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Chapter 2. Creating an Integrated E-commerce Strategy

Chapter 2. Creating an Integrated E-commerce Strategy

Chapter 1 considered some of the issues that underlie e-commerce strategy formulation and noted that the strategy employed will vary depending upon

  • The nature of the organization—born on the net or move to the net

  • The nature of the product—service based, manufacturing, or mixed

  • The online model the organization wishes to adopt—B2C, B2B, and so forth

In order to understand the process of e-commerce strategy better, a more systematic examination of the strategic factors involved has to be considered. To do this we'll use a model, which with modification can ultimately be utilized across the differing portal environments such as B2C and B2B.


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