A01 chaf6542 06 se fm indd

6

7

In Part 2 of the book approaches to developing digital business 

strategy and applications are reviewed for the organisation as a 

whole (Chapter  5), with an emphasis on  buy-  side e-commerce 

(Chapters 6 and 7) and  sell-  side e-commerce (Chapters 8 and 9).

5

Strategy and 

applications

2

Part 

● 

What is digital business 

strategy?

● 

Strategic analysis

● 

Strategic objectives

● 

Strategy definition

● 

Strategy implementation

Focus on . . .

● 

Aligning and impacting 

digital business strategies

Digital business strategy p. 179

● 

What is supply chain 

management?

● 

Options for restructuring the 

supply chain

● 

Using digital business to 

restructure the supply chain

● 

Supply chain management 

implementation

Focus on . . .  

● 

The value chain

Supply chain management p. 247

● 

What is e‑procurement?

● 

Drivers of e‑procurement

● 

Barriers and risks of 

e‑procurement adoption

● 

Implementing e‑procurement

● 

The future of e‑procurement

Focus on . . .  

● 

Estimating e‑procurement 

costs

● 

B2B marketplaces

E-procurement p. 297

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9

● 

What is e‑CRM?

● 

Conversion marketing

● 

The online buying process

● 

Customer acquisition 

management

● 

Customer retention 

management

● 

Customer extension

● 

Technology solutions for 

CRM

Focus on . . .  

● 

Marketing communications 

for customer acquisition

● 

Social media and social CRM 

strategy

● 

Excelling in e‑commerce 

service quality

Customer relationship management p. 387

8

● 

What is digital marketing?

● 

Digital marketing planning

● 

Situation analysis

● 

Objective setting

● 

Strategy

● 

Tactics

● 

Actions

● 

Control

Focus on . . .  

● 

Characteristics of digital 

media communications

● 

Online branding

Digital marketing p. 323

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Digital business strategy

Learning outcomes

After completing this chapter the reader should be able to:

● 

Follow an appropriate strategy process model for digital 

business

● 

Apply tools to generate and select digital business strategies

● 

Outline alternative strategic approaches to achieve digital 

business

Management issues

Consideration of digital business strategy raises these issues for 

management:

● 

How does digital business strategy differ from traditional 

business strategy?

● 

How should we integrate digital business strategy with existing 

business and information systems strategy?

● 

How should we evaluate our investment priorities and returns 

from digital business?

Links to other chapters

The main related chapters are:

● 

Chapters 6 and 7 review the specific enactment of digital 

business strategy to supply chain and procurement management 

processes

● 

Chapters 8 and 9 explain how digital marketing and customer 

relationship management relate to the concept of digital 

business, and e‑commerce and digital marketing planning are 

approached

● 

Chapters 10, 11 and 12 look at practical aspects of the 

implementation of digital business strategy

5

➔ 

What is digital business strategy?  184

➔ 

Strategic analysis  192

➔ 

Strategic objectives  203

➔ 

Strategy definition  217

➔ 

Strategy implementation  232

Focus on . . .

➔ 

Aligning and impacting digital 

business strategies  237