Preface. Acknowledgments. 1. Formulating an Internet Strategy in a Networked World. The Internet as a Business Solution or Pandora's Box. The Way Forward.
New Organizations: Born on the Net. Existing Organizations: Move to the Net. Move to the Net: Pillars of Success. Infomediaries and Business-to-Business Consortia. B2C, B2B, B2G, and G2B. Business-to-Government E-commerce. Government-to-Business E-commerce. Interorganizational Systems: B2C, Consortia, B2B, B2G, G2B.
2. Creating an Integrated E-commerce Strategy. Seven Dimensions of an E-commerce Strategy.
The Bonds of an E-commerce Strategy. Four Positional E-strategic Directions.
Summary.
3. Ownership Issues. The E-centric Management Structure.
Senior Strategic Management Group. Content Owners.
Content.
Content May Be King, But it is Value Chain that is the Power Behind the Throne.
Summary.
4. E-strategy Leadership Through a Technology Focus. The Role of the Executive Technology Champion. Internal Technology Leadership: The Seven S Framework.
Strategy: The Alignment of Technology and Corporate Planning. Structure: Characteristics of a Flexible, Agile E-organization. Systems: The Nervous System Through Which the Organization Reacts to Its Environment. Staffing. Skills: Running Up a Down Escalator. Style and Shared Values: The Magic That Raises the Ordinary .com to Become a Great.com.
Summary.
The Seven S Framework: Issues and Actions.
5. Developing a Market Focus: Sector Strategies in Segmenting Markets. Manufacturing. Mixed Goods and Service Organizations. Service Organizations. Summary.
6. Service Leadership - Adding Value to the Customer at Every Point of Contact. Bricks-and-Mortar to Clicks-and-Mortar Transition.
OfficeDepot.com.
The Internet Service Value Chain - Where the Rubber of E-commerce Meets the Road.
Customer Acquisition. Customer Purchase Support - A Helping Hand to Smooth the Transaction Process. Customer Fulfillment - Timely Delivery: A Key to Successful Service. Customer Continuance and Support - Maintaining That Customer Relationship Between Purchases. The Customer Service Channel.
Summary.
Service Leadership: Rules of Internet Strategy.
7. E-branding - The Emergence of New Global Brands. Brand Creation: First to Market Wins and Wins Big.
Amazon.com. Developing a Brand Creator Position.
Brand Follower: A Last-Mover Disadvantage or Recoverable Position? Brand Reinforcement - The Development of a Continuous Brand Model Across Media.
Fending Off Brand Dilution: To Be Seen Online but Not to Sell Online.
Brand Reposition: Core Brand Values Combined with a Modern.
Customer Experience.
Summary.
Brand Leadership: Rules of Internet Strategy.
8. Formulating an Internet Rollout Strategy. Development Options-Where to Develop an E-commerce System (Internal, External, or Partnering).
The Internal Development Route. The External Development Route - Outsourcing as an Approach to Systems Creation.
Summary: Development Issues.
Hosting Options - Hosting Websites, Maintaining Control, and Managing Flexibility. Application Design. Network Topology. Server Configuration.
9. Internet Strategy Effectiveness - A Scorecard Approach. Forces Affecting Strategy Formulation - Understanding the Forces That That Impact You Is Half the Battle to Overcoming Them. Internet Strategy Effectiveness - The Creation of a Metrics Program.
Internet Effectiveness Scorecard.
The E-value Map.
Ownership Value Map. Ownership Levels. Process Value Map.
Summary.
10. Waves of the Future - Issues That Will Shape the Formulation of Strategy. The Agile E-commerce Organization. Technology Change - A Rising Tide Does Not Lift All Boats Equally. Brand Changes - Brand Equity, the Currency of the Global Leaders.
Leadership. Stability. Market. International Scope. Trend. Support. Protection.
Service Changes - Evolving to Meet the Changing Expectations of the Customer.
Customer Acquisition. Customer Support - During Purchase. Customer Fulfillment - Purchase Dispatch. Customer Continuance and Support.
Market Changes - The Rapid Evolution of Global, Segmented Systems-based Markets.
Market Segmentation. Global Markets. Market Hubs. Future Directions: Agile and E-organization Confluence.
Change in External Relationships - It Is the Company We Keep That Determines Who We Are.
The Battle for Information Supremacy: The Information Hub.
Government and Political Change-The Visible and Invisible Hands That Influence Commerce.
The United States of America. Global Issues. The Eighth Principle.
Commentary on the Road Ahead.
11. Views from the Edge - Conversations with Executives. Executive Interview # 1: Travel Related Services. Executive Interview #2: Financial Services. Executive Interview #3: Power Utility. Executive Interview #4: Telecommunications. Executive Interview #5: Healthcare Services. Future Steps: Epilogue. So, What of the Future?
Appendix A. United States Department of Commerce. Appendix B. Featured IBM Technology in Charles Schwab Case Study. Index. 