6.1 Introduction


Intelligence Resource (IR)

Praktisk Intelligence (I)/Business Intelligence (BI)/

OmverdensOvervåking (OO)




Intelligence/Business Intelligence/ OmverdensOvervåking 


Internet Marketing Intelligence

Internett Marketing  

Web utviklingsprossen 

CD/Video utviklingsprossen 

Tips& Triks 



Kunnskapskilden –  E-Business





E-Business – Nøkkelområder

E-Business – Sjekkliste Strategi

E-Business – Sjekkliste for IT Infrastrukturen

E-Business – Sjekkliste Innhold

E-Business – Sjekkliste for E-Handelssystemet

E-Business – Sjekkliste Marketing

E-Business – Sjekkliste Kundeservicesystemet

E-Business – Online Community

The E-Business, the E-Customer, their Relationship and Interactivity



KunnskapskildenE-Business –
E-Business, E-Customer, Relationship and Interactivity


The E-Business, the E-Customer,
their Relationship and Interactivity 

Jan Vig 

Dissertation  av Jan Vig om E.Business, E-Customer, Relationship and Interactivity  (286 sider) i forbindelse med Masterstudie i Information Technology and Communication Juni 2000.


The E-Retailer Business, the E-Customer,
their Relationship and Interactivity

Table of Contents

Chapter One Introduction to the study

Chapter Two Business in Cyberspace

Chapter Three E- Retailer Commerce

Chapter Four E-Customer, Relationship and Interactivity

Chapter Five A Successful Case study – Amazon.com

Chapter Six The Future, Critical Success Factors, E-Business Strategy, Results and Conclusion



Chapter 6

The Future, Critical Sucess Faktors, E-Business Strategy, Results and Conclusion 


Chapter Six The Future, Critical Success Factors, E-Business Strategy, Results and Conclusion

6.1 Introduction 185
6.2 Future trends 188
6.3 The critical success factors for E-Business 194
6.4 Developing effective E-Business Strategy 203
6.5 Lessons learned 210
6.5.1 Understanding E-Business 210
6.5.2 Change 210
6.5.3 A ‘complete’ development process 211
6.5.4 Customer satisfaction 211
6.6 Recommendation 212
6.7 Conclusion





The world seems to have jumped into the Business-to-Consumer E-Commerce model as quick as possible. Companies know they need to be there, but where do they start? With the ever-growing competition, technical solutions and marketing considerations, it is critical to analyse a few key issues before they start as E-Retailer.
As companies incorporate Internet technology into their core business processes, they start to achieve real business value. Today, companies large and small are using the web to communicate with their partners, to connect with their back-end data-systems, and to transact commerce. This is E-Business where the strength and reliability of traditional information technology meet the Internet.


An E-Business is a company that can adapt to constant and continual change. To manage transitions smoothly, companies have to remember two important ideas:



  • Start simple, but plan to grow fast.
  • Build on what a company has.


Companies have to make sure they understand that this is first of all about customer satisfaction, business as usual and not technology.


According to IBM (n.d.) there are four important areas or stages in this process. They think of these four stages collectively as the E-Business cycle.

They are:

  • Transforming core business processes.
  • Building flexible, expandable E-Business applications.
  • Running a scalable, available, safe environment.
  • Leveraging knowledge and information a company gained through E-Business systems.



Successful E-Businesses starts at different points. But they must first identify which of the core business processes are most suitable for conversion to E-Business.


Technology and the Internet are slowly changing the face of today’s consumer….
As stated in the Aspen Institute’s Fourth Annual Roundtable on Information Technology in 1995,
the change in which consumer empowerment is increasing will shift bargaining power
in the marketplace from the «supply side» toward the «consumer side.

However, a downstream power shift from producer to consumer can not be done
without the aid of very advanced information search engines that look for desired information
in every corner of every server on the Internet.
The more information consumers can obtain, the more optimized their purchasing decisions will become. (KPMG, n.d.)


The E-retailers strategic focus should therefore be on specific customer values, obtained through analysis of the customer’s habits, buying decisions and feedback. The focus should not be on the specific numbers of customers on the Internet.



The feedback and recommendation should the E-Retailer get through e-mail, newsgroups and surveys

  • The E-Retailer should be first and being unique by developing its own niche, regardless of the competition
  • The E-Retailer should establish a reputation for good customer service and great customer experience
  • The E-Retailer should pay attention to the market and learn to adapt appropriately.


To succeed in the digital world is not an easy task, but challenges and rewarding if it is done in the right way. But which way is the right one? At least some lessons could be learned from both successful sites as unsuccessful sites. In Chapter five some of the secrets of Amazon.com was revealed. This chapter present future trends, successful strategies and critical success factors for the E-retailer to succeed in the E-customer -led new word. Further lessons learned together with some suggestion and recommendations and conclusions.


The purpose of the investigation was to identify what is working and what is not working, identify the key success factors for the E-Retailer in a customer-led world within the field of:

  • Web design
  • E-Business project development process
  • One to one marketing / CRM
  • Communication and Interactivity
  • Market Intelligence
  • E-Business Strategy
  • Customer Satisfaction/Customer care



All these are parts of the E-Business process and the E-Retailers will not succeed without trying at best they can to combine the different parts to get the whole picture.
The Dissertation presents in this chapter a process, which is trying to take care of all of these elements in a combination. This process could be used by the E-Retailers to reflect what is necessary to go through to be successful in the digital world of today and tomorrow.

The major issues to be addressed in the investigation were to:

  • Identify and describe what is necessary to create great customer satisfaction.
  • Describe an efficient, continuing and complete E-Business development process.
  • Identify and determine what is necessary in design and usability to succeed.
  • Determine what is necessary for the E-Retailer to know about what E-Business is.



Download Dissertation


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