A01 chaf6542 06 se fm indd

(a) Separate e-commerce team

Ops/

Direct

Channel

SC

Senior

management

IT

Direction?

Direction?

SC

Corp

Comms or

Marketing

SC

Business

or Brand

1..n*

SC

Finance

(b) E-commerce part of direct channel/operations

Ops/

Direct

Channel

EC

Key

IT

Direction?

Direction?

Direction?

SC

Corp

Comms or

Marketing

EC

Business

or Brand

1..n*

SC

Finance

(c) E-commerce part of marketing

Ops/

Direct

Channel

SC

IT

Organisational unit involved with EC

EC Main e-commerce competence

* Business or brand, 1..n indicates several separate businesses including country businesses in large organisations

SC Secondary e-commerce competence

Alternative locations for strategic direction or steering of e-commerce

Senior

management

Senior

management

IT

Direction?

Direction?

EC

Corp

Comms or

Marketing

SC

Business

or Brand

1..n*

SC

Finance

(d) E-commerce part of IT

Ops/

Direct

Channel

SC

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Part 3  Implementation

● 

Directive – the management team takes the decisions, with the employees generally trust‑

ing them to do so and being generally informed.

● 

Coercive – the management team takes the decision with very limited recourse to 

employees.

Of these approaches, the consultative approach was, as might be expected, most common, but 

other statements used in the research suggested that there were elements of other approaches.