

Weakbuyer

Weakseller

Strongbuyer

Strongseller

Retailingcommodity market

Dutch auction

Auction

Reverseauction

Negotiation

Distribution

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

Customer service

Interaction andcustomization

Labor intensity

Low High

High

Low

Servicefactory

Professionalservice

Massservice

Serviceshop

Customer service

Customization

InteractionLow High

High

Low

Servicecenter

Utility

The club

Massentertainment

Customer service

Household network

Household server

Informationserviceprovider

National InformationInfrastructure connection

The data/service cycle

Transactions

Operationaldata stores

Datawarehouse

Business intelligence system

Information

Informedemployees

More satisfiedemployees

Improvedcustomerservice

Betterdecisions

InformedcustomersCRM

Integrateddatabase

Analysistools

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

Accelerating insight velocity