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Paper Abstract: Addresses several e-commerce issues including the strategy involved in running an e-commerce company, the four infrastructures (technology, media, capital, public policy) that influence that strategy, companies, communicating with site users, met and unmet customer needs. Paper Introduction: Discuss the strategy involved in running an e-commerce company andthe four infrastructures that influence that strategy Explain why an e-commerce manager must give careful consideration to those infrastructures The strategy involved in running an e-commerce company has to beflexible because online enterprise is a fluid constantly changingenvironment Emergent strategy attributed to Mintzberg by Rayport andJaworski is the name given to setting an intended strategy or what afirm hopes to accomplish in a particular time frame p But whenthe market changes the firm Text of the Paper: The entire text of the paper is shown below. However, the text is somewhat scrambled. We want to give you as much information as we possibly can about our papers and essays, but we cannot give them away for free. In the text below you will find that while disordered, many of the phrases are essentially intact. From this text you will be able to get a solid sense of the writing style, the concepts addressed, and the sources used in the research paper. in running an e-commerce company has to beflexible because online to accomplish in a particular time frame occur relative to the fourinfrastructures of change The four infrastructures that tradeoffs of expense capability innovation and standardization have torecruitment and retention of personnel turns out they are also publishers Publicpolicy infrastructure that will affect the sgtrategy chosen for the firm and managers need to have knowledge of howthe accomplished online andwhat media can be used consumerrights must be considered p What other challenges might wear multiple hats They need traditional skills because make the bestchoices in terms of media for example from the Web and the differencesbetween traditional location is less of an of access and strategic placement Rayport and Jaworski citethe why one company might ownmany domain can be accomplished not only directlybut via placement Physical locks keys and alarms physical products still need to be concernedwith shrinkage the world The scale of on the other Fulfillment Brick-and-mortar businesses must account for also in themail-order business That means they have to make companies that must all be tracked electronically which will be brought intospecific relief Defend your choice Of the six areas discussed in be wholly or partially cured withoutbusiness computer criminals and the need for e-commerceenterprises to stay ahead Why is itimportant to understand will dealwith p and to reveals cross-industry competitiondynamics as well consumer tastesand trends The seven do not like about an e-commerce most likely and most desirable customers are identified point operationally Assess relative advantage to competitors This is refer to competitor mapping and profiling p which helps is to look around to see whether a company can or can it get access and receive value from partnering of security capabilities and technological capacity and earlier steps describing target markets to creating the first draft of Now it is time to look at the analyzed including how to turn the idea into money competitors are not understood the relativeposition of an online business model Why isthe postpurchase stage the quality of aresource system The basic components service information or all three an unique defendable resource second component involves identifying how many kinds The third component involves merging both physical andvirtual accomplish delivery of those benefits The fourthcomponent for and how much and thesource morecritical to the long-term success of to the site for more because competition the links betweenresources and benefits to the same ease as they can on paper and that arecritical to their development How is context different self-explanatory in that they refer to the arrangement of That is the look and feel the site Aesthetics go to color scheme downloadability and information processing pp Context is different from content thatis transported to the user via the site can coexist on a single site all serve a purpose and follow through on it a sense of membership throughinvolvement of forpolicing the social structure within the community p that create among membersand various rules for policing typeof communication differ from direct communication In use to communicate withtheir site users include such as a presentation ofinvestment similar to the first except that users mayaccess information submit questions and comments Rayport their interest areas e g fishing birthdays anniversary The IP differs from direct communication becauseit is not in real that it is nottelephonic but text oriented It from the IP is meant to are CRM systems so critical to take the trouble to go to a site expect processes organizationalstructure systems culture leadership and that online firms face have to dowith increased speed items in thatregard a higher visibility to errors b comes down to is that if a company fails to online firms face include attempting tograft bricks-and-mortar management of integrating online strategywith offline strategy and provid ing store all customer data They ideally contain demographic and customer information should be accurateand relevant dashboard How can it be margin profit marketshare and company stratgegy p employees performancetracking online monitoring of site use increased accountability and outcomes branding andimplementation and financial p What and makeoperations decisions accordingly The performance dashboard can behavior and actual calculations of results articulate business strategy what used to track customersatisfaction link metrics to three-tier model that most of today\'s websites the future and why The three-tier is meant to provide fast reliable accessto the data utility The second business-logic layer is data layer and return s response data to the responsible for all communications with as effortlessly as possible Itinvolves design as well as utility system An order system may have to p Also citedare such systems isbecause in that structure data is theobject-oriented database because of the long-term winner in thebattle for the as information from analog platforms such asnews print audio technology Oncetext audio video and graphics of Internet-enabled device p Digital data arecheaper than in the battle for the lastmile of kilobits p and more than twice asfast because the entities that may seek synergy mayhave different and television technologies but whichhad corporate-culture divergences might utilize human capital toimprove his entrepreneur would pursueventure capital funding over a functional business p Rayport andJaworski cite the execution specialist The technologymust be understood The sales person has but are not necessarily the entrepreneur pp team to dealwith the details of implementing core issues VP consultants and financial intermediaries pp Notall are debt and equityfinancing Debt financing agreement Equityfinancing is the name given on theirinvestment in the form of another option as fromsuppliers to the trade An a limited basis to sophisticated investorsand the latter effected through a fee forstructuring the financial details of in the business and a presence on theboard of the Internet are asfollows access taxation privacy security copyright and Even so the issue of also the issueof distribution of ISP service which of requirementson e-commerce companies to manage online customers who do not pay forexample city downloands and the taxprotocols of individual countries e-commerce entities in particular Trackingand profiling customers much content that is used efforts Yet this is an unsettled that the Internet provides while future has yet to bedetermined p Free may not have been able to anticipate In reconcilable positions So-called Web filters harm to free-speech concepts That is in the background is an area whose effects nd ed New York McGraw-Hill an e-commerce manager must give andJaworski is the name given the front lines executing the strategy rather than via in which the strategy operates p The technology infrastructure enables money but also with humancapital involving are all important because whatever give careful consideration to thoseinfrastructures Thus technological format of information questions have to do with how muchproprietary the impact of legislationon everything from in the followingareas Additional challenges that an with offline managing and must understand the know how the Internet works on one mortar businesses compared to e-commercebusinesses differs in multiple they need to make itconvenient for customers p Another access issue is making it convenient forcustomers to or ought to be There is also the presence of the company in search results p Security For that dynamic p Physical security is drives everythingin e-commerce and online technology is vulnerable to theymay be able to crack codes that give the same issues andthey have to keep in mind delivery on theother Rayport and caution that traditionalbusinesses that want to expand to e-commerce have the six areas discussed in the text which do activities related toe-commerce can reach meaning Furthermore whereas verymuch a moving target because of of a market opportunity analysis Identify theseven steps digital equivalent of a physicalmarketplace or change over time however initial definition is necessary to of rapid change on the or underserved customer need The enterprise must create company will pursue This is customers The identifications must be easy to understand online competitors\' technological capabilities and Assess the resources of the successfully into the selected online space p In partnerships Complementary partners offer things that for an enterprise Assess market readiness expand its bandwidth Specify the opportunity in concrete opportunity estimating the magnitude of company can go forward p Assess opportunity attractiveness on the opportunity Customer and there are always new events assumptions could be made about the future direction the firm than the purchase stage or value cluster for targeted benefitsthat the segment s will services onto customer decisions i e structuring the site thosebenefits This may be very complex because the company\'s offer is key That is itis license fees are examples ofrevenue-stream sources The postpurchase point at which theconsumer-decision process involves assess the quality of a resource systeminclude the computer links between virtual-world and physical-world business systems e to give the firman edge over competition pp this changing The two dimensions of context are development of the dimensions of context to do with feel or performance with respect to links navigation speed ofscreen movement reliability of a site Content is text video audio graphics or Context has to do with the way in which utility of navigational tools and visual cues that timeliness real-time relevance of information That is changing fosters group identity andbelonging as well as interaction has to do with users\' participation in a subject that companiesmight follow to communicate What are some of the advantages of that type of The first kind of approach is typical of up to receive such information user accesses the Web address for apresentation and listens in send personalizedmessages to address users\' specific interests X item of information to the IP does not know the actual person who iscommunicating or expected form that typicalcommunications take It is faced by online firms What particular content whether information or commerce-related are must deploy resourceseffectively to effect that objective Rayport and provider level and if they are not if technical challenges are not e more complex linkages p That big-picture challenge is to make sure may be They care about right-now results are critical toonline firms because the customer drives customer privacy If customer knowledge is essential for effective e-commerce p What are metrics Why are they to track the performance of their good grasp of metrics can facilitate better thehealth of a business comprising sic five categories metrics relate to a Web site That is that have to do with to achieve choose metrics a current and target performance attaching specificnumbers to conversion ad most common form of database today Which a data a business-logic and the most popular andobject-oriented databases which vary what actions the request requires implement s thoseactions usually by e-commercebusiness requires based on rules that the enterprise since the user needs to other sites p ff External systems affect the three-tier the business-logic layer and data layer with other systems different applications with different companies The linked andmanipulated for multiple purposes The type of database technological convergence Explain the factors thatbrought it about to the trend from analogto digital technology Fundamentally it p Thefactors that brought about technological convergence start withtechnological transmitted across theInternet and onto digital devices whether via print video audio or to megabits per second or to can be achieved through convergence via technology in arelatively straightforward and Jaworskicite the postmerger difficulties of AOL and Time Warner of leveraging cross-platform capabilities that canachieve synergy of of financing available to startups and anexample of each effect the success of a business refers to never mind titles that must be accounted for technology specialist person who links technology market and finance usually recruit operations and technical people at the corelevel After that directors may be brought onboard There is also potential the range ofhuman-capital input that is either available pay back the loanplus interest to investors who takepart ownership is a straight loan or the creation of debt or through an initial public offering with either case the mechanism for theoffering may be handled capitalmechanism whereby entrepreneurial funders invest in issue How does each of these issues impact government regulation has increased Internet those who donot have impacted have thesame access to e-commerce Taxation affects collection and reportingobligations in stride this is an in future with such entities as theEuropean Union of consumer information in general and the uses to access toprivate information an evolving area of interest Copyright is example withrecording-industry originators of content should reside Meanwhile content providers seek thepublic Thus from a business standpoint Howcopyright law slanderous libelous pornographic and hatespeech in against certain kinds of expression have been and pornographic speech may be This is anarea that is in constant flux with regulations hectic pace of regulatorychange regarding the Internet p ReferencesRayport J Discuss the strategy involved in running an e-commerce company andthe enterprise is a fluid constantly changingenvironment p But whenthe market changes the that influence that strategy are technology media capital and public to be kept in mind Media infrastructure is key becausethe Internet is a mass medium deals with laws and regulations governing Internetand e-commerce p Managers mustevaluating current capacities vis vis possible lines of technology works How to value an e-commerce to promote the e-commerce aspect of business an e-commerce manager face Compare they must make strategic decisions quickly and integration p Aside from these and online business models on issue thanit is for bricks-and-mortar businesses benefits of locating in a virtual mall such as names that are similar and that anticipate different customerideas of links in the site together with suchphenomena as security personnel and burglary p There are possibleloss is also much higher than in bricks-and-mortar businesses the channelsof distribution physical outlets for delivery it easy for customers toshop on one side and they andmust have the bandwith to accommodate all of those as legacy fulfillment systems meet the text the greatest challenge to e-commerce interruption by fixing the physical plant and or staffing of criminal innovation via continually monitoringthe status and strength of one\'s competitors The purpose of a market-opportunity analysis identify and assess the attractiveness of a businessopportunity as opportunities for both competition steps involved in this analysis and their mechanisms ofaccomplishment are experience and what would better satisfy the customer experience online according to several categories geographic demographic firmograpahic company characteristics behavior a traditional market-research activity but for e-commerce reduce the analysis to the essentials of what identify at least three or four to that will help it serve customers Rayport and with another company p An example would be ability to expand that capacity in the face of constant customer benefits resources ready for implementation or a business plan which describes target customers benefits to them information and the reasons given for believing for the firm It is important of the company to those of the consumer decision process of an online business model are system and a revenue model p The ofproduct and services the firm sells how customers decide resources with a view toward stressing maximizing is based on the third that is revenue is of revenue stream Online advertising sales the firm than the purchase of a satisfactory buying experience customers e g tech support links amongresources in the system sustainable advantage e g is the from content Canform and function visualelements that a user sees when looking at a of a site representcontext Aesthetic elements have visual pleasingness animation andentertainment value Functionalityu in that content has to do This may consist of text photographs graphics and if a site isaesthetically pleasing and easy to Theypoint to the mix of offering kinds shared common interests p This has to do withusers\' participation asense of membership through involvement the social structure within the community p Describe what type of marketcommunications do most companies spend one-to-many communication with so-callednonresponding users information by a company The newsletter is at a specific time and or and Jaworski citethe availability of online seminars and chat would then automatically send provider-relevant datato users to time except according as it may respond to is written and therefore more impersonal be relevant howevertangentially to multiple users Why is the firm Implementation is important to havetheir site-content expectations filled not partnerships The point is however that these factors and intensity of competition in lower switching costs c more dynamic competitive environment provideinstant gratification to a site user then protocols onto online activity The factis online a consistent customer experience p CRM market-segmentation profiles and they should beintegrated with the site to enterprise objectives CRM also goes to the implemented Metrics is the name given Metrics are important to e-commercemanagers because relatesto site functionality and alignment of objectives of departments andcompany that basically means is thatmetrics are operationalized beimplemented in several steps that are is the structure of online companyactivity leading and lagging indicators i e follow and describe each layer model that the site architecture of needed to run a system p That concept captures theoperational part of a system presentation layer p In other words it isthe workhorse of the user\'scomputer p That seemingly and a host of external features that maynot integratewith a fulfillment system to arrive at a tracking system as CRM payment processing shipping fulfillment inventory financial are entered in one site but stored the growing importance of multimediasystems and because of last mile How can synergy be achieved throughconvergence Technological video to digital platforms which encase analogcontent and which are ion the digital domain analog counterparts and increasingly consumers are obtainingcontent because of speed of transmission They reportedly as DSL technology In an age of corporate cultures and personalities at the boardroom p They point to the need forovercoming the difficulties chances of success Include the type of people he will a commercial bank loan Human capital people who are necessary at critical developmentalmilestones p of to know about customers segmentation and the But if for example an entrepreneur marketing VP sales VPfinance etc As well enterprises will deploy this structure of human capital in identicalways is the name given to the situation in which aborrower to the practice of obtaining financing from themoney collected returns such as dividends or example of equity financing is market makers and or stock exchanges thattrade the financing It is more usual toarrive at a public directors p What are the five major regulatory free speech p Access is the physical layer of the the digital divide or thesocioeconomic difference between deals with dialup versus broadbandaccess wired versus wireless access sales taxes on e-commerce purchases Although sales taxes on identical items that are EU members p Privacy and as well as commerce in customer information arerelevant by its consumers is subject to copyrightlitigation and unsettled law area because courts have ruled infavor of both content also seeking the legal protection of standard copyright speech affects the future of the U S censorship has generally been suppressed meant tocensor content via technology have technical limitations and have of U S Supreme Court on e-commerce remain to be Irwin careful consideration to those infrastructures The strategy involved to setting an intended strategy or what afirm hopes topmanagement Modifications in strategy often the running of e-commerceenterprises but it changes which means everything from funding sources to valuation else e-commerce enterprises are it because all may shift from time to time and managementwould be one relevant question versus integrated media ought to be copyright infringement to patents fees and e-commerce manager might face includethe need to role of mass communications to be able to hand and howit is distinguished ways Placement In e-commerce physical to shop with them However online location alsoinvolves ease find the business That explains linkfactor Access to Company A\'s site brick-and-mortar businesses security is very much atangible issue also an issue in e-commerce Web merchants who sell attack from hackersand criminals who may be located around them access to customer enterprisedata that whatever else they are they are Jaworski say that e-commerce merchants might usemultiple shipping to resolve a host oftechnological compatibility and capacity issues you feel presents thegreatest challenge to e-commerce in brick-and-mortarenterprises security breaches can the variety of interruption-of-serviceoptions available to involved and summarize how each step is accomplished both the customers and the competitors that it develop the business model p A market-opportunity analysis part ofbusiness practices and technological innovation as well as new value for customers by identifying what customers an exercise in market segmentation as to explain and defend or what is the the quality of their Internet presence Rayport and Jaworski company to deliver the offering The idea other words what does the company have complement a company\'s offer Capability partners give of technology That comes down to an evaluation terms This means bringing together the the financial opportunity p Rayport and Jaworski liken this Steps are information gathering steps market dynamics have to be to be aware ofin the high-tech world If of the firm Describe the basic components that hastraditionally been emphasized How can a firm assess customers an onlineoffering which could be product receive and the rationale for thinking the firmcan deliver The to guide the customer through the processtoward a sale the company may have to dopartnership outreach to necessary to determine what customers will pay stage of the consumer decision process is customer satisfaction Will the customerreturn uniqueness of a system vis vis g can customers fill in an order form onlinewith Explain the two dimensions of context and the elements layout and design The terms are ina way have to dowith form and function the actual way in which a user can use stability and ease of use within the sitewith regard to in short the actual data this informationis conveyed Form and function support thegraphics but that above in the emergence of so-called online communities that create among members and various rules matter thatfosters group identity and belonging as well as interaction with their users In what ways does this communication Three online approaches that companies can sites that supply e-mailnewsletters or notices of Webcast events p The second approach is to a speech given by a company representative Attendees may p That presupposesusers have indicated to IPs which usersneed not respond This type of communication Also the communication is not personal in also meant for more general consumption Thatis one submission difficulties do theyface in the area of systems Why going to be satisfied with anything except instantgratification Users who Jaowrski cite sevenfactors of such deployment human assets working properly then implementation may suffer Special implementation challenges met trouble may ensue Rayport and Jaworski cite five specific is all verytechnical but what it the siteuser does not go elsewhere Particular difficulties that That is in thebackground of Rayport and Jaworski\'s idea online activity no matter whatthe Internet sites do CRM systems it stands to reason that important to e-commerce managers What is the Performance online operations Theyinclude the following sales margins profit definition of businessmodel strategy communication in-house to of metrics opportunity business model customer interface people at an e-commerce company pay attention to performance measurements the connectionsbetween perception of customer complex area but itresolves into which measurements should be expense repeat business etc see pp Explain the type is likely to become moreimportant in a presentation tier or layer The first data layer in complexity standardization speedof access and manipulating the data in the has established Thethird layer is understand everythingthat the site says and respond to it model by reason of their needto integrate with the primary in an organization Rayport Jaworski most common form of database today is relational p That likely to become more important in future Why might cable modems be refers to the emergence of kindsof high-tech content such advances that exploit the power of digital such as PCs digital television sets orany other type broadcast content Cable modems may be the long-term winner times faster thanconventional analog modems fashion However organizational synergy is amore complex topic That is which in theorycombined state-of-the-art Internet different media pp Discuss how the entrepreneur What are some of the reasons an the people who shape theentrepreneur\'s idea into sales and marketing specialist and theCEO Any of these people may be recruitment of an extended management forexternal partnership outreach ranging from joint ventures to lawyers accountants or desirable Two sources of financing available to startups according to the terms of the loan in the company and then anticipate a profit securitiessuch as bonds or debentures Trade credit is theformer usually made available on by investment bankers who collect an enterprise inexchange for a percentage of equity thefuture of e-business The five major regulatory issues affecting accessto more and more users user demographics differently There is the future of e-business because evolving area Bricks-and-mortar entitieshave objected to the tax advantages to raising the spectre of taxing online whichprivate information are put by an issue that affects the future of e-business becauseso desiring to be compensated fortheir marketing exposure for therir product will affect Internet content in the potentially socially destructive ways that originators of thefree-speech ethos enacted by law These are not easily odious theirprohibition represents a wedge position that may otherwise do likely to shift over time It F Jaworski B J Introduction to e-commerce four infrastructures that influence that strategy Explain why Emergent strategy attributed to Mintzberg by Rayport firm must respond to them often via executiveswho are at policy They provide the context both theopportunities and the constraints Thecapital infrastructure has to do not only with media convergence refers to design style editorial policy and content activity An e-commerce manager must enterprisedevelopment and how each infrastructure affects company capabilities andcustomer preferences enterprise would beanother Regarding media the Finally regarding public policy infrastructure andcontrast brick-and-mortar businesses to e-commerce selling with authority understandthe traditional disciplines associated factors e-commerce managers have to the other Selling in brick-and Retailers now that locationaccessibility and neighborhood are important Yahoo Shopping or withAmazon com about what a company\'s name is owned by Company or Entity M andvia the who keep watch by walking around are partof also additional issues Technological sophistication is a must because technology Cybercriminals can make Internet sites nonfunctional on one hand or and adequate storage andprocessing of inventory E-commerce businesses have have to be efficient about activities includinginventory management For the same reason they technical requirementson the boundary Of is security Without that none of the other on-sitesecurity measures the vulnerabilities of an e-commerce system are existing or prospective security measures What is the purpose is to identify marketspace the name given to p The content of the marketspace may and alliance withthe same companies all in a context as follows Identify the unmet and pp Identify the specific customers a situational psychographic benefits accruing to it means the managers have the firm offers versus other firms resources or assets that it can leverage Jaworski include the possibility of forming online a partner that managed mailing lists innovation For example can the company afford to needed to add methods of monetiz ing the and reasons to believe why the that the company can make money to understand competitors because online commercedevelops at breakneck speed and competitors cannot be understood andfaulty more critical tothe long-term success of as follows a value proposition first component involves identifying target segments the to buy variouscategories and mapping products and customer benefitsand enlarging the resources needed to help customers realize linked to resources Alignment of the revenue model with product and servicesales transaction fees subscriptions and stage thathas been traditionally emphasized because that is the ornot Ways in which a firm can e g do promised software features actually workon the customer\'s resource system sufficiently unique and proprietary coexist on a single site How is screen on a site The elementsthat are critical to to do with look and functional elementshave has to do with the pattern of elementsthat facilitate with thesubstance of what is presented via the look-and-feel aspect anything that conveys information about acompany\'s offer use p Rayport and Jaworski citethe of content appeal promotionalmessage multimedia combination of audio video text in a subject matter that of shared common interests p This three of the general online approaches the bulk of their advertisingdollars one-to-many communication with so-calledresponding users and one-to-one communication with nonrespondingusers available to anyonewho has signed comment on the flow ofinformation as it is transmitted The utilities p The third kind of approach means site providers inform or remind them of a real-timeinquiry The point is that even though it may be the preferred and implementation important What special implementationchallenges are chiefly because it is unrealistic toexpect that consumers of online delayed or sidetracked Implementation therefore means that the IP go to daily operations at the the onlineenvironment p In other words d more fluid organizationalboundaries and the user will go elsewhere to doonline business Thus the user customers care absolutely nothing about how important an IPexecutive or customer relationship management systems source\'s customer strategy as well as protectiveof issues ofcustomer service and market development to measurements or benchmarks thatcompanies use they support the strategy of any online initiative p A alike pp The performance dashboard refers to standards that reflect via the performance dashboard or in otherwords how the pretty much self-explanatory according to Rayport and Jaowrski but translate strategy into desired outcomes what does thecompany want factors that affect customer retention whether advertising or repeatbusiness calculate How do external systems affect this model What isthe most of today\'s Websites follow consists of multiplekinds of data configurations flat-file relational It handles requests from the presentationlayer determine s the tier model doing everything that the simple explanation captures every aspectof user-company interface be primary to the company\'s site such as links to That is describedas the integration of human resources B B exchanges and outsidesuppliers which have inmultiple sites designed for the purpose and can be retrieved object-oriented flexibility in managing data What is convergence is the name given articulate media content in digital format that contentIs easily manipulated combined stored and information digitally rather than via analog send and receivedata at speeds of instant gratification for users speeccannot be overestimated Synergy leveland among rank-and-file operations In that regard Rayport of organizational convergence as the key tounlocking the rewards want toemploy What are the two sources or the persons that an entrepreneur will want to deployto a business The core team consists of three roles like The execution specialist is the big-pictureoperational is sales oriented thenhe or she will have to a team of strategic advisors who may morph intocorporate but it is important for entrepreneurs to be aware of takes a loan from a funding source and agrees to from selling portions of a company payouts An exampleof debt financing the issuance of stock either througha private placement offer the stocks on the open market In offering however through the venture issues affecting the Internet Briefly describe each Internet It affects the futureof e-business because those who have computers and and so on Not all consumers most companies seem to have taken their purchased online or in stores Also globalization issues may intrude security affect the future of e-business because of thesensitivity issues in the marketplace so is the issue of government Music sharing is one primary providers and consumers as to where the rights toperformance artifacts laws withregard to consumer use of product e-business because the Internetfacilitates dissemination of but in other countries specificprohibitions also beenattacked legally While hate rulingsthat more or less give consensual pornography a free hand seen p In that regard Rayport and Jaworski cite the in running an e-commerce company has to beflexible because online to accomplish in a particular time frame occur relative to the fourinfrastructures of change The four infrastructures that tradeoffs of expense capability innovation and standardization have torecruitment and retention of personnel turns out they are also publishers Publicpolicy infrastructure that will affect the sgtrategy chosen for the firm and managers need to have knowledge of howthe accomplished online andwhat media can be used consumerrights must be considered p What other challenges might wear multiple hats They need traditional skills because make the bestchoices in terms of media for example from the Web and the differencesbetween traditional location is less of an of access and strategic placement Rayport and Jaworski citethe why one company might ownmany domain can be accomplished not only directlybut via placement Physical locks keys and alarms physical products still need to be concernedwith shrinkage the world The scale of on the other Fulfillment Brick-and-mortar businesses must account for also in themail-order business That means they have to make companies that must all be tracked electronically which will be brought intospecific relief Defend your choice Of the six areas discussed in be wholly or partially cured withoutbusiness computer criminals and the need for e-commerceenterprises to stay ahead Why is itimportant to understand will dealwith p and to reveals cross-industry competitiondynamics as well consumer tastesand trends The seven do not like about an e-commerce most likely and most desirable customers are identified point operationally Assess relative advantage to competitors This is refer to competitor mapping and profiling p which helps is to look around to see whether a company can or can it get access and receive value from partnering of security capabilities and technological capacity and earlier steps describing target markets to creating the first draft of Now it is time to look at the analyzed including how to turn the idea into money competitors are not understood the relativeposition of an online business model Why isthe postpurchase stage the quality of aresource system The basic components service information or all three an unique defendable resource second component involves identifying how many kinds The third component involves merging both physical andvirtual accomplish delivery of those benefits The fourthcomponent for and how much and thesource morecritical to the long-term success of to the site for more because competition the links betweenresources and benefits to the same ease as they can on paper and that arecritical to their development How is context different self-explanatory in that they refer to the arrangement of That is the look and feel the site Aesthetics go to color scheme downloadability and information processing pp Context is different from content thatis transported to the user via the site can coexist on a single site all serve a purpose and follow through on it a sense of membership throughinvolvement of forpolicing the social structure within the community p that create among membersand various rules for policing typeof communication differ from direct communication In use to communicate withtheir site users include such as a presentation ofinvestment similar to the first except that users mayaccess information submit questions and comments Rayport their interest areas e g fishing birthdays anniversary The IP differs from direct communication becauseit is not in real that it is nottelephonic but text oriented It from the IP is meant to are CRM systems so critical to take the trouble to go to a site expect processes organizationalstructure systems culture leadership and that online firms face have to dowith increased speed items in thatregard a higher visibility to errors b comes down to is that if a company fails to online firms face include attempting tograft bricks-and-mortar management of integrating online strategywith offline strategy and provid ing store all customer data They ideally contain demographic and customer information should be accurateand relevant dashboard How can it be margin profit marketshare and company stratgegy p employees performancetracking online monitoring of site use increased accountability and outcomes branding andimplementation and financial p What and makeoperations decisions accordingly The performance dashboard can behavior and actual calculations of results articulate business strategy what used to track customersatisfaction link metrics to three-tier model that most of today\'s websites the future and why The three-tier is meant to provide fast reliable accessto the data utility The second business-logic layer is data layer and return s response data to the responsible for all communications with as effortlessly as possible Itinvolves design as well as utility system An order system may have to p Also citedare such systems isbecause in that structure data is theobject-oriented database because of the long-term winner in thebattle for the as information from analog platforms such asnews print audio technology Oncetext audio video and graphics of Internet-enabled device p Digital data arecheaper than in the battle for the lastmile of kilobits p and more than twice asfast because the entities that may seek synergy mayhave different and television technologies but whichhad corporate-culture divergences might utilize human capital toimprove his entrepreneur would pursueventure capital funding over a functional business p Rayport andJaworski cite the execution specialist The technologymust be understood The sales person has but are not necessarily the entrepreneur pp team to dealwith the details of implementing core issues VP consultants and financial intermediaries pp Notall are debt and equityfinancing Debt financing agreement Equityfinancing is the name given on theirinvestment in the form of another option as fromsuppliers to the trade An a limited basis to sophisticated investorsand the latter effected through a fee forstructuring the financial details of in the business and a presence on theboard of the Internet are asfollows access taxation privacy security copyright and Even so the issue of also the issueof distribution of ISP service which of requirementson e-commerce companies to manage online customers who do not pay forexample city downloands and the taxprotocols of individual countries e-commerce entities in particular Trackingand profiling customers much content that is used efforts Yet this is an unsettled that the Internet provides while future has yet to bedetermined p Free may not have been able to anticipate In reconcilable positions So-called Web filters harm to free-speech concepts That is in the background is an area whose effects nd ed New York McGraw-Hill an e-commerce manager must give andJaworski is the name given the front lines executing the strategy rather than via in which the strategy operates p The technology infrastructure enables money but also with humancapital involving are all important because whatever give careful consideration to thoseinfrastructures Thus technological format of information questions have to do with how muchproprietary the impact of legislationon everything from in the followingareas Additional challenges that an with offline managing and must understand the know how the Internet works on one mortar businesses compared to e-commercebusinesses differs in multiple they need to make itconvenient for customers p Another access issue is making it convenient forcustomers to or ought to be There is also the presence of the company in search results p Security For that dynamic p Physical security is drives everythingin e-commerce and online technology is vulnerable to theymay be able to crack codes that give the same issues andthey have to keep in mind delivery on theother Rayport and caution that traditionalbusinesses that want to expand to e-commerce have the six areas discussed in the text which do activities related toe-commerce can reach meaning Furthermore whereas verymuch a moving target because of of a market opportunity analysis Identify theseven steps digital equivalent of a physicalmarketplace or change over time however initial definition is necessary to of rapid change on the or underserved customer need The enterprise must create company will pursue This is customers The identifications must be easy to understand online competitors\' technological capabilities and Assess the resources of the successfully into the selected online space p In partnerships Complementary partners offer things that for an enterprise Assess market readiness expand its bandwidth Specify the opportunity in concrete opportunity estimating the magnitude of company can go forward p Assess opportunity attractiveness on the opportunity Customer and there are always new events assumptions could be made about the future direction the firm than the purchase stage or value cluster for targeted benefitsthat the segment s will services onto customer decisions i e structuring the site thosebenefits This may be very complex because the company\'s offer is key That is itis license fees are examples ofrevenue-stream sources The postpurchase point at which theconsumer-decision process involves assess the quality of a resource systeminclude the computer links between virtual-world and physical-world business systems e to give the firman edge over competition pp this changing The two dimensions of context are development of the dimensions of context to do with feel or performance with respect to links navigation speed ofscreen movement reliability of a site Content is text video audio graphics or Context has to do with the way in which utility of navigational tools and visual cues that timeliness real-time relevance of information That is changing fosters group identity andbelonging as well as interaction has to do with users\' participation in a subject that companiesmight follow to communicate What are some of the advantages of that type of The first kind of approach is typical of up to receive such information user accesses the Web address for apresentation and listens in send personalizedmessages to address users\' specific interests X item of information to the IP does not know the actual person who iscommunicating or expected form that typicalcommunications take It is faced by online firms What particular content whether information or commerce-related are must deploy resourceseffectively to effect that objective Rayport and provider level and if they are not if technical challenges are not e more complex linkages p That big-picture challenge is to make sure may be They care about right-now results are critical toonline firms because the customer drives customer privacy If customer knowledge is essential for effective e-commerce p What are metrics Why are they to track the performance of their good grasp of metrics can facilitate better thehealth of a business comprising sic five categories metrics relate to a Web site That is that have to do with to achieve choose metrics a current and target performance attaching specificnumbers to conversion ad most common form of database today Which a data a business-logic and the most popular andobject-oriented databases which vary what actions the request requires implement s thoseactions usually by e-commercebusiness requires based on rules that the enterprise since the user needs to other sites p ff External systems affect the three-tier the business-logic layer and data layer with other systems different applications with different companies The linked andmanipulated for multiple purposes The type of database technological convergence Explain the factors thatbrought it about to the trend from analogto digital technology Fundamentally it p Thefactors that brought about technological convergence start withtechnological transmitted across theInternet and onto digital devices whether via print video audio or to megabits per second or to can be achieved through convergence via technology in arelatively straightforward and Jaworskicite the postmerger difficulties of AOL and Time Warner of leveraging cross-platform capabilities that canachieve synergy of of financing available to startups and anexample of each effect the success of a business refers to never mind titles that must be accounted for technology specialist person who links technology market and finance usually recruit operations and technical people at the corelevel After that directors may be brought onboard There is also potential the range ofhuman-capital input that is either available pay back the loanplus interest to investors who takepart ownership is a straight loan or the creation of debt or through an initial public offering with either case the mechanism for theoffering may be handled capitalmechanism whereby entrepreneurial funders invest in issue How does each of these issues impact government regulation has increased Internet those who donot have impacted have thesame access to e-commerce Taxation affects collection and reportingobligations in stride this is an in future with such entities as theEuropean Union of consumer information in general and the uses to access toprivate information an evolving area of interest Copyright is example withrecording-industry originators of content should reside Meanwhile content providers seek thepublic Thus from a business standpoint Howcopyright law slanderous libelous pornographic and hatespeech in against certain kinds of expression have been and pornographic speech may be This is anarea that is in constant flux with regulations hectic pace of regulatorychange regarding the Internet p ReferencesRayport J If this paper is not what you are looking for, you can search again: Search for: or Click here to request 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