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Preface xi Chapter I Moving Personal Tax Online: The Australian Taxation Office¿s E-Tax Initiative 1 Jeff Chamberlain, Deakin University, Australia Tanya Castleman, Deakin University, Australia The e-government initiative discussed in this case study (E-Tax) provided an additional service to individual Australian taxpayers by enabling them to file their tax returns online. The E-Tax case demonstrates how complex e-government projects can be and the need to take contextual factors into account in planning and evaluating e-government implementation. Chapter II ENI Company 18 Ook Lee, Hansung University, Seoul, Korea ENI Company is an electronic commerce firm in South Korea. ENI Company provides English news items and English lessons to the subscribers through daily e-mail service that includes free English news-related question and answer sessions via e-mail. This case study deals with the struggle of this firm to establish and sustain its business in a less-developed national information infrastructure. This case is a good example of how to conduct an e-commerce in a county where national IT infrastructure is not ready for it. Chapter III Hardwarezone: A Singaporean Success Story 31 Chee Chang Tan, Institute of Technical Education, Singapore Gek Woo Tan, National University of Singapore, Singapore Hardwarezone.com is rated the top IT media Web site in Singapore by Hitwise. It provides 100% proprietary and localized content on IT news, product releases, and numerous member-centric services, such as hardware pricelists and forums. This teaching case will chart the evolution of Hardwarezone¿s business model and strategies through its humble beginnings and the challenges to the company as a result of the dot-com crisis and thereafter. Chapter IV E*Trade Securities, Inc., Pioneer Online Trader, Struggles to Stay on Top 48 Adam T. Elegant, University of Colorado, Boulder, USA Ramiro Montealegre, University of Colorado, Boulder, USA E*Trade revolutionized the securities brokerage industry by ¿creating¿ Internet trading. E*Trade¿s original strategy was to deliver cost savings to customers while amortizing fixed costs over a greater number of accounts. E*Trade established a popular Web site offering the convenience and control of automated stock, options, and mutual fund order placement at low commission rates. This case presents E*Trade¿s successes and also fierce competition and emerging ethical and operational problems. Chapter V mVine Ltd: A Case Study of a New Digital Music Label from Conception to Launch 73 Joanna Berry, University of Newcastle upon Tyne, UK This case analyzes a new digital music label, mVine.com. It discusses the turbulent context within which the company was launched and the particular individual strengths of the founding directors. A full description of how mVine operated initially as a virtual organization provides a full understanding of the benefits and challenges that such a company faces and the opportunity to discuss the strategies that mVine employed to overcome this. Chapter VI DataNaut Incorporated: Growing Pains of a Small Company on the Verge of an Internet Revolution 94 Nancy C. Shaw, George Mason University, USA Joan O¿Reilly Fix, Citibank, N.A., USA The case describes a small locally run Washington, DC company facing several strategic decisions at the end of 1999; marketing its new high-tech products, securing sufficient venture capital financing, and creating a profit sharing plan for current and future employees. Chapter VII Building an Online Grocery Business: The Case of ASDA.com 107 Irene Yousept, University of Newcastle upon Tyne Business School, UK Feng Li, University of Newcastle upon Tyne Business School, UK This case uses ASDA.com, ASDA¿s home-shopping arm, to demonstrate the challenges in building and developing an online grocery business in the UK. Particularly, it delineates the operational aspects of B2C e-commerce in the grocery business: fulfillment center and fulfillment process. The case will also describe ASDA¿s efforts in overcoming problems with their home-shopping fulfillment model and present important elements of ASDA.com¿s virtual store and its operation. Chapter VIII Developing Inter-Organizational Trust in Business-to-Business E-Commerce Participation: Case Studies in the Automotive Industry 128 Pauline Ratnasingam, University of Vermont, USA The case study describes the process involved in EDI implementation in the Australian automotive industry. Buyer-supplier interactions during EDI implementation and its impact on technical, political, behavioral and trading partner trust aspects are discussed in this case study between Ford Australia (manufacturer) and Patents, Brakes and Replacements Limited (their first tier supplier). Chapter IX Office Depot¿s E-Commerce Evolution 142 In Lee, Western Illinois University, USA Office Depot first introduced B2B e-commerce for larger corporate customers and realized that OfficeMax had already launched B2C e-commerce for the general public. This case describes how Office Depot quickly launched B2C e-commerce, and investigates critical factors managers should take into consideration in adopting new e-commerce strategies and technologies that will leverage corporate resources. Chapter X Implementation Management of an E-Commerce-Enabled Enterprise Information System: A Case Study at Texas Instruments 155 R. P. Sundarraj, Clark University, USA Joseph Sarkis, Clark University, USA This case study presents an overview of the efforts of Texas Instrument¿s (TI¿s) internal and external ERP implementation, with a focus on linking its ERP system in a global e-commerce setting. This linkage is especially important since it had been stated in TI¿s strategic plan as an objective of this project to provide visibility of the ERP system to external constituents via Web linkages along with the objective of standardizing internal processes and important information technology systems to support market needs. Issues faced by TI are clearly outlined with future questions also posed in the final section. Chapter XI From Catalogs to the Web: The Evolution of Airgun Products, Inc. 169 Michael K. Shearn, Drake University, USA Chip E. Miller, Drake University, USA Troy J. Strader, Drake University, USA Airgun Products, Inc. (API) is a small firm that sells airguns and related products directly to consumers. Since the introduction of the online channel, they have struggled with how to best utilize their complementary channels and produce a profit. Their current challenges are to identify which of their customers prefer which channel (market segmentation), identify and take advantage of the relative advantages of their two channels (paper vs. online catalogs), and identify opportunities for enhancing the value provided by their Web site. Chapter XII Growth and Consolidation in the Spanish-Speaking E-Commerce Market 188 Roberto Vinaja, University of Texas-Pan American, USA This case aims to analyze, in some detail, the major challenges in the widespread adoption of electronic commerce in the Spanish-speaking population. The case also provides a general overview of related issues in global e-commerce, specifically: language, localization, currency, cultural difference, export controls, payment methods, taxation issues, consumer protection, and legal issues. The chapter illustrates that while Latin America initially attracted many investors by offering one of the world¿s fastest growing online populations, the market was not large enough to accommodate all the new entrants. Chapter XIII From Edison to MP3: A Struggle for the Future of the Music Recording Industry 203 Conrad Shayo, California State University, San Bernardino, USA Ruth Guthrie, California Polytechnic University, Pomona, USA This case discusses the challenges facing the music recording industry through the eyes of two of its most influential trade associations: the RIAA and the IFPI. First, readers of the case will learn about the history of the music recording industry and how new emerging technologies can impact individual organizations or entire industries and the music industry value chain and its various stakeholders. Second, they will learn about the strategic opportunities and business models being unleashed by the new emerging technologies, and the challenges facing music industry trade associations. Chapter XIV Student Advantage Captures the College Market Through an Integration of Their Off- and Online Businesses 226 Margaret T. O¿Hara, East Carolina University, USA Hugh J. Watson, University of Georgia, USA This case discusses how Student Advantage has successfully transformed itself from the brick and mortar company it began as in 1992 to become the leading online portal to the higher education community. Chapter XV Challenges in the Redesign of Content Management: A Case of FCP 243 Anne Honkaranta, University of Jyväskylä, Finland Airi Salminen, University of Jyväskylä, Finland Tuomo Peltola, SysOpen Plc., Finland The Finnish Centre for Pensions (FCP) is a government organization acting as the central body for private pension institutions in Finland. One of its central tasks is to produce and publish guideline documents for ensuring that the pension institutions carry out pension provisioning in a unified way. Due to problems in the maintenance of the documents and requests for faster information delivery by the Internet, FCP carried out a content management development initiative. The case follows the changes in components of the content management environment. The case highlights the challenges encountered and describes the tools utilized for redesign activities. Chapter XVI Implementing and Managing a Large-Scale E-Service: A Case on the Mandatory Provident Fund Scheme in Hong Kong 260 Theodore H. K. Clark, Hong Kong University of Science & Technology, Hong Kong Karl Reiner Lang, Hong Kong University of Science & Technology, Hong Kong Will W-K. Ma, Hong Kong University of Science & Technology, Hong Kong This case concerns a recently launched retirement protection scheme, the Mandatory Provident Fund, in Hong Kong. The service has been implemented in two versions, a bricks model and a clicks model. Chapter XVII World Trade Point Federation: Bringing E-Commerce Capabilities to Developing Nations 282 Nikhilesh Dholakia, University of Rhode Island, USA Nir Kshetri, The University of North Carolina, Greensboro, USA This case provides an overview of the roles of the Global Trade Point Network (GTPNet) in facilitating small- and medium-sized enterprises¿ (SMEs¿) adoption of the Internet and e-commerce technologies. The GTPNet puts potential and actual traders in the position of suppliers and users of strategic information. Using the services provided by a Trade Point, traders can identify markets for their products, complete export formalities and procedures, and meet other international trade related requirements on the spot. Chapter XVIII Assessing the Introduction of Electronic Banking in Egypt Using the Technology Acceptance Model 296 Sherif Kamel, The American University in Cairo, Egypt Ahmed Hassan, Maastricht School of Management, The Netherlands This case covers the introduction and diffusion of retail banking in Egypt and the development in electronic delivery channels and payment systems in its marketplace. The case represents a model for the application of advanced information and communication technology in the context of a developing nation. Chapter XIX Bringing E-Business to the World¿s Largest Flower Auction: The Case of Aalsmeer 321 Tim van Dantzig, Aalsmeer Flower Auction, The Netherlands Albert Boonstra, University of Groningen, The Netherlands This case history takes place at the biggest flower auction of the world, the Aalsmeer Flower Auction. Directors of the Aalsmeer Flower Auction felt that the Internet might play an important role in the future of their business. The case study describes the different e-business initiatives taken and the responses from suppliers, customers, managers and other stakeholders on each of these initiatives. Readers will be challenged to analyze this material and offer advice to the management of the auction about future directions with respect to e-business. Chapter XX The Impact of E-Commerce Technology on the Air Travel Industry 341 Susan Gasson, Drexel University, USA This case study examines the impact of online reservation systems and e-commerce on the travel industry. Initial discussion concerns the impact of the American Airlines SABRE system. The wider impact of remote-access, computerized reservation systems, or Global Distribution Systems, and e-commerce access to online reservations in the travel industry is analyzed. The case study concludes with a comparison of the impact of information technologies between the U.S. and European travel industries. Chapter XXI Management & Delivery of Digital Print via the Web: A Case Study of Gaia Fulfilment 357 Savvas Papagiannidis, University of Newcastle upon Tyne Business School, UK Feng Li, University of Newcastle upon Tyne Business School, UK In this article, we use the experience of Gaia Fulfilment to demonstrate the challenges of developing and deploying collateral fulfillment, i.e., short-run print on demand via the Web. By discussing the technological innovations that Gaia achieved we will outline their product development steps and the solutions the technology enabled. We also show the benefits of collateral fulfillment by presenting two examples of customers that use Gaia¿s technology. Chapter XXII Web-Enabling for Competitive Advantage: A Case Study of Himalayan Adventures 375 Luvai Motiwalla, University of Massachusetts, Lowell, USA Azim Hashimi, University of Massachusetts, Lowell, USA This case¿s emphasis is on the reduction of the logistical aspects of adventure travel and increase in the customer base by using the Web-enabling information technology resources. A global travel company, Himalayan Adventures (HA), based in Pakistan wants to build a one-stop electronic commerce store for its customers. About the Editor 391 Index 392
Library of Congress Subject Headings for this publication:
Electronic commerce -- Case studies.