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business
introduction e-business management
Digital Business And E Commerce Management 7th Edition Dave Chaffey, Tanya Hemphill, David Edmundson-Bird - Solutions
What are the critical success factors for analysis and design of digital business systems?
What is the balance between requirements for usable and secure systems and the costs of designing them in this manner?
Using the case study, characterise Amazon’s approach to marketing communications.
How does the Amazon ‘culture of metrics’ differ from that in other organisations, from your experience?
What are the strengths and weaknesses of each model?
What common features do the models share? List the key elements of an appropriate strategy process model.
Summarise Sandvik Steel’s digital business strategy as described in the article.
Review the summaries of the approaches recommended by IDC Research below (Picardi, 2000). Which elements of these strategies would you suggest are most relevant to a B2C company?
Alternatively, for a company with which you are familiar, review the eight strategy decisions within this section.
Which strategic marketing assumptions and decisions arguably made Boo.com’s failure inevitable? Contrast these with other dot.com-era survivors that are still in business, such as lastminute.com, Egg.com and Firebox.com.
In many ways, the visions of Boo’s founders were ‘ideas before their time’. Give examples of e-retail techniques that Boo adopted and used to create an engaging online customer experience, which are now becoming commonplace.
Assume you had sufficient funds to invest in only two of these options. Which two would you choose?
Explain how Zara uses supply chain management to gain competitive advantage.
Zara is obviously a large global business - what key success factors from its SCM approach can cross over to smaller operations?
Referring to Chapter 2 and the section on disintermediation and reintermediation, discuss the opportunities for a B2B company to restructure its supply chain as part of the move to digital business, and the benefits this may bring.
The SIMON system supports both ‘upstream and downstream’business relationships. Explain how this relates to Figure 6.6 and whether you would consider it an e-commerce system or a digital business system.
Draw a table summarising the before and after implementation roles for Shell and its customers (downstream side).
Visit the Shell Chemicals website (www.shell.com/chemicals).How are the benefits of these facilities explained?
Explain how Argos uses supply chain management to improve the proposition for its customers.
What do you think are the factors that have made Argos successful within its multichannel retail strategy?
How information systems can help improve performance.
The constraints that may limit performance improvements.
Identify inefficiencies in the traditional procurement process (Table 6.5).
Identify process benefits to Table 6.5 that would be possible through the automation of a system through an email-based workflow system.
Summarise why the e-procurement process in Table 6.6 is more efficient.
Why is the integration of Honeywell’s SCM and e-procurement system important?
Given the scale of the purchasing operation at Honeywell, what benefits do you think the ERP has brought?
How are company efficiencies gained through e-procurement?
To what extent was the Internet revenue contribution of around 90%achieved ‘more by luck than judgement’?
Use a news source such as www.ft.com or review its investors’ relations site to find out how easyJet has extended its Internet applications.
Describe approaches used by Dell within its site design and promotion to deliver relevant offers for different types of online customers.
Explain how Warby Parker builds effective relationships with its customers. Use Figure 8.1 as a framework to help illustrate your answer.
Based on the case study and your own research on competitors, summarise the strategic approaches that have helped Tesco.com achieve success online.
Update the compilation in Table 9.7 to the latest values using Onestat.com or other data from web analytics providers. Web browser popularity Screen resolution popularity 1 Chrome 48.9% 1 1366 x 768 22.5% 2 Firefox 14.9% 2 1920 x 1080 11.1% 3 Safari 12.1% 3 1280 x 800 9.8% 4 Internet Explorer 10.9%
What is the difference between digital literacy and digital competence?
What is the difference between adapting to digital and adopting digital technology?
Describe the things that make digital transformation different from digital business transformation.
Write a report to a manager recommending why a growth hacking approach should be taken to digital marketing.
Develop a plan for measuring the marketing effectiveness of an e-commerce site.
Discuss the balance of using a website and traditional offline methods for marketing research.
Explain what CRO is and what would be tested on an e-commerce site.Essay and discussion questions
‘Organisations that do not transform digitally are likely to fail as organisations.’Discuss.
You are a digital transformation consultant in a new start-up. Create a guide to the process of digital transformation for the founder, with particular reference to the issue of leadership.
You are a digital transformation consultant for an existing business. Create a guide to the process of digital transformation for the board, and identify the stages they need to go through.
Describe how a digital business could take a growth hacking approach.
Explain what a ‘test, learn and commit’ loop is and the benefits this approach brings to a digital business.
Explain the process of digital transformation for an existing organisation.
Discuss why organisations need to explore digital processes, practices and culture in digital transformation.
Describe the features of an organisation with whom you are familiar that has changed the way it manages its relationships with its customers, either through changes to the interface or changes to the way it does business.
Analyse the advantages and disadvantages of taking a growth hacking approach to digital marketing.
Explain the three different types of virality, with reference to a digital business successfully using each one.
Explain the following terms and why they are important for digital businesses:(a) Minimum viable product (MVP)(b) Conversion rate optimisation (CRO)(c) Scrum methodology(d) Qualitative and quantitative research.
Why are conversion and attrition rates important when evaluating the performance of an e-commerce site?
Distinguish between e-commerce and digital business.
Explain what is meant by buy-side and sell-side ecommerce.
Explain the scope and benefits of social media and social commerce to an organisation of your choice.
Summarise the consumer and business adoption levels in your country. What seem to be the main barriers to adoption?
Summarise the impact of the introduction of digital business on different aspects of an organisation.
What is the relevance of intermediary or influencer sites to a B2C company?
Suggest how an organisation can evaluate the impact of digital technology on its business. Is it a passing fad or does it have a significant impact?
Explain the concepts of social media and social commerce and how they can assist organisations in reaching their objectives.
Evaluate how social media marketing techniques can be applied within an organisation and with its stakeholders.
The digital presence of a company has similar aims regardless of the sector in which the company operates.
Explain the relationship between the concepts of ecommerce and digital business.
Distinguish between buy-side and sell-side e-commerce and give an example of the application of each.
Summarise three reasons why a company may wish to introduce e-commerce.
Outline the internal changes a company may need to make when introducing digital business.
Summarise the benefits of applying social media marketing approaches to an organisation.
Name three risks for a company that introduces buy-side ecommerce.
Name three risks for a company that introduces sell-side ecommerce.
What is the difference between a digital business and an ecommerce business?
Define the meaning and scope of digital business and the difference between digital business and e-commerce?
Summarise the main reasons for becoming a digital business and barriers that may restrict it?
Outline the ongoing business challenges of managing digital business in an organisation, particularly tech start-ups?
How do we explain the scope and implications of digital business to staff?
What is the full range of benefits of introducing digital business and what are the risks?
How do we evaluate our current digital capabilities?
Think about the innovation that you have witnessed during the time you have used a mobile device. What would you say are the main businesses that work in your country that have changed the way people spend their time or buy online?
We talk about these businesses being ‘successful’, but what is success for a start-up business? And when does a start-up stop being a start-up?
What do these services have in common that you think has made them successful?
As an investor in a digital business such as Uber, which financial and customer-related metrics would you use to assess and benchmark the current business success and future growth potential of the company?Uber customers hail an Uber taxi through an app, as opposed to either the traditional hailing
Complete a situation analysis for Uber focusing on an assessment of the main business risks that could damage the future growth potential of the Uber business.Uber customers hail an Uber taxi through an app, as opposed to either the traditional hailing of a cab on the street or by calling a local
For the main business risks to Uber identified in Question 2, suggest approaches the company could use to minimise these risks.Uber customers hail an Uber taxi through an app, as opposed to either the traditional hailing of a cab on the street or by calling a local taxi company to arrange a
Identify the most popular categories of apps from the top 10 or 20 most popular ones, including browser applications such as Google’s Chrome or Apple’s Safari.
Discuss the opportunities for companies to promote their brands or services using apps in comparison with mobile sites delivered through web browsers.
Is digital business any different to just ‘IT’?
Assess how the characteristics of digital, together with strategic decisions taken by its management team, have supported Amazon’s continued growth.
Describe three different revenue models for a portal such as Yahoo!
What is meant by buy-side, sell-side and marketplace-based ecommerce?
Describe two alternative approaches for using digital business to change a company’s value chain.
Outline the elements of the digital business environment for an organisation and explain its relevance to the organisation.
For an organisation you are familiar with, examine the alternative business and revenue models afforded by the Internet and assess the options for the type and location of e-commerce transitions.
Digital business involves re-evaluating value chain activities.What types of change can be introduced to the value chain through digital business?
Describe some alternative revenue models for the website of a magazine publisher.
Draw a diagram summarising the different types of online marketplace.
How Boden grew from an eight-product menswear catalogue to an international brand with over £300 million in sales?
Complete an online marketplace analysis to assess competitor, customer and intermediary use of digital technologies and media as part of strategy development
Identify the main business and marketplace models for digital communications and trading
Evaluate the effectiveness of business and revenue models for online businesses, particularly digital start-up businesses
What are the implications of changes in marketplace structures for how we trade with customers and other partners?
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