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ORGANIZATIONAL FACTORS FOR SUCCESSFULENTERING TO E-MARKETPLACE: CASE OF LARGE

ORGANIZATIONS IN SLOVENIA

Andreja Pucihar*, Mateja Podlogar**

Received: 10. 09. 2003 Preliminary communication

Accepted: 18. 11. 2003 UDC: 004.38.! : "!8.8

The appeal of doing business on the Web is clear. By bringing together large

numbers of buyers and sellers and by automating transactions, e-maretplaces

e!pand the choices a"ailable to buyers, gi"e sellers access to ne# customers

$buyers%, and reduce transaction costs for all participants. &ntering the e-

maretplace is related to the business process of reengineering, connecting of

information systems, gaining ne# no#ledge #ith training and learning, and

maing in"estments in ne# information technologies and soft#are. 'uch

organi(ation must tae "ery careful steps to prepare itself for a successful

entrance on the e-maretplace. )nly this ind of approach #ill enable the

organi(ation the full use of the a"ailable opportunities and #ill bring e!pected

business results. The paper presents the different types of e-maretplaces and the

use of e-maretplaces for business. urthermore, the results of the research that

#as done among + large organi(ations in 'lo"enia are presented. The current

status of the use e-commerce and e-maretplaces in large organi(ations in

'lo"enia is introduced. n addition, organi(ational factors found by large

organi(ations to be important for a successful entrance to the e-maretplaces are

presented. We conclude the paper #ith recommendations for the organi(ations

that intend to enter e-maretplace.

1. INTRODUCTION

#Andre$a Puci%ar& 'eac%in( A))i)tant and *ead o+ e,ar-et) a/oratory& ecommerce Center&

aculty o+ r(aniational cience)& Univer)ity o+ ,ari/or& 5idri6eva ce)ta !!a& 4000 5ran$&lovenia& 7mail: Andre$a.Puci%ar.Uni,/.)i## ,ate$a Podlo(ar& 'eac%in( A))i)tant and *ead o+ eProcurement a/oratory& ecommerce

Center& aculty o+ r(aniational cience)& Univer)ity o+ ,ari/or& 7mail:

,ate$a.Podlo(ar.Uni,/.)i

49
mailto:[email protected]:[email protected]:[email protected]:[email protected]

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Management, V!. ", #$$%, #, &&. '(-)*A. Puci%ar& ,. Podlo(ar: r(aniational +actor) +or )ucce))+ul enterin( to emar-etplace...

'%e u)e o+ t%e nternet and 7lectronic Commerce in t%e late ;90) cau)edt%e di)appearance o+ intermediarie) /et

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Management, V!. ", #$$%, #, &&. '(-)* A. Puci%ar& ,. Podlo(ar: r(aniational +actor) +or )ucce))+ul enterin( to emar-etplace...

)y)tem&

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Potential participant) on t%e emar-etplace +ace )u/)tantial uncertainty

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Amon( ot%er)& t%e)e )ervice) include product development& lo(i)tic) andin)urance )ervice)& payment) and )imilar. '%ere are not many mar-etplace)

operatin( today t%at o++er )uc% a

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/ot% t%e /uyer); and )eller); )ide. Un)ucce))+ul u)e o+ t%e emar-etplace mi(%t/e cau)ed /y improper )ervice) o+ emar-etplace provider). + )ervice) o+ e

mar-etplace provider) do not add any value to t%e /uyer or )eller& t%en in t%e

lon( term& t%ey

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data and t%e readine)) o+ /u)ine)) proce))e) +or an interor(aniationalrelation)%ip. '%e important or(aniational +actor)& +ound in prior re)earc%& are

de)cri/ed in 'a/le 1.Table 4. )rgani(ational factors found in prior research

Fat A/t0 Fat

r(aniation o+ t%e department) and t%e

level o+ u)e o+in+ormation tec%nolo(y

Auer and Reponen199

%arad

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trainin( and education +or u)er).

!"

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Fat A/t0 FatA

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A

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,o)t o+ t%e re)pondent) are ' per)onnel =42JB& 24.4J o+ t%e re)pondent)

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Almo)t a t%ird o+ t%e re)pondent) con+irmed t%at t%ey %ave de+ined t%e

po)ition o+ an electronic commerce director or mana(er in t%eir or(aniation

=31.1JB. A total o+ 10.1J o+ t%e re)pondent) con+irmed t%at in t%eir

or(aniation& t%ey plan to de+ine t%e po)ition o+ an electronic commerce director

or mana(er in t%e neEt year).

Anot%er !J o+ t%e re)pondent) con+irmed t%at in t%eir or(aniation& t%ey

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*ave no opinion?

1.J

@e plan to u)e 7RP

)y)tem in neEt year)?

".J@e plan to u)e 7RP

)y)tem until t%e end

o+ 2003? 4.2J

@e do not u)e 7RP

)y)tem in

or(aniation? ".J

Co an)

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Kpurc%a)e order)L =19.3JB and Kpayment) order)L =1."JB. nly 10J o+or(aniation)& or even le))& eEc%an(e ot%er document) in )tandardied +orm.

t%er document)& li-e t%e Kreue)t +or uotation andIor o++erL& Ko++erL& and

Kproduct andIor )ervice catalo(ueL& are eEc%an(ed /y mo)t or(aniation)

="8.9JB in non )tandardied +orm =i(ure !B.

3&4J

3&4J

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3&4J

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rder

tandardied ot )tandardied Do not u)e o an)

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A ma$ority o+ t%e re)pondent) )tated t%at ecatalo(ue) o+ product) and )ervice)are availa/le on t%eir

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!&2J

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or(aniation) already %ave t%e eEperience) o+ doin( /u)ine)) on t%e emar-etplace. '%e re)earc% re)ult) )%o< t%at 2.!J o+ t%e or(aniation) already

%ave eEperience) o+ /uyin(& 3.4J o+ )ellin(& 3.4J o+ )ervice providin( and

1.J o+ /uyin( and )ellin( on t%e emar-etplace. '%ree uarter) =!."JB o+ t%e

or(aniation) %ave no eEperience) and 13.4J o+ t%e or(aniation) did not

an)

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in t%e +uture. Almo)t a uarter =21.8JB o+ t%e or(aniation) %a) no opiniona/out enterin( t%e emar-etplace in t%e +uture&

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'%e ma$ority o+ re)pondent) a(ree) t%at t%ey are a/le to provide t%e

)tandardied +orm o+ data. Almo)t %al+ o+ t%e re)pondent) =4".2JB a(ree t%at

t%e c%aracteri)tic) o+ t%eir product) and )ervice) are ea)y to de)cri/e. ,ore t%an

%al+ o+ t%e re)pondent) ="3JB a(ree t%at in t%eir or(aniation t%ey are a/le to

o++er )tandardied data a/out product) and )ervice) =Puci%ar 2002B ='a/le 4B.

3.'. Im&tane 9 Ogan46at4na! Fat 9 /e9/!!; ente4ngt0e e-maet&!ae

A ma$ority o+ t%e re)pondent) )tated eac% o+ t%e +ollo%?

5se of an enterprise resource planning system that enables them to connect

#ith business partners $;:.8>%?

7efined position of an electronic commerce e!ecuti"e in the organi(ation

$;;.4>%?

A"ailability of an electronic catalogue of products and ser"ices $:;>%?

&!periences #ith electronic commerce $:;>%.

'%e importance o+ or(aniational +actor) +or a )ucce))+ul entry on t%e e

mar-etplace i) )%o

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Table +. nternal organi(ational factors

Ogan46at4na! 9at

T0e !e7e! 9 agee4ng 4n 8A7eage

7a!/eStng!;

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Table 8. 3osts of preparing and entering the e-maretplace

Ogan46at4na! 9at

T0e !e7e! 9 t> 4n 8Ve;L= # % '

Ve;04g0

Nan=e

A7eage7a!/e

1 * $

osts of preparing for and entering e-marketplace

Co)t) o+ emar-etplace )ervice)0.8

1."

34.!

21.0

0.8 2!.2 3.1

Co)t) o+ emar-etplace +ee)1.

1!.

1

32.

8

24.

42.! 23.! 3.0

'rainin( and educational co)t)

0 ".

33.

"

3!.

3 9.2 1!.1 3."

Co)t) o+ )etup and maintainin( an

electronic catalo(ue o+ product)andIor )ervice)

0 8.440.3

31.1

!.9 14.3 3.4

n+ormation tec%nolo(y co)t)2.!

14.3

31.9

31.1

!.0 1!.1 3.3

Table 9. Ability to ensure and pro"ide the standardi(ed form of data

Ogan46at4na! 9at

T0e !e7e! 9 agee4ng 4n 8Stng!;

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Table . mportance of organi(ational factors

Ogan46at4na! 9at

T0e !e7e! 9 4m&tane 9 9at 4n 8Nt

4m&tantat a!!

# % 'Ve;

4m&tantN

an=eA7eage

7a!/e

1 * $'op mana(ement )upport tone< ' and

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t i) al)o important t%at t%e top mana(ement )upport) t%e pro$ect o+

enterin( t%e emar-etplace and t%at t%ey %ave a clear vi)ion and )trate(y %o

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