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Chapter 11. Views from the Edge—Conversations with Executives

Chapter 11. Views from the Edge—Conversations with Executives

In this book we developed a methodology to assist executives and managers in the creation of e-commerce strategy. The methodology is based on interviews and discussions with hundreds of individuals and companies, together with a synthesis of the data and information that permeates the business literature. The methodology attempts to define

  • The conceptualization of strategy: building a overview of the complex interactions that need to be considered in the marketspace before a strategic plan is created

  • The forces that drive strategic thinking within the framework of electronic commerce: both the positional forces of market, service, technology, and brand as well as the bonding factors of leadership, infrastructure, and organizational learning.

  • Organizational issues such as the need for adaptive organizational structures

  • Technology considerations


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