Strategies for Electronic Commerce and the Internet (MIT Press)
Contents:
Global E-Commerce Strategies for Small Businesses describes the export opportunities e-commerce holds for small-to-medium size enterprises SMEs all over the world. The book is organized in two parts. The first uses examples and case studies of small exporting companies from six countries to show how SMEs and new entrepreneurs are not only successful but also often responsible for job creation, innovation, and economic growth in their regions.
E-commerce is an idea whose time has come and gone. Here’s why.
It also examines common obstacles to exports such as local and international laws, cultural differences, trade barriers, taxation, and transport infrastructure. The second part covers the steps in setting up a global business: Written in a casual, accessible style, the book offers an overview of the tools and services available to help smaller companies flourish in the global marketplace. The Internet has played a major role in helping these companies develop an increasingly powerful international What Is a Small Company?
Genesis of the Small Company. Job Creation and Economic Development. International Bodies and Their Roles.
The Right Ingredients for Success Belgium. The Culture of Haggling Becomes a Business. Blending the Old and the New Ireland.
Online businesses that can exploit the benefits of convenience provide more satisfaction to consumers seeking to save time and effort in their purchases, or those who tend to purchase in reputed retailers and acquire recognized brands. Thus, it seems plausible to expect that firms will define online strategies to prevent prices from being pushed downwards and the market from heading toward perfect competition. Furthermore, this situation could be heightened as the sales attributable to e-commerce grow. This is because while e-commerce has a limited market, firms that adopt differentiation strategies in conventional environments would probably be more ready to sell their products on the Internet more cheaply, in the expectation that they will eventually be reaching a sufficiently attractive number of customers [50].
But as e-commerce expands, companies will probably opt for the same competitive strategy on the Internet as they adopt in conventional environments [50], [71]. Consequently, the third hypothesis is as follows: This is because in spite of advances in security mechanisms cryptography, authentication consumers may be reluctant to use the Internet to carry out secure transactions.
Negative perceptions about security may still represent an important brake on online purchases [8], [37], [42], [63]. It seems then that winning the consumer's confidence is an important objective for companies operating on the Internet, since e-commerce purchases not only involve the traditional risks of direct sales examination of goods before purchase, deferred delivery, returns, etc.
Whatever the market, collecting data about the e-commerce phenomenon is not without its difficulties.
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There are few measurements made, and the ones that are often focus more on access and connectivity than on the use that is made of the Internet in the commercial sphere and business [66]. This obliged us, as we describe below, to resort to various sources that employ different methodologies to obtain the data for the variables considered in our model. The survey is based on computer-aided telephone interviews Bellview-CATI system of a sample of the population selected at random from telephone lists. Of the 5, respondents in the latest survey, made purchases on the Internet.
From this group we obtained the data relating to purchase behavior. Second, to measure the size of the potential market represented by the Internet we used the number of Internet users in Spain in thousands of users , again with data from to The EGM is a representative survey of the Spanish population over 14 years of age enquiring about the general audience of the communications media. It is carried out three times a year, and the complete survey is based on approximately 43, personal interviews.
Third, to measure the technological factor diffusion of broadband and legal factor legal framework of consumer protection on the Internet of the competitive environment of e-commerce, we used a dichotomous variable that equals 0 for the period between and , and 1 from onwards. For this, we took data provided annually by the European Information Technology Observatory on the prices in euros of the best performing computer on the market at any given time in Europe.
To measure this we used the data elaborated for Spain by the services firm Netcraft. This firm carries out an automatic review of the secure servers on the Internet every month. Since the time-series data obtained from these sources differed in terms of periodicity, and the phenomenon of interest is very recent, which implies that the series with annual data are very short, we considered it necessary to carry out a process of interpolation.
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We used this process to convert the initial data into series of 85 periods, each of which referred to an approximation of the monthly observation of the variables from December to December By means of this numerical analysis we built and united pieces of third-order polynomials that link together with C1-continuity, such that the second derivative of each polynomial is zero at the ends. In this way we ensured that the curve approximation obtained passes through each of the initial points with which it was created.
Looking at the evolution in the volume of e-commerce in the market analyzed from to we should highlight the strong growth experienced in recent years.
As Figure 1 shows, from the year onwards there is a clear acceleration in the growth. From this particular year a number of important events occurred that may have had an effect on this, such as the development of broadband and with it the appearance of flat-rate charges for Internet access, and the preparation of the Law of Information Society Services and Electronic Commerce.
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However, the concave form that the curve takes on from the year onwards suggests a possible slowing of the growth. Unlike what happens with the e-commerce sales volume, the evolution of this variable does not appear to have undergone significant changes of trend. Analyzing the direct relation between the variables sales volume and number of users through the approximation of the average amount spent per user we see the phenomena mentioned more clearly.
The coefficient of correlation between the two variables is 0. Henee, if we want to explain the evolution of e-commerce through a simple linear regression, then the coefficient of determination equals 0. This implies that Therefore, additional factors must be considered to explain the evolution of e-commerce more precisely. This is the task of the next section.
As we have been able to confirm, the importance of the evolution of the Internet users in explaining the evolution of e-commerce is very high. In this respect, if we carry out a first study of the dependence of these two variables, taking into account the structural change mentioned above, we lay the foundations for building the explanatory model designed in the previous section. From a first analysis of the linear regression between the two variables see Table 2 , in which we introduce a dummy variable to measure the technological and legal changes occurring in , we find that practically Thus, we can also confirm the second hypothesis of the model H2.
As a whole, the development of the technological and legal framework positively influences the growth of e-commerce. From the results obtained we should mention that the explanation of the total variability of the dependent variable e-commerce sales volume improves with the incorporation of the new variables into the model.
Equally, the establishment of a legal framework on the question of privacy, although it cannot provide complete protection for consumers on the Internet, is shown to be necessary for the development of e-commerce. Back in , Accenture found that retailers invested only 2 percent of their revenue in technology while most other industries invested two to three times that much. Silva-Risso, How the Internet lowers prices: Wu, Consumer choice behavior in online and traditional supermarkets: Few innovations introduced in the field of commercial distribution in the past few decades have as many advantages for both consumers and firms in developed countries as e-commerce on the Internet, a commercial format enabling the purchase and sale of information, goods and services through that communications network. It also examines common obstacles to exports such as local and international laws, cultural differences, trade barriers, taxation, and transport infrastructure. Census Bureau, which tracks economic data, only 5.
Henee the R 2 goes from Likewise, we observe that the model is significant as a whole the F-value of the analysis of variance is high, with a p-value equal to zero , and the variables considered have coefficients significantly different from zero with p-values equal to zero. This means that their presence is statistically justified in the explanatory model.
The positive relation between the price of this product one of the most exchanged on the Internet and the sales turnover attributable to e-commerce appears to be indicating that demand on the Internet is inelastic, and that other marketing tools brand image, quality, customer service, etc. Its effect on the evolution of e-commerce has, moreover, a positive sign, since its growth positively affeets the volume of e-commerce.
This current work defines a theoretical model to explain the evolution in B2C e-commerce adoption and development, which considers different types of determinant of this phenomenon. According to the results obtained here for the Spanish case, this determinant has a decisive importance in the development of e-commerce, far exceeding that of the remaining determinants examined.
We appear to have reached a critical mass of users, making up a market with a sufficiently attractive size to firms, thereby ensuring their increasing interest in e-commerce. This would explain why, at the same time as the community of users has grown linearly, the sales volume generated by e-commerce has seen a clearly exponential growth after the number of users passed a particular threshold which in the market analyzed here would be at around 7 million users.
In the light of these results, we deduce that future increases in the size of the Internet user community could result in a proportionately higher growth in the sales volume attributable to e-commerce the elasticity of this variable in the analytical model is 1. However, we also find that the size of the potential market and its evolution are not the only type of factor influencing e-commerce adoption and development. Also relevant are other determinants concerning the companies' technological-legal environment, their commercial offer and the technological infrastructure they have available for Internet services.
Regarding the technological and legal environment, we might mention two elements that condition the evolution of e-commerce: Finding the balance of human intelligence and artificial intelligence How does the customer experience change when you're in a world of conversation? Trump's Deputy CTO on immigrant workers A View from the White House The Internet Killed Distance. Mobile Computing Brought It Back. No Problem for Amazon.
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Global E-Commerce Strategies for Small Businesses - Eduardo da Costa - Google Книги
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