Decision 8: Organisational resourcing and capabilities
Strategy implementation
Failed digital business strategies
Digital business strategy implementation success factors for SMEs
Case Study 5.3: Boo hoo – learning from the largest European dot-com failure
Focus on: Aligning and impacting digital business strategies
Elements of IS strategy
Investment appraisal
Decisions about which business applications to invest in
The productivity paradox
Summary
Exercises
References
Web links
6. Supply chain management
Learning outcomes
Management issues
Links to other chapters
Introduction
Problems of supply chain management
What is supply chain management?
Using technology to support supply chain management – an example
A simple model of a supply chain
Case Study 6.1: Shell Chemicals redefines its customers’ supply chains
What is logistics?
Push and pull supply chain models
Focus on: The value chain
Restructuring the internal value chain
The value stream
Value chain analysis
Value networks
Towards the virtual organisation
Options for restructuring the supply chain
Using digital business to restructure the supply chain
Technology options and standards for supply chain management
Adoption rates of digital business applications
Benefits of e-supply chain management
Case Study 6.2: Argos uses e-supply chain management to improve customer convenience
IS-supported upstream supply chain management
RFID and The Internet of Things
IS-supported downstream supply chain management
Outbound logistics management
IS infrastructure for supply chain management
Supply chain management implementation
Data standardisation and exchange
The supply chain management strategy process
Goal-setting and performance management for e-SCM
Managing partnerships
Managing global distribution
Case Study 6.3: RFID: keeping track starts its move to a faster track
Summary
Exercises
References
Web links
7. E‑procurement
Learning outcomes
Management issues
Links to other chapters
Introduction
What is e‑procurement?
Understanding the procurement process
Types of procurement
Participants in different types of e-procurement
Drivers of e-procurement
Examples of the benefits of e-procurement
Case Study 7.1: Cambridge Consultants reduces costs through e-procurement
Focus on: Estimating e-procurement costs
The impact of cost savings on profitability
Barriers and risks of e-procurement adoption
Implementing e-procurement
Integrating company systems with supplier systems
Focus on: B2B marketplaces
Why did so many B2B marketplaces fail?
Reasons for limited adoption of e-market places
From neutral to private B2B exchanges
Case Study 7.2: Covisint – a typical history of a B2B marketplace?
Types of marketplace
The future of e‑procurement
Summary
Exercises
References
Web links
8. Digital marketing
Learning outcomes
Management issues
Links to other chapters
Introduction
Chapter structure
What is digital marketing?
Marketing defined
Digital marketing defined
Inbound marketing
Content marketing
Digital marketing planning
Is a separate digital marketing plan required?
Situation analysis
Customer demand analysis
Qualitative customer research
Competitor analysis
Intermediary or influencer analysis
Internal marketing audit
Objective setting
Case Study 8.1: The evolution of easyJet’s online revenue contribution
Strategy
Market and product positioning
Target market strategies
Content strategy
Focus on: Characteristics of digital media communications
1. Interactivity
2. Intelligence
3. Individualisation
4. Integration
5. Industry restructuring
6. Independence of location
Tactics
Product
Case Study 8.2: Dell gets closer to its customers online
Price
Place
Promotion
People, process and physical evidence
Focus on: Online branding
Brand identity
The importance of brand online
Actions
Control
Summary
Exercises
References
Web links
9. Customer relationship management
Learning outcomes
Management issues
Links to other chapters
Introduction
Marketing applications of CRM
What is e-CRM?
From e‑CRM to social CRM
Benefits of e‑CRM
Customer engagement strategy
Permission marketing
Customer profiling
Conversion marketing
The online buying process
Differences in buyer behaviour in target markets
Differences between B2C and B2B buyer behaviour
Influences on purchase
The net promoter score
Customer acquisition management
Focus on: Marketing communications for customer acquisition, including search engine marketing, online PR, online partnerships, interactive advertising, email marketing and social media marketing
The characteristics of interactive marketing communications
1. From push to pull
2. From monologue to dialogue
3. From one‑to‑many to one‑to‑some and one‑to‑one
4. From one‑to‑many to many‑to‑many communications
5. From ‘lean-back’to ‘lean-forward’
6. The medium changes the nature of standard marketing communications tools such as advertising
7. Increase in communications intermediaries
8. Integration remains important
Assessing marketing communications effectiveness
Online marketing communications
1. Search engine marketing (SEM)
2. Online PR
Focus on: Social media and social CRM strategy
3. Online partnerships
4. Interactive advertising
5. Email marketing
Social media marketing
Customer retention management
Personalisation and mass customisation
Creating personalisation
Extranets
Opt‑in email
Techniques for managing customer activity and value
Lifetime-value modelling
Focus on: Excelling in e‑commerce service quality
Improving online service quality
Tangibles
Reliability
Responsiveness
Assurance
Empathy
Customer extension
Advanced online segmentation and targeting techniques