A01 chaf6542 06 se fm indd

Examination questions

  1 

Define the main elements of a digital business strategy.

  2 

You are the incumbent digital business manager for a domestic airline. What pro‑

cess would you use to create objectives for the organisation? Suggest three typical 

objectives and how you would measure them.

  3 

Explain the productivity paradox and its implications for managers.

  4 

What choices do executives have for the scope and timeframe of implementing 

digital business?

M05_CHAF6542_06_SE_C05.indd   243

7/23/14   11:16 AM

---

244

Part 2  Strategy and applications

  References 

 Aaker, D. and Joachimsthaler, E. (2000)  Brand Leadership . Free Press, New York. 

 Ansoff,  H. (1957) Strategies for diversification.  Harvard Business Review,    September– 

 October,   113–  24. 

 Atos Consulting (2008) Ebusiness maturity framework. Published 4 November at  

www.

maxx-online.nl/?p=273

 . 

 Berthon, P., Lane, N., Pitt, L. and Watson, R. (1998) The World Wide Web as an industrial 

marketing communications tool: models for the identification and assessment of oppor-

tunities.  Journal of Marketing Management,   14,   691–  704. 

 Brewer, J. (2008) Analytics Meets Targeting Meets CRM. Presentation to eMetrics Marketing 

Optimization Summit. London,  20–  21 May. 

 Brynjolfsson, E. (1993) The productivity paradox of information technology.  Communications 

of the ACM,   36(12),   67–  77. 

 Brynjolfsson, E. and Hitt, L. (1998) Beyond the productivity paradox.  Communications of the 

ACM,   41(8),   49–  55. 

 Carr, N. (2003) IT doesn’t matter.  Harvard Business Review,   May,   5–  12. 

 Chaffey, D.  and   Ellis-  Chadwick, F.  (2012)   Digital Marketing: Strategy, Implementation and 

Practice,  5th edn. Financial Times Prentice Hall, Harlow. 

 Chaffey, D. and White, G. (2010)  Business Information Management: Improving Performance 

Using Information Systems , 2nd edn. Financial Times Prentice Hall, Harlow. 

 Chaston, I. (2000)  E-Marketing Strategy .   McGraw-  Hill,  Maidenhead. 

 Daniel, E., Wilson, H., McDonald, M. and Ward, J. (2001)  Marketing Strategy in the Digital 

Age . Financial Times Prentice Hall, Harlow. 

 Deise, M., Nowikow, C., King, P. and Wright, A. (2000)  Executive’s Guide to Digital business. 

From Tactics to Strategy . Wiley, New York. 

 de   Kare-  Silver, M.  (2000)   EShock 2000. Th e Electronic Shopping Revolution: Strategies for 

Retailers and Manufacturers . Macmillan, London. 

 der Zee,  J. and de Jong,  B. (1999) Alignment is not enough: integrating business and 

information technology management with the balanced business scorecard.  Journal of 

Management Information Systems,   16(2),   137–  57. 

 Doherty, N. and McAulay, L. (2002) Towards the formulation of a comprehensive frame-

work for the evaluation of investments in  sell-  side e-commerce.  Evaluation and Program 

Planning,   25,   159–  65. 

 E-consultancy (2008a) Managing Digital Channels Research Report. Author: Dave Chaffey. 

Available from  

www.econsultancy.com

 . 

 E-consultancy (2008b) Digital business Briefing. Arena Flowers’ Sam Barton on web design 

and development, E-newsletter interview, 12 March. 

 Episerver (2013). Mobile Commerce: What Consumers Really Want. Research published 

16 April 2013.  

 www.episerver.com/Best-practices-on-the-web/7-Steps-to-the-Perfect-

Mobile-Commerce-Strategy/

  

  Financial Times  (2003) Buried treasure. Article by Simon London.  Financial Times,  

10 December. 

 Google (2010) New GfK ROPO study with Vodafone. Published on Google Barometer Blog 

October 20th.  

http://googlebarometer.blogspot.com/2010/10/new-gfk-ropo-study-

with-vodafone.html 

 (no longer available). 

 Guardian (2007) Beware when you compare Harriet Meyer, Friday 22 June,  Guardian ,  

 www.

theguardian.com/money/2007/jun/22/insurance

 . 

 Gulati, R. and Garino, J. (2000) Getting the right mix of bricks and clicks for your company. 

 Harvard Business Review,    May–  June,   107–  14. 

 Hitwise (2006) Paid and Organic Search: Profile of MoneySupermarket.  Hitwise blogposting : 

 

http://weblogs.hitwise.com/heather-hopkins/2006/09/paid

  and organic search profil.

html (no longer available). 

M05_CHAF6542_06_SE_C05.indd   244

7/23/14   11:16 AM

---

245