Strategies for E-Business Success

From the Sloan Management Review comes a remarkable collection of articles written by highly regarded experts in the field of e-business. This second book in the MIT SMR series is aimed at those seeking to integrate e-business into their enterprises as a way of maintaining -- or establishing -- competitive advantage. Strategies for E-Business Success offers a roadmap of the fundamental principles and tools executives need.

<B>Erik Brynjolfsson </B>and<B> Glen L. Urban</B> are codirectors of the Center for eBusiness at the Massachusetts Institute of Technology and professors at the MIT Sloan School of Business in Cambridge, Massachusetts.

Introduction

1

(6)

Erik Brynjolfsson

Glen L. Urban

PART ONE STRATEGY

Finding Sustainable Profitability in Electronic Commerce

7

(28)

John M. de Figueiredo

While many e-commerce retailers head toward commodity pricing, there are a few that are likely to profit on the Web. Only retailers who match market segment to correct strategy will win. Here's how

Making Business Sense of the E-Opportunity

35

(26)

David Feeny

New Web technologies are offering companies unprecedented opportunities to rethink strategic business models, processes, and relationships

Profits and the Internet: Seven Misconceptions

61

(22)

Subramanian Rangan

Ron Adner

Managers aiming to capitalize on the Internet to achieve growth need to understand the full implications of the strategies they choose

Five Steps to a Dot-Com Strategy: How to Find Your Footing on the Web

83

(32)

N. Venkatraman

Vision, governance, resources, infrastructure, and alignment are the stepping stones to a successful Web strategy. Building on your current operations, experimenting with new approaches, and creating new business models all play a part

Pathways to E-Business Leadership: Getting from Bricks to Clicks

115

(24)

Leslie P. Willcocks

Robert Plant

How do leading business-to-consumer corporations harness the Internet to acquire new customers and increase their market share? A new study of fifty-eight companies describes several strategies that work

The Past and Future of Competitive Advantage

139

(14)

Clayton M. Christensen

Today's competitive advantage may become tomorrow's albatross unless strategists attune themselves to changes in underlying conditions

PART TWO IMPLEMENTATION

MARKETING

Placing Trust at the Center of Your Internet Strategy

153

(24)

Glen L. Urban

Fareena Sultan

William J. Qualls

Consumers make Internet buying decisions on the basis of trust. How much trust your Web site needs to deliver depends on the nature of your products, competitive pressure from new infomediaries, and your ability to innovate

How Do They Know Their Customers So Well?

177

(24)

Thomas H. Davenport

Jeanne G. Harris

Ajay K. Kohli

Insightful companies mix rich customer data with their understanding of the people behind the transaction

COMMUNITY

Building Stronger Brands Through On-Line Communities

201

(26)

Gil McWilliam

Consumer brand companies need new management skills, and brand managers must understand on-line behavior if they wish to develop strong, sustainable, and beneficial on-line communities around their brands

Four Smart Ways to Run On-Line Communities

227

(28)

Ruth L. Williams

Joseph Cothrel

Kaiser Permanente, About.com, Sun Microsystems, and Ford have created four kinds of innovative on-line communities. Their experience shows not only how to manage communities, but also how to manage today's workforce

PART THREE TECHNOLOGY

Product-Development Practices That Work: How Internet Companies Build Software

255

(26)

Alan MacCormack

Now there is proof that the evolutionary approach to software development results in a speedier process and higher-quality products

What Makes a Virtual Organization Work?

281

(28)

M. Lynne Markus

Brook Manville

Carole E. Agres

Today's workforce increasingly consists of de facto volunteers. The open-source software movement--propelled in large part by volunteer programmers--suggests ways to motivate and direct knowledge workers

The Authors

309

(14)

Index

323

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Strategies for E-Business Success

Summary

Author Biography

Table of Contents

Supplemental Materials