卡伦国际企业管理第6版 课件 _CH10 Multinational E-Commerce Strategies and Structures.ppt

10MultinationalE-Commerce:StrategiesandStructures

LearningObjectives(1of2)Definetheformsofe-commerce.UnderstandthestructureoftheInterneteconomy.Identifythebasiccomponentsofasuccessful

e-commercestrategy.Knowthebasicmultinationale-commercebusinessmodels.

LearningObjectivesIdentifythepracticalitiesofrunningamultinational

e-commercebusiness.Understandthefunctionofenablersinmultinational

e-commerceoperations.

TheInternetEconomyAlthoughsmallincomparisontothetraditionaleconomy,theInterneteconomyis:Growingfasterthananyotherbusinesstrendinhistory;aworldwidephenomenonDrasticallychanginghowinternationalbusinessisdoneTheInternetallowsanycompanytocreateavirtualandglobalpresencetoconductoperationsworldwide.

TheInternetEconomyManyoftheissuesinvolvedinbusinessovertheWebaresimilartothosefacedbytraditionalMNCs.ThenextgenerationofMultinationalmanagersmustaddressuniquechallengesinformulatingandimplementingmultinationalstrategiesfortheInterneteconomy.

WhatIsE-Commerce?(1of2)E-Commerceisthesellingofgoodsorservicesovertheinternet,andincludesthosedeliveredonline(downloadedsoftware)andoffline(deliverybyUPS).Typesoftransactions:B2C:Business-to-ConsumertransactionsExample:buyingtoysfromeToys.B2B:Business-to-Businesstransactions75-80%oftransactions

WhatisE-Commerce?(2of2)Typesoftransactions:(cont’d)C2C:Consumer-to-ConsumertransactionsAnyonesellingonlineeBayfacilitatesC2CtransactionsC2B:Consumer-to-BusinesstransactionsExample:pricecomparisonwebsites.

Exhibit10.1:

E-CommerceValueChain

Measuring

TheInternetEconomyTwoindicatorsoftheglobalpresenceofe-commerce:SecureServer:anInternethostthatallowsuserstosendandreceiveencrypteddataInternetHosts:computersconnectedtotheInternetwiththeirownIPaddressesTheextentofe-commerceisdifficulttomeasure.Onemethodistoestima