Professional Documents
Culture Documents
society.
Fifteenth Edition
Chapter 2
E-commerce Business
Models and Concepts
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Learning Objectives
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Tweet Tweet: Will Twitter Ever Find a
Business Model That Works?
• Class Discussion
– What characteristics or benchmarks can be used to
assess the business value of a company such as
Twitter?
– Have you used Twitter to communicate with friends or
family? What are your thoughts on this service?
– What are Twitter’s most important assets?
– Which of the various methods described for
monetizing Twitter’s assets do you feel might be most
successful?
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E-commerce Business Models
• Business model
– Set of planned activities designed to result in a profit
in a marketplace
• Business plan
– Describes a firm’s business model
• E-commerce business model
– Uses/leverages unique qualities of Internet and Web
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Categorizing E-commerce Business Models
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B2B B2C
From buyer demand, less price sensitive Stimulated by marketing, extremely value
sensitive
Consultative Selling based on understanding a Convincing customer approach
client’s needs and developing a relationship of
trust
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B2C B2B
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B2C Business Models
• E-tailer
• Community provider (social network)
• Content provider
• Portal
• Transaction broker
• Market creator
• Service provider
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B2C Models: E-Tailer
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B2C Models: Community Provider
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B2C Models: Content Provider
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Insight on Technology: Connected Cars and
the Future of E-commerce
• Class Discussion
– What is the Internet of Things (IoT)?
– What value does the IoT have for businesses?
– What impact does the IoT have on the content
industry?
– What impact does the IoT have on vehicles?
– Are there any disadvantages to “connected” cars?
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B2C Business Models: Portal
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B2C Models: Transaction Broker
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B2C Models: Market Creator
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B2C Models: Service Provider
• Online services
– Example: Google—Google Maps, Gmail, and so on
• Value proposition
– Valuable, convenient, time-saving, low-cost
alternatives to traditional service providers
• Revenue models:
– Sales of services, subscription fees, advertising, sales
of marketing data
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B2B Business Models
• Net marketplaces
– E-distributor
– E-procurement
– Exchange
– Industry consortium
• Private industrial network
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B2B Business Models
• BerlinPackaging.com
• Knobs.co
• BulkBookStore.com
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B2B Models: E-Distributor
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B2B Models: E-Procurement
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B2B Models: Exchanges
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B2B Models: Industry Consortia
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Private Industrial Networks
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How E-commerce Changes Business
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ASSIGNMENT: Forming Business Idea
• Which industry?
• Who does your business want to serve? Clearly define target
customer and their problem.
• What product/service does your business help to solve their
problem?
• How your product solves their problem?
• DELIVERABLE: CUSTOMER AVATAR
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Eight Key Elements of a Business Model
1. Value proposition
2. Revenue model
3. Market opportunity
4. Competitive environment
5. Competitive advantage
6. Market strategy
7. Organizational development
8. Management team
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1. Value Proposition
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What is your niche?
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WHO do you serve?
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WHAT PROBLEM do you help them
solve?
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WHAT is your Solution?
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WHAT are the desired RESULTS?
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Value Proposition Canvas
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VALUE PROPOSITION FORMULA
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More Example
• 8 Powerful Value Proposition Examples (& How To Write
Yours) | Consulting Success
• WHAT IS YOUR BUSINESS VALUE PROPOSITION?
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2. Revenue Model
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Insight on Society: Foursquare: Check
Your Privacy at the Door
• Class discussion:
– What revenue model does Foursquare use? What
other revenue models might be appropriate?
– Are privacy concerns the only shortcoming of
location-based mobile services?
– Should business firms be allowed to text or call
mobile devices with advertising messages based on
location?
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3. Market Opportunity
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4. Competitive Environment
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5. Competitive Advantage
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5. Competitive Advantage
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6. Market Strategy
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7. Organizational Development
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8. Management Team
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Industry Value Chains
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Figure 2.4 E-commerce and Industry Value
Chains
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Firm Value Chains
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Figure 2.5 E-commerce and Firm Value
Chains
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Firm Value Webs
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Figure 2.6 Internet-Enabled Value Web
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Business Strategy
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E-commerce Technology and Business
Model Disruption
• Disruptive technologies
• Digital disruption
• Sustaining technology
• Stages
– Disruptors introduce new products of lower quality
– Disruptors improve products
– New products become superior to existing products
– Incumbent companies lose market share
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Careers in E-commerce
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Copyright
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