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02 E-Commerce Models - Part 1-Book1
02 E-Commerce Models - Part 1-Book1
CHAPTER 2: E-COMMERCE
MODELS
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Contents
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Learning outcomes
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2.1. The E-commerce environment
• Activity
– For each of the environment influences shown
in Figure 2.1,
– give examples of why it is important to monitor
and respond in an e-business context.
– For example, the personalization mentioned in
the text is part of why it is important to respond
to technological innovation.
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2.1. The E-commerce environment
• Strategic agility
– Capability to respond to environmental
opportunities and threats to gain competitive
advantages
– Discuss the key points of strategic agility
– P. 59, Activity 2.1 Give examples of why it’s
important to monitor and respond in an e-
business context
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Figure 2.3
An online
marketplace
map
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2.1. The E-commerce environment
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2.1. The E-commerce environment
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Source: Dave Chaffey, [2009], E-business and e-commerce management: strategy,
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implementation and practice 4 edition, Prentice Hall, USA, Page 64
th
Source: Dave Chaffey, [2009], E-business and e-commerce management: strategy,
implementation and practice 4th edition, Prentice Hall, USA, Page 65
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Reinter-mediation
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Source: Dave Chaffey, [2009], E-business and e-commerce management: strategy,
implementation and practice 4th edition, Prentice Hall, USA, Page 66
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Countermediation
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2.2. Location of trading in the
marketplace
• Electronic Marketplace
– The new electronic marketspace has many
alternative virtual locations
– where an organization needs to position itself
to communicate and sell to its customers
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2.2. Location of trading in the
marketplace
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2.2. Location of trading in the
marketplace
• Commercial Mechanisms
– There are several ways for closing a
transactions
– Ref. p. 69, Table 2.4 for detail
– Priceline.com uses a new model that allows
client to bid on the services such as hotel,
airline ticket
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Source: Dave Chaffey, [2009], E-business and e-commerce management: strategy,
implementation and practice 4th edition, Prentice Hall, USA, Page 69
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2.2. Location of trading in the
marketplace
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2.2. Location of trading in the
marketplace
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2.2. Location of trading in the
marketplace
• Types of Intermediary
– Intermediaries changed quite a lot since E-
commerce first started.
– For a comprehensive list of intermediaries, ref.
p. 75, table 2.5
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2.3. Business models for e-
commerce
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2.3. Business models for e-
commerce
• Key elements
– Value proposition- – Competitive
products & services to environment
offer – Value chain and
– Market or audience marketing positioning
– Revenue models and – Representation in the
cost base physical & virtual world
– Organizational
structure • Complete Activity 2.3
– Management on page 79
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2.3. Business models for e-
commerce
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Source: Dave Chaffey, [2009], E-business and e-commerce management: strategy,
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implementation and practice 4 edition, Prentice Hall, USA, Page 80
th
2.3. Business models for e-
commerce
• Revenue model
– It describes how a business generate revenue
– What are traditional ways?
– The New Ways
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2.3. Business models for e-
commerce
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2.3. Business models for e-
commerce
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2.3. Business models for e-
commerce
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2.4. Auction business models
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2.4. Auction business models
• Types of auction
• English—forward or upward, initiated by
seller this is more of conventional auctions
– We commonly seen in physical world and on
virtual market
• Dutch—Reverse, downward, initiated by
buyer.
– This is more commonly seen in large
manufacture procurement
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2.5. Internet start-up companies
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Business Model-Start-ups
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Summary
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Summary
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Summary
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