Doing E-Business: Strategies for Thriving in an Electronic Marketplace / Edition 1

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Acclaim for Doing E-Business

"Doing e-Business will both stimulate and irritate executives seeking to get inside e-business, for it will surely make them uncomfortable with their firm's e-business vision. Whether you're a member of an incumbent firm or a start-up, Taylor and Terhune provide a broad, but practical, framework for creating and pursuing an e-business vision. They eloquently explore the many components of creating and pursuing an e-business vision, while pointing out the potholes that lie in the road ahead."-Dr. James Senn, Director, IT Management Group, Georgia State University

"Doing e-Business captures the essence of the B2B commerce megatrend and provides practical advice to executives who want to benefit from this trend. This book gets beyond hype to help you understand why the way we do business will be very different in three years."-John Bermudez, Senior Vice President, Research Operations, AMR Research, Inc.

"Doing e-Business is an insightful look at the emerging e-economy. It avoids rhetoric and presents an accurate view of the present with coherent e-visions that help the reader prepare for the future of e-business."-Edward D. Horowitz, former chairman, e-Citi

"Doing e-Business is a great book. Not only do the authors do an excellent job of summarizing the state of the art in e-business, but they also do something that is much rarer: they take a hard look at what has worked and not worked to date, then take serious positions about what the future of e-business will look like over the next several years. They offer business leaders practical and actionable advice and direction. A must read."-Terry Waters, Chief Operating Officer, ScreamingMedia

"The authors have a level of expertise and experience in e-business strategy that is very rare. The insights and practical suggestions contained in Doing e-Business will have a tremendous effect on supply chain management and the way e-business is conducted through the twenty-first century."-Jay Roccafort, Chief Executive Officer, TPS Holdings

"For anyone interested in understanding where e-business is going, this book is a must read. It is very approachable, with lots of valuable nuggets of practical advice that are easy to mine. Overall, a fresh perspective that is exciting, insightful, and well done. Bravo!"-Frank A. Wander, President, Group Intelligence, and former CIO, Prudential Insurance

"The ideal balance between vision and execution, Doing e-Business is the one source to read. It examines the dynamics of technology, human behavior, and marketplace fundamentals to help executives imagine what is possible and begin with what is practical."-Ellen Holladay, Chief Information Officer, Motion Industries

"The authors' powerful insight into the workings of e-business is unquestionably a must read for those who want to stay afloat on the rapidly changing tides of technology. This book superbly identifies the benefits and pitfalls that lie ahead for those who dare to tread in the 'new' business world."-Stuart J. Sawabini, President and Chief Executive Officer, Eventra

Strategies for becoming a fully functional E-business.

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Editorial Reviews

Private consultants Taylor and Terhune describe a way for CEOs, managers, and entrepreneurs to integrate e-commerce into their businesses, whether they are already involved in e-business or just beginning. Their focus is on the long term operational business environment. Both business-to-business and business-to-customer aspects are covered. The book includes information on building and managing micro-brands, assessing customer loyalty, and selling e- business ideas to financial backers. A list of websites used in the research is appended. Annotation c. Book News, Inc., Portland, OR (
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Product Details

  • ISBN-13: 9780471380658
  • Publisher: Wiley
  • Publication date: 12/15/2000
  • Series: Upside Series , #1
  • Edition number: 1
  • Pages: 304
  • Product dimensions: 0.81 (w) x 6.00 (h) x 9.00 (d)

Meet the Author

DAVID TAYLOR, PhD, has been an e-business strategy and measurement consultant for fourteen years. Prior to cofounding eMarket Holdings in 1999, he was group vice president of e-business for Gartner Group. He started Gartner Group's consulting practice on EDI in 1987 and Gartner's E-Commerce research group in 1988. Before that, Taylor managed business applications software products for AT&T.
ALYSE D. TERHUNE has nearly twenty years' experience in the information technology field. She was a research director at Gartner Group and headed their Electronic Commerce and Extranet Application service prior to cofounding eMarket Holdings with David Taylor. Terhune has provided expert advice and consulting services to thousands of business leaders who are moving from traditional to hybrid online business models.

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Read an Excerpt

Chapter 1: E-Consumers: Power to the People

Information is power, or so the saying goes. If true, then Internet-enabled consumers should be some of the most powerful people in the world. But the reality is that the Internet only offers people the potential to use its information to become more powerful. Few consumers realize this potential. In fact, many of the consumers we talked with felt more overwhelmed than powerful, because of the glut of information available online. What most consumers want is the power to get the information they want and, more important, avoid the information they don't want. Of course, a big part of the information consumers don't want is the advertising that pays for the information they do want. Can you say "catch-22"? Consumers don't want to pay for information either, as we'll discuss later in this chapter.

One empowering aspect of the Internet, beyond simple access to information, comes from a reduced dependency on others. Take, for example, individual investors. No longer dependent on brokers, who get their information from analysts, who get their information from the press releases and the management of the companies they recommend, individual investors are now able to get those same press releases, marketing hype, and other information directly from the web sites of the companies in which they are considering investing. Better than that, there are over 20,000 infomediary web sites aimed at individual investors, all trying to empower them with information (that is closely intermingled with advertising). There are sites that rate the other sites, and even metamediary sites that offer a list of the best rating sites. The meredescription of the market is overwhelming!

Savvy Internet users are those who figure out a method for integrating the dozens or hundreds of information and advisory sources to reach better conclusions than they might have reached by depending on a single source, such as a stockbroker. Less savvy Internet users are those who wind up accepting the advice of someone pointing to an investor bulletin board, because they appear not to have a hidden agenda. This strategy for using the Internet for investment (or other types of) advice looks particularly questionable when one considers the case of Jonathon Lebed, a 15-year-old boy who made $273,000 by buying stocks and then hyping them using aliases on Yahoo! Finance. His case illustrates the hidden agenda of many who give advice online.

Many consumers seem to have traded trust for power. Instead of blindly trusting their doctors, bankers, and brokers to be experts, an increasing percentage of consumers has chosen to second-guess these professionals by spending their days, nights, and weekends doing the research that they used to entrust to others. This process can be used to reduce transaction costs (e.g., stock trading commissions, banking fees, number of doctor visits) and may keep people from blindly accepting advice. On the downside, empowering consumers is also creating an air of what we would call global skepticism-a general mistrust of the ability of others to do their job and to act responsibly. Thus, Internet-empowered consumers also tend to be distrustful, skeptical, and even downright cynical. This is important for the management of corporations to understand, as they must develop new types of messages and new delivery vehicles designed to respond to these empowered, distrustful consumers.

While it is easy to say that the Internet has caused a major shift in the balance of power to the consumer, we found that most of the Internet-using consumers we talked to are really not doing much to actually use the information they find online. Even though customers now have better information than customer service representatives or the average salesperson, most people are not using this information to negotiate a better deal.

One of the informal tests we conducted for this book was to go to corporate web sites of shipping companies, car dealers, banks, brokerage houses, phone companies, and other companies where price information, account status, and other transaction information is available online. The purpose of our test was to see whether we, as moderately sophisticated, nontechnical Internet users, could use the power of Internet information to get a better deal or special treatment, or just to overwhelm salespeople and customer service representatives with our superior information. Our results were not scientific, as there was no sampling procedure...

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Table of Contents



E-Consumers: Power to the People.

Building E-Motionally Involving E-Businesses.

From E-Tailing to Consumer Automation.

Building and Managing Microbrands.

Can Customer Loyalty Survive the Web?

How to Compete with the Unknown.

Web Channel Conflict.

The End of Fixed Pricing.

Emerging E-Commerce Business Models.

The Evolution of B2B E-Markets.

Collaborative Business Communities.

E-Business Technologies: Realizing Their Potential.

Conclusion: Top E-Business Trends and Practical Strategies.

Appendix: Selected Web Sites Used or Referenced in Our Research.


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