Efficiency and effectiveness considerations in determining strategic and operational paths to ebusiness enablement
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Bruce E. Perrott is Director of Post Graduate Programs and Research Director with the Marketing Strategy and Technology Group at the School of Marketing, University of Technology, Sydney. Dr Perrott is involved in the area of strategic management. He is concerned with how business and marketing strategies are formulated, formalised and managed through to the implementation phase. The interest in strategic management is pursued through a broad range of activities including post graduate course design and teaching, consulting, mentoring, research, management training and development. He is also a strategy and marketing consultant with a focus on viable practice, advising senior managers on business and marketing strategies for growth. He has worked internationally with both public and private sector organisations such as the United Nations (UNCTAD), American Express, Lend Lease, CISCO, Wespac, Fuji Xerox, HCF, Federal Airports Corporation, AT & T, Transgrid, Civil Aviation Authority and the Australian Tourist Commission. Prior to his academic and consulting careers, he held senior marketing management positions in the food, finance, petroleum and insurance industries. He was located in Sydney and London with American, British and Australian companies.
Abstract Shareholder, competitor and consumer pressures have motivated organisations to embrace various aspects of electronic business for the purposes of efficiency and effectiveness. The complex and rapidly changing montage of emerging and converging technologies, which together make up ebusiness capability at any point in time, inhibit the crystallisation of a clear model for managers to use. As electronic connections between customers and suppliers increase in frequency and complexity, research in this area is becoming increasingly important in an effort to better understand the impact electronic networks have on buyer–seller relationships and business networks. This paper examines recent exploratory research carried out with senior managers in the Australian telecommunications and banking industries in an effort to better understand perceptions of the impact of ebusiness developments on the effectiveness and efficiency of those industries and organisations at a point in time. Research findings are used as a basis for developing prescriptive guidelines. These guidelines take the form of a matrix, which is intended to guide the efforts for developing ebusiness capability according to strategic or operational initiatives. Bruce E. Perrott University of Technology, Sydney School of Marketing PO Box 123 Broadway, NSW 2007, Australia Tel: 02 9514 3524 Fax: 02 9514 3535 e-mail: [email protected]
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ELECTRONIC NETWORKS Electronic commerce (EC) is about the exchange of digitised information between parties. This may represent communication between two parties,
Database Marketing & Customer Strategy Management
co-ordination of the flow of goods and services or the transmission of electronic orders.1 If electronic commerce relates to transactions, electronic busi
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