|While there has been a
considerable rise and fall of e-commerce consultants and
gurus preaching their gospel, the range of advice and
advisor has also been moderated by the changes in the
market of 2000 and 2001.
The successful and leading advisor in e-commerce tend
to come from two camps, the management strategy camp and
the technology monitoring and application area. Patti
Seybold, an experienced researcher, observer, and
prominent of applying technology with intelligence,
started a veritable revolution with her customers.com book
in 1998, and she continues to be insightful and prolific
in dishing out useful advice. She takes a very
customer-centric view of building e-business systems and
their development. By analyzing how business is being done
today, and answering questions about how it can be done
differently, a model will emerge to establish the right
level of change, the supporting technology, and of course
something that prospects will adopt.
Ensuring that other will actually use
the technology and the business model together is at the
foundation of all successful strategies. Seybold makes
this very clear with her customer-centric approach.
Focusing on the success factors, Seybold
proposes a five-step process to deliver the goods to you
and your clients. These are:
1. Make it easy for customers to
do business with you.
2. Focus on the end customer for the product and
3. Redesign your customer-facing business process
from the end customer's point of view.
4. Wire your company for profit: design a
comprehensive, evolving electronic business architecture
5. Foster customer loyalty - the key to
profitability in electronic commerce and e-business.
Researchers that have followed the growth of the industry
and stayed out on the leading edge would have to include
Tom koulopoulos. His book "The X-economy" takes high
ground on e-business economics and how they will affect
all operations in the future.
Believing that the dot-com collapses
were merely the thin eggshell surrounding our evolving
e-business based economy, he argues that all business is
moving this direction - the e-business direction, that is.
I agree with him: much of his approach
is based on the integration of collaboration,
marketplaces, and communities. The blurring of these lines
has been relatively unclear due to a changing marketplace,
and the wide range of success and failure of e-business
Reflect on the list below, outlining
what to watch in the creation and development of your own
1. Supply chain awareness:
The ability to quickly access your inventory of skills and
2. Supply chain responsiveness: The ability
to rally the collective competencies of a supply chain in
order to bring a product to market or respond to a
3. Demand chain responsiveness: The ability
to respond to changes in a complex market by rapidly
making decisions and taking action to align supply chain
capabilities with the requirements of the demand chain.
4. Demand chain awareness: The ability to
understand how the market perceives the value associated
with its products and services, and to recognize and
decipher market trends and other factors that potentially
impact the business offerings or customer needs.
Each of these steps focus on taking a
macro view of the capabilities of the operation, and then
understand clearly what dynamics are affecting the
marketplace surrounding the operation. Understanding these
elements will cause a strategic path for the development
of e-business strategy to be developed - one that takes
into account the dynamics of the marketplace around you.