ThisSession…
• Overviewofresearchbullets• Keymodels&theorytorevise• Topcasestudiestouse
ResearchBullets
Competitiveenvironment
Functionalareas
StakeholderGroups
Opportunities&threats
ResponsetoE-commercegrowth
Impactonbusinessperformance
Competitiveenvironment
• Likelytobeexaminerfavourite• Impactofdisruptivetechnologyonmarketstructures&competition
• Keymodel:Porter’sFiveForces• Otherkeyconcepts:
– Economies of scale– Barriers to entry– Innovation
Competitiveenvironment
• Examplesofmarketsdisruptedbye-commerce:
• Mediastreaming(Netflix,AmazonPrime,YouTube,Spotify)
• Fashionretailing(ASOS,NetaPorter)• Recruitment(LinkedIn,Monster)• Travel(Uber,Airbnb,TripAdvisor)
• Keyiseffectiveintegrationofthefunctionalareas,particularlymarketingandoperations
• E-commercetechnologyisnowadvancedandeasily-available,evenforsmallerfirms
• Harderareaistomakee-commerceworkwellininternationalmarkets
Functionalareas
• Somekeyconcepts:• Localisation(e.g.Wiggle)• Omnichannelretailing(e.g.Argos)• Masscustomisation(e.g.Moonpig)• Supplychain(e.g.AmazonFresh)
Functionalareas
• Stakeholdergroupmostimpactedarecustomers:–Muchgreaterchoice&lowertransactioncosts
–Butneedforgreaterprotection–Greaterbargainingpower&socialinfluence
• Suppliersbecomemoreimportant,particularlyaspartofcomplexsupplychains
StakeholderGroups
• Anotherresearchbullettofocuson!Verylikelytofeatureinone(orboth)oftheessays
• LinksverycloselywithBullet1(impactoncompetition)
• Becareful:essaytitlemayaskaboutthefuture:ifitdoes,don’trespondbytalkingaboutthepast
Opportunities&threats
• Keymodels&concepts– Porter Five Forces (threat of new entrants)– Product Life Cycle (shortened?)– PESTLE (technological)– Competitive advantage (who has it?)
• Mobilecommerce– Now 50%+ of digital commerce– The source of future innovation & disruption?
Opportunities&threats
• Strategicchoiceisthekeyissuewiththisbullet– Doesthebusinesshaveachoice?–Howistheindustry“businessmodel”changingwithe-commercedevelopments?
– Doesorganisationalculture and/orleadershipinfluencehowabusinessresponds?
–Whatarethealternativestorespondingtoe-commerce?
ResponsetoE-commercegrowth
• Keytheoriesandmodels:• First-moveradvantage• Ansoffmatrix• Businessmodel• Strategicdirection(Porter)
ResponsetoE-commercegrowth
• Businessslowtorespond
• Businessthathaschangeddirectiontofocusone-commerce
• Businessyettoembracee-commerce
• Businessbuiltfromthestartone-commerce
ResponsetoE-commercegrowth
• Thisbulletdrawsonthekeyfirms,industries&theoriesthatunderpinBullet1(competition)&Bullet4(opps &threats)
• Pickasmallnumberofmarketsthathavebeensignificantlyaffectedbye-commerce–Whyhasthisdisruptionhappened?–Whyhavesomebusinesses succeededandothersfailed?
–Whatcompetitiveadvantagesdotheexistinge-commercemarketleadersnowhave?
Impactonbusinessperformance
KeyResearchExamplesWhichCoverALLtheResearchBullets
HybridEssayQuestionsBuildingontheSixBullets (1)
Istherapidpaceofdevelopment ine-commercelikelytodisruptmarketsevenmoreinthefuture?
Ise-commercenowthemostimportantfactoraffectingthenatureofcompetition inmarkets?
Overallshouldestablishedmarketleaderstreate-commerceasanopportunityorathreat?
HybridEssayQuestionsBuildingontheSixBullets (2)
Towhatextent isitinevitablethatthemostsuccessful e-commercebusinesses inthefuturewillbethosethatarealreadymarketleaders?
Isamultichannel approachisthebestwayforbusinesses tosucceedwithe-commerce?
Isitnowtoolateforbusinesseswithoutstronge-commerceoperationstotakeadvantageofe-commerceopportunities?