The 4s web-marketing mix model

This paper reviews the criticism on the 4Ps Marketing Mix framework, the most popular tool of traditional marketing management, and categorizes the main objections of using the model as the foundation of physical marketing. It argues that applying the traditional approach, based on the 4Ps paradigm, is also a poor choice in the case of virtual marketing and identifies two main limitations of the framework in online environments: the drastically diminished role of the Ps and the lack of any strategic elements in the model. Next to identifying the critical factors of the Web marketing, the paper argues that the basis for successful E-Commerce is the full integration of the virtual activities into the company’s physical strategy, marketing plan and organisational processes. The four S elements of the Web-Marketing Mix framework present a sound and functional conceptual basis for designing, developing and commercialising Business-to-Consumer online projects. The model was originally developed for educational purposes and has been tested and refined by means of field projects; two of them are presented as case studies in the paper.\ud \u

Contribución del comercio electrónico al desempeño de las PyMEs industriales: un modelo estructural

El rol que juegan las Tecnologías de la Información y comunicación (TIC) para lograr un mejor desempeño organizacional aún requiere de un análisis más profundo entre las pequeñas y medianas empresas (PyMEs) de los países en desarrollo. Este estudio pretende ampliar la literatura empírica sobre la relación entre TIC, comercio electrónico y desempeño de las PyMEs en países en desarrollo. Para alcanzar este objetivo, utilizamos una muestra de 87 empresas manufactureras de la ciudad de Bahia Blanca, Argentina correspondiente al año 2015. Mediante la estimación de un Modelo de ecuación estructura, se obtiene que la adopción del comercio electrónico posee una influencia positiva y significativa en las ventas de las PyMEs la cual es potenciada por el nivel de uso de las TIC. Otros factores organizacionales tales como el tamaño de la empresa y los programas públicos explican el desempeño, pero no son predictores significativos de la adopción del comercio electrónico.The role Information and Communication Technologies (ICT) play in achieving a better organizational performance still needs further analysis among small and medium sized enterprises (SME) from developing countries. This study aims to extend the empirical literature on the relationship between ICT, electronic commerce and SME performance in developing countries. To achieve this goal, we employ a sample of 87 manufacturing firms from the city of Bahía Blanca, Argentina in the year 2015. By estimating a structural equation model, we obtain that electronic commerce adoption has a positive and significant influence on SME sales which is reinforced by the level of ICT use. Other organizational factors such as firm size and public programs explain performance, but are not significant predictors of the electronic commerce adoption.Fil: Alderete, Maria Veronica. Universidad Nacional del Sur. Departamento de Economía; Argentina. Consejo Nacional de Investigaciones Científicas y Técnicas. Centro Científico Tecnológico Conicet - Bahía Blanca. Instituto de Investigaciones Económicas y Sociales del Sur. Universidad Nacional del Sur. Departamento de Economía. Instituto de Investigaciones Económicas y Sociales del Sur; Argentin

Semantic discovery and reuse of business process patterns

Patterns currently play an important role in modern information systems (IS) development and their use has mainly been restricted to the design and implementation phases of the development lifecycle. Given the increasing significance of business modelling in IS development, patterns have the potential of providing a viable solution for promoting reusability of recurrent generalized models in the very early stages of development. As a statement of research-in-progress this paper focuses on business process patterns and proposes an initial methodological framework for the discovery and reuse of business process patterns within the IS development lifecycle. The framework borrows ideas from the domain engineering literature and proposes the use of semantics to drive both the discovery of patterns as well as their reuse

Competing in the Digital Economy?: The Dynamics and Impacts of B2B E-commerce on the South African Manufacturing Sector

ICTs, B2B e-commerce, manufacturing sector, South Africa

Exploring the mobile technology deployment process in a creative B2B service industry

This study addresses the limited empirically grounded research to understand the process of the mobile technology deployment (MTD) in a creative B2B industry. Strauss’ evolved grounded theory (GT) approach has been employed to analyse three different cases and perform cross-case display of patterns. Multiple sources of both primary, in-depth interviews with key decision-makers, and secondary data have been used to select seven dimensions of the MTD process, three operational and four strategic, signalling similarities and intercase differences. Creative B2B firms extensively deploy mobile technology (MT) on operational and strategic levels. Findings confirm applicability of existing strategic marketing doctrines in relation to the MTD where follower-firm employs MT based on cost-efficiency and risk avoidance strategic orientation. The second firm, challenger, organises and manages the MTD based on market opportunities. The third, leader, is characterised by risk-taking approach and innovation orientation to the MTD. This study provides insights into practices of the MTD in creative B2B companies describing strategic paths that firms follow in order to build competitive positioning through employment of MT. The seven-dimensions framework of the MTD can be practically implied for strategy and operation planning in companies currently applying and potentially willing to deploy MT

The Use of Hosted Enterprise Applications by SMEs: A User Perspective

This paper seeks to deepen our understanding of the engagement of small to medium-sized enterprises (SMEs) in hosted enterprise applications (high complexity e-business applications) in the UK by investigating the relevance of organisational and technical factors through conducting interviews with SME users of hosted applications. The emergence and development of the application service provider (ASP) sector has attracted much interest and highly optimistic forecasts for revenues. Of particular interest in this paper is the emergence of service offerings targeted specifically at SMEs. The paper starts by considering information technology (IT) adoption by SMEs in general before reviewing the provision of hosted enterprise applications in the US and UK. The empirical data collected from SME users of hosted enterprise applications is then analysed in order to produce the key findings and conclusions. From an SME user perspective the key findings to emerge from the study include: i) confirmation that ICT infrastructure was no longer a barrier to adoption, ii) the pragmatic approach taken to security issues, iii) the use of both multiple information systems (hosted and resident) and service providers, iv) the attractiveness of the rental cost model and v) the intention to continue or extend their use of hosted applications within the enterprise. The early promise of the ASP sector appears not to have been generally realised for SMEs in the UK. This study explores the experience of early adopters of this new IT related innovation and identifies some significant business gains experienced by SME users. It also highlights the opportunity for gaining competitive advantage by using hosted enterprise applications to reduce costs. There are very few empirical studies of hosted applications which take a deliberately SME user perspective and this paper make an important contribution in this emerging field

People in the E-Business: New Challenges, New Solutions

[Excerpt] Human Resource Planning Society’s (HRPS) annual State of the Art/Practice (SOTA/P) study has become an integral contributor to HRPS’s mission of providing leading edge thinking to its members. Past efforts conducted in 1995, 1996, 1997, 1998, and 1999 have focused on identifying the issues on the horizon that will have a significant impact on the field of Human Resources (HR). This year, in a divergence from past practice, the SOTA/P effort aimed at developing a deeper understanding of one critical issue having a profound impact on organizations and HR, the rise of e-business. The rise of e-business has been both rapid and dramatic. One estimate puts the rate of adoption of the internet at 4,000 new users each hour (eMarketer, 1999) resulting in the expectation of 250 million people on line by the end of 2000, and 350 million by 2005 (Nua, 1999). E-commerce is expected to reach $1.3 trillion by 2003, and of that, 87 percent will go to the business to business (B2B) and 13 percent to the business to consumer (B2C) segments, respectively (Plumely, 2000)