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?