A01 chaf6542 06 se fm indd

Digital channel 

strategies

Define how a 

company should set 

specific objectives 

and develop specific 

differential strategies for 

communicating with its 

customers and partners 

through electronic media.

Figure 5.2

Relationship between digital business strategy and other strategies

SCM

strategy

Chapters

6 and 7

Buy-side

e-commerce

SCM = supply chain management

CRM = customer relationship management

Marketing / CRM

strategy

Chapters

8 and 9

Sell-side

e-commerce

Constraints and

opportunities

Objectives

Information systems

strategy

All chapters

Digital business

strategy

Chapter 5

Corporate

strategy

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Chapter 5  Digital business strategy

So at any one time, there will be a lot of potential initiatives which it will be not be finan-

cially or operationally practical to implement at the same time. So roadmaps need to be pro-

duced and decisions taken over priorities as described at the end of this chapter.

Digital channel strategies also need to define how electronic channels are used in conjunc-

tion with other channels as part of a