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Chapter 2. Creating an Integrated E-comm... > Seven Dimensions of an E-commerce St...

Seven Dimensions of an E-commerce Strategy

The e-commerce strategy of over 40 leading U.S. and European organizations has been closely examined for this book. They represent a variety of industry sectors ranging from manufacturing to service; whose origins range from the most established and traditional of blue chip companies to born-on-the-net start-ups; with revenues ranging from $1 million to over $100 billion; in groups we could label e-commerce leaders to those we could label laggards. It became clear that the differentiation between those companies that have a successful e-commerce strategy and those that do not is a function of achieving balance among seven major factors (see Figure 2.1):

  • Four positional factors

    1. Technology

    2. Service

    3. Market

    4. Brand

  • Three bonding factors

    1. Leadership

    2. Infrastructure

    3. Organizational learning


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