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[Chaffey, Dave] Digital business and E-commerce 2nd book

Examination questions

Explain what prototyping is and why it may be used on an e-commerce 

implementation.

Summarise the main human resource requirements for an e-commerce 

implementation.

A company has implemented a brochureware site without any changes to man-

agerial or organisational structure. They are now seeking to achieve  one-  third of 

their revenues via the website. What changes to managerial and organisational 

structure would you suggest?

Explain how knowledge management differs from information management.



Explain the concept of the virtual organisation. What are the advantages over a 

traditional organisation?

Name four approaches a company can take to increase retention of technical staff.



Prioritise, with justification, your recommendations for outsourcing these functions: 

e-commerce strategy, e-commerce hosting, e-commerce content updating.

You are project manager of an e-procurement implementation. How would you 

maximise acceptance of the new system amongst staff?

References

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Chapter 10  Change management

E‑consultancy (2005) Managing an E‑commerce team. Integrating digital marketing into your 

organisation. 60‑page report by Dave Chaffey. Available from 

www.econsultancy.com



.

E‑consultancy (2007) Web Project Management. The practices behind successful web projects. 

Research report by Sonia Kay. Available from E‑consultancy (

www.econsultancy.com

).

Garimella, K., Lees, M. and Williams, B. (2008) BPM Basics for Dummies. Wiley, New York.



Gartner (2003) Gartner Application Integration and Middleware Strategies Research Note 

T‑19‑4751, J. Sinur, D. McCoy and J. Thompson, 14 April. The Gartner Group (

www.

gartner.com



).

Hackman, J. and Oldham, G. (1980) Work Redesign.   Addison‑  Wesley,  Reading, MA.

Hallowell,  R. (2001) ‘Scalability’: the paradox of human resources in e‑commerce. 

International Journal of Service Industry Management,  12(1),   34–  43.

Hammer, M. and Champy, J. (1993) Re‑engineering the Corporation: A Manifesto for Business 



Revolution. HarperCollins, New York.

Hamill, J. (2012). What is social business. Blog post, August 29th 2012. 

www.smartinsights.

com/social-media-marketing/social-media-governance/what-is- social-business/

.

Hansen, M., Nohria, N. and Tierney, T. (1999) What’s your strategy for measuring knowl‑



edge? Harvard Business Review,   May–  June,   106–  16.

Hayes, J. (2002) The Theory and Practice of Change Management. Palgrave, Basingstoke.

IDC (1999) Knowledge Management Survey. IDC Research (

www.idcresearch.com

).

IDC (2000) Capitalizing on Knowledge Management. IDC Research Report: 



www. 

idcresearch.com#W18864

 (no longer available).

Jay, K.E. and Smith, D.C. (1996) A generic change model for the effective implementation of 

information systems. South African Journal of Business Management, 27(3).

Lewin, K. (1972)  Quasi‑  stationary social equilibrium and the problems of permanent change. 

In Organizational Development: Values, Process, and Technology, N. Margulies and A. 

Raia  (eds).   McGraw‑  Hill,  New York,  pp.  65–  72.

McLaughlin, S. (2010) Dangerous solutions: case study of a failed e‑project. Journal of 

Business Strategy, 31(2).

Mekhilef,  M., Kelleher,  D. and Oleson,  A. (2004) European Guide to Good Practice in 



Knowledge Management – Chapter 5, Terminology. Published by European Committee 

for Standardization at 

www.cenorm.be

 (no longer available).

Nadler, D., Shaw, R. and Walton, E. (1995) Discontinuous Change.   Jossey‑  Bass,  San  Francisco.

Parsons, A., Zeisser, M. and Waitman, R. (1996) Organizing for digital marketing. McKinsey 



Quarterly,  no.  4,   183–  92.

Saunders, R. (2000) Managing knowledge. Harvard Management Communication Letter, 

June,   3–  5.

Schein, E. (1956) The Chinese indoctrination program for prisoners of war. Psychiatry, 19, 

 149–  72.

Schein, E. (1992) Organizational Culture and Leadership.   Jossey‑  Bass,  San  Francisco.

Schranz, T. (2012) Growth Hackers Conference: Lessons Learned. Blog post, 1 November 

2012 by Thomas Schranz, published at 

https://www.blossom.io/blog/2012/11/01/

growth-hackers-conference-lessons-learned.html

.

Simon, R. (1999) How risky is your company? Harvard Business Review,   May–  June,   85–  94.



Snowden, D. (2002) Complex acts of knowing – paradox and descriptive self awareness. IBM 

Global Services, July: 

www-1.ibm.com/services/files/complex.pdf

 (no longer available).

Storey, J. and Barnett, E. (2000) Knowledge management initiatives: learning from failure. 

Journal of Knowledge Management,  4(2),   145–  56.

Sveiby,  K.E.  ( 1997–  2000)  The New Organizational Wealth: Managing and Measuring 



 Knowledge‑  Based  Assets.  Berrett‑  Koehler, San Francisco. Updated on author’s website: 

www.sveiby.com.au/KnowledgeManagement.html

 (no longer available).

Waterman, R.H., Peters, T.J. and Phillips, J.R. (1980) Structure is not organization. McKinsey 



Quarterly, in‑house journal. McKinsey& Co., New York.

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