E-COMMERCE

The book’s title reflects some key themes that we develop. First we are primarily concerned with electronic commerce which we define as using technology (e.g. the Internet) to communicate or transact with stakeholders (e.g. customers). Second we discuss how organizations must change in order to take advantage of electronic commerce opportunities. In this sense our book offers the strategic perspective (i.e. the best way to operate a successful business in the 21st century). Third with the growing importance of the Internet and related technologies organizations must take electronic commerce into account when they are creating strategic plans. Thus electronic commerce is a strategic perspective that all firms must adopt both in the present and in the future. In other words an organization that does not explicitly consider electronic commerce as a strategic imperative is probably making a crucial error. Here we focus primarily on the opportunities and tactics that can lead to success in the electronic marketplace.