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This paper is not to be removed from the Examination Hall

UNIVERSITY OF LONDON IS3167 ZB

BSc degrees and Diplomas for Graduates in Economics,

Management, Finance and the Social Sciences, the Diplomas in
Economics and Social Sciences

Management and Innovation of e-business

Thursday, 10 May 2018: 14:30 to 17:30

Candidates should answer THREE of the following SIX questions. All

questions carry equal marks.

PLEASE TURN OVER

© University of London 2018

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1. An omnichannel approach to retailing refers to the integration of online and
conventional retail channels. Why are retailers increasingly adopting an
omnichannel approach and what are the problems frequently faced in adopting
this approach? Justify your answer theoretically. Use examples to support
your argument.

2. Why is it desirable to virtually integrate the diverse companies along the

supply chain? How are supply chain management technologies and strategies
being employed to achieve this virtual integration? What problems are often
faced in seeking supply chain integration? Use examples of the technologies
and strategies in your answer.

3. Why are many organisations introducing new, high profile and well-staffed,
information security departments?

4. ‘Disintermediation and reintermediation occur simultaneously within any given

market.’ Discuss with examples. Justify your answer theoretically.

5. Examine the benefits and disadvantages of personalisation, community-

building and direct email. For an organisation of your choice recommend a
suitable balance between these e-marketing tools. Explain how your
suggested solution impacts upon the company’s transaction costs.

6. Search costs can be either increased or decreased in B2C markets. Compare

two B2C cases to show how search costs are decreased or increased.
Discuss the two cases in the light of the relevant theory.

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© University of London 2018

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