Objectives of knowledge management

European Commission Information Society Statistics ( 
http://ec.europa.eu/information_
society/digital‑agenda/index_en.htm
) Reports evaluating digital business activity and 
consumer adoption across the European Union. 
Econsultancy.com ( 
www.econsultancy.com
) Research, best practice reports and supplier 
directory for online marketing. 
Mary Meeker (
www.kpcb.com/insights
) An analyst at Kleiner Perkins Caufield Byers who 
presents trends and forecasts on digital technology yearly with a focus on mobile channels. 
Ofcom ( 
http://stakeholders.ofcom.org.uk/
) The Office of Communication has an annual 
Communications Market report on the adoption of digital media including telecommu-
nications and the Internet (including broadband adoption), digital television and wireless 
services. 
Smart Insights ( 
www.smartinsights.com
) Guidance on digital marketing best practice from 
Dave Chaffey to help businesses succeed online. It includes alerts on the latest develop-
ments in applying digital technology and templates to create marketing plans and budgets.
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2
➔ 
Online marketplace analysis 42
➔ 
Location of trading in the 
marketplace 53
➔ 
Business models for 
e‑commerce 58
Focus on . . .
➔ 
Online start‑up companies 66
2.1
i‑to‑i – a global marketplace for 
a start‑up company 69
Chapter at a glance
Main topics
Marketplace analysis 
for e‑commerce
Learning outcomes
After completing this chapter the reader should be able to:
�
Complete an online marketplace analysis to assess competitor, 
customer, and intermediary use of digital technologies and 
media as part of strategy development
�
Identify the main business and marketplace models for electronic 
communications and trading
�
Evaluate the effectiveness of business and revenue models for 
online businesses, paticularly online start‑up businesses
Management issues
The fundamentals of e‑commerce imply these questions for 
managers:
�
What are the implications of changes in marketplace structures 
for how we trade with customers and other partners?
�
Which business models and revenue models should we consider 
in order to exploit the Internet?
�
What will be the importance of online intermediaries and 
marketplace hubs to our business and what actions should we 
take to partner these intermediaries?
The following additional case studies 
are available at