Introduction to Electronic Commerce 3/e

Transcription

1 Introduction to Electronic Commerce 3/e Efraim Turban University of Hawaii David King JDA Software Group, Inc. Judy Lang Lang Associates with contributions from Linda Lai Macau Polytechnic University, China Carol Pollard Appalachian State University Deborrah C. Turban University of Santo Tomas, Philippines Linda Volonino Canisius College Ivan C. Seballos II La Salle Lipa, Philippines Boston Columbus Indianapolis New York San Francisco Upper Saddle River Amsterdam Cape Town Dubai London Madrid Milan Munich Paris Montreal Toronto Delhi Mexico City Sao Paulo Sydney Hong Kong Seoul Singapore Taipei Tokyo

2 Contents PREFACE 35 1 Introduction to E-Commerce and E-Marketplares 45 CHAPTER 1 OVERVIEW OF ELECTRONIC COMMERCE 45 Zappos Wows Their Customers ELECTRONIC COMMERCE: DEFINITIONS AND CONCEPTS 48 Defining Electronic Commerce 48 Defining E-Business 48 Major EC Concepts 49 Electronic Markets and Networks THE ELECTRONIC COMMERCE FIELD: CLASSIFICATION, Case 1.1 CONTENT, AND HISTORY 50 An EC Framework 51 Classification of EC by the Nature of the Transactions and the Relationships Among Participants 52 EC Application: Want to Buy Chocolate Online? Try Godiva.com 54 A Brief History of EC 55 The Future of EC E-COMMERCE 2.0: FROM WEB 2.0 TO ENTERPRISE Case 1.2 SOCIAL NETWORKING AND VIRTUAL WORLDS 57 Social Computing 57 Web Social Networks and Social Network Services 58 Business-Oriented Social Networks 60 Enterprise Social Networks 60 EC A p p l i c a t i o n: MySpace: A World's Popular Social Networking Web Site 61 Virtual Worlds and Second Life 62 The Major Tools of Web THE DIGITAL WORLD: ECONOMY, ENTERPRISES, AND SOCIETY 64 The Digital Economy 64 The Digital Enterprise 66 The Digital Society ELECTRONIC COMMERCE DRIVERS AND THE CHANGING BUSINESS ENVIRONMENT 69 The Drivers of EC and Its Growth 69 Performance, Business Pressures, and Organizational Responses 71

3 10 Contents 1.6 ELECTRONIC COMMERCE BUSINESS MODELS 73 The Structure and Properties of Business Models 74 Typical EC Business Models BENEFITS, LIMITATIONS, AND IMPACTS OF ELECTRONIC COMMERCE 77 The Benefits and Impacts of EC 78 The Limitations and Barriers of EC 79 Why Study E-Commerce? OVERVIEW OF THIS BOOK 80 Case 1.3 EC Application: How College Students Become Entrepreneurs 81 Part 1: Introduction to E-Commerce and E-Marketplaces 82 Part 2: Internet Consumer Retailing 82 Part 3: Business-to-Business E-Commerce 82 Part 4: Other EC Models and Applications 83 Part 5: EC Support Services 83 Part 6: EC Strategy and Implementation 83 Online Part 7: Application and Site Development 83 Online Tutorial 83 Online Appendices ' 83 Online Supplements 83 MANAGERIAL ISSUES 83 SUMMARY 84 KEY TERMS 85 QUESTIONS FOR DISCUSSION BY INDIVIDUAL STUDENTS 85 TOPICS FOR CLASS DISCUSSION 86 INTERNET EXERCISES 86 TEAM ASSIGNMENTS AND PROJECTS 87 Closing tase: Beijing 2008: A Digital Olympics 88 pearsonhighered.com/turban 90 CHAPTER 2 E-MARKETPLACES: MECHANISMS, TOOLS, AND IMPACTS OF E-COMMERCE 91 Web 2.0 Tools at Eastern Mountain Sports ELECTRONIC COMMERCE MECHANISMS: AN OVERVIEW EC Activities and Mechanisms 94 Sellers, Buyers, and Transactions E-MARKETPLACES 96 Electronic Markets 96 E-Marketplace Components and Participants 98 Disintermediation and Reintermediation 99 Types of E-Marketplaces 100

4 Contents CUSTOMER INTERACTION MECHANISMS: STOREFRONTS, MALLS, AND PORTALS 100 Electronic Storefronts 101 Electronic Malls and Large Retailers 101 Types of Stores and Malls 102 Web (Information) Portals 102 The Roles and Value of Intermediaries in E-Marketplaces 104 Case 2.1 EC Application: WebMD ELECTRONIC CATALOGS, SEARCH ENGINES, AND SHOPPING CARTS 106 Electronic Catalogs 106 EC Search Activities, Types, and Engines 107 Shopping Carts AUCTIONS, BARTERING, AND NEGOTIATING ONLINE 109 Definition and Characteristics 109 Traditional Auctions Versus E-Auctions 110 Innovative Auctions 111 Dynamic Pricing and Types of Auctions 111 Benefits, Limitations, and Impacts of E-Auctions 113 Online Bartering 114 Online Negotiating WEB 2.0 TOOLS AND SERVICES: FROM BLOGS TO WIKIS TO TWITTER 115 Blogging (Weblogging) 116 Mechanism Aids for Web 2.0 Tools: Tags, Folksonpmy, and Social Bookmarks 118 Wikis 119 Social Network Services 119 Case 2.2 EC Application: Craigslist: The Ultimate Online Classified Site VIRTUAL WORLDS AS AN ELECTRONIC COMMERCE MECHANISM 121 Avatars 121 Business Activities and Value in Virtual Worlds 121 MANAGERIAL ISSUES 123 SUMMARY 123 KEY TERMS 124 QUESTIONS FOR DISCUSSION BY INDIVIDUAL STUDENTS 124 TOPICS FOR CLASS DISCUSSION 125 INTERNET EXERCISES 125 TEAM ASSIGNMENTS AND PROJECTS 126 Closing Case: Second Life 127 pearsonhighered.com/turban 128

5 12 Contents "" 2 Internet Consumer Retailing 12SL CHAPTER 3 RETAILING IN ELECTRONIC COMMERCE: PRODUCTS AND SERVICES 129 Amazon.Com: E-Tailing Grows Despite the Slumping Economy INTERNET MARKETING AND ELECTRONIC RETAILING 132 Overview of Electronic Retailing 132 J-- Size and Growth of the B2C Market 133 What Sells Well on the Internet 133 Considered Commerce 135 Characteristics and Advantages of Successful E-Tailing E-TAILING BUSINESS MODELS 137 Classification of Models by Distribution Channel 137 Insights and Additions 3.1: Selling Cars Online: Build-to-Order Other B2C Models and Special Retailing 141 B2C in Social Networks TRAVEL AND TOURISM (HOSPITALITY) SERVICES ONLINE 143 Services Provided 143 Special Services Online 143 Benefits and Limitations of Online Travel Services 144 Case 3.1 EC Application: WAYN: A Social Network for Travelers 145 Corporate Travel EMPLOYMENT PLACEMENT AND THE JOB MARKET ONLINE 146 The Internet Job Market 146 Insights and Additions 3.2: Social Networking Sites for Business Professionals.. Benefits and Limitations of the Electronic Job Market REAL ESTATE, INSURANCE, AND STOCK TRADING ONLINE 150 Real Estate Online 150 Insurance Online 151 Online Stock Trading BANKING AND PERSONAL FINANCE ONLINE 153 Home Banking Capabilities 154 t Virtual Banks 154 International and Multiple-Currency Banking 155 Online Financial Transaction Implementation Issues N 156

6 Contents 13 Case 3.2 EC Application: Security for Online Bank Transactions 156 Online Billing and Bill Paying ON-DEMAND DELIVERY OF PRODUCTS, DIGITAL ITEMS, ENTERTAINMENT, AND GAMING 158 On-Demand Delivery of Products 158 Online Delivery of Digital Products, Entertainment, and Media 159 Online Entertainment ONLINE PURCHASE-DECISION AIDS 161 Shopping Portals 162 Shopbots Software Agents 162 Business Ratings Sites 163 Trust Verification Sites 163 Other Shopping Tools ISSUES IN E-TAILING AND LESSONS LEARNED 164 Disintermediation and Reintermediation 164 Channel Conflict 165 Determining the Right Price 166 Product and Service Customization and Personalization 166 Fraud and Other Illegal Activities 166 Lessons Learned from Failures and Lack of Success. 166 MANAGERIAL ISSUES 167 SUMMARY 168 KEY TERMS 169 QUESTIONS FOR DISCUSSION BY INDIVIDUAL STUDENTS 169 TOPICS FOR CLASS DISCUSSION 170 INTERNET EXERCISES 170 TEAM ASSIGNMENTS AND PROJECTS 171 Closing Case: Walmart Powers Online 171 pearsonhighered.com/turban 173 CHAPTER 4 ONLINE CONSUMER BEHAVIOR, MARKET RESEARCH, AND ADVERTISEMENT 174 Netflix Increases Sales Using DVD Recommendations and Advertisements LEARNING ABOUT CONSUMER PURCHASING ONLINE 176 A Generic Purchasing-Decision Model 176 Customer Decision Support in Web Purchasing 177 Players in the Consumer Decision Process 177 One-to-One Marketing 178

7 Contents 4.2 PERSONALIZATION, LOYALTY, SATISFACTION, AND TRUST IN EC Personalization and Behavioral Targeting in E-Commerce Insights and Additions 4.1: Cookies in E-Commerce Customer Loyalty Satisfaction in EC Trust in EC 4.3 MARKET RESEARCH FOR EC Methods for Conducting Market Research Online Case 4.1 EC Application: Internet Market Research Expedites Time-to-Market at Procter & Gamble What are Marketers Looking for in EC Market Research? Market Segmentation Research Market Research for One-to-One Limitations of Online Market Research and How to Overcome Them Biometric Marketing 4.4 WEB ADVERTISING Overview of Web Advertising Some Basic Internet Advertising Terminology Why Internet Advertising? 4.5 ONLINE ADVERTISING METHODS Banners Pop-Up and Similar Ads Advertising Classified Ads Search Engine Advertisement Viral Marketing and Advertising Insights and Additions 4.2: Google's Major Advertisement Methods 4.6 ADVERTISING IN SOCIAL NETWORKS AND THE WEB 2.0 ENVIRONMENT Social Network Advertising Advertising in Chat Rooms and Forums Video Ads on the Web and in Social Networking Viral Marketing in Social Networks 4.7 ADVERTISING STRATEGIES AND SPECIAL ADVERTISING TOPICS Affiliate Marketing and Advertising Ads as a Commodity (Paying People to Watch Ads) Selling Space by Pixels Personalized Ads and Other Personalization Online Events, Promotions, and Attractions

8 Contents SPECIAL ADVERTISING TOPICS 203 Permission Advertising 203 Advertisement as a Revenue Model 203 Measuring Online Advertising's Effectiveness 204 Mobile Marketing and Advertising 204 Ad Content 205 Software Agents in Marketing and Advertising Applications 205 Localization 206 MANAGERIAL ISSUES 206 SUMMARY 207 KEY TERMS 208 QUESTIONS FOR DISCUSSION BY INDIVIDUAL STUDENTS 208 TOPICS FOR CLASS DISCUSSION 209 INTERNET EXERCISES 209 TEAM ASSIGNMENTS AND PROJECTS 210 Closing Case: Toyota Scion Goes Social for Advertising and Market Research 210 pearsonhighered.com/turban 212 I Bnsiness-to-Business E-Commerce 13_ CHAPTER 5 B2B E-COMMERCE 213 Auction for Supplies Helps Portsmouth Hospitals CONCEPTS, CHARACTERISTICS, AND MODELS OF B2B E-COMMERCE 215 Basic B2B Concepts 215 Market Size and Content of B2B 215 The Basic Types of B2B Transactions and Activities 216 The Basic Types of B2B E-Marketplaces and Services 217 B2B Characteristics 217 Supply Chain Relationships in B2B 218 Service Industries Online in B2B 218 The Benefits and Limitations of B2B 219 The Content of the B2B Field ONE-TO-MANY: SELL-SIDE E-MARKETPLACES 221 Sell-Side Models 221 Selling from Catalogs 221 Example: Cisco Systems 222 Case 5.1 EC Application: Brady Corporation Reorganizes Its E-Catalog Production 223

9 16 Contents V. 5.3 SELLING VIA DISTRIBUTORS AND OTHER Case 5.2 INTERMEDIARIES 224 EC Application: W.W. Grainger and Goodrich Corporation SELLING VIA E-AUCTIONS 225 Using Auctions on the Sell Side 225 Auctioning from the Company's Own Site 225 Auction Rules 226 Using Intermediaries in Auctions 226 Examples of B2B Forward Auctions ONE-FROM-MANY: BUY-SIDE E-MARKETPLACES AND E-PROCUREMENT 227 Procurement Methods 228 Inefficiencies in Traditional Procurement Management 229 The Goals and Benefits of E-Procurement BUY-SIDE E-MARKETPLACES: REVERSE AUCTIONS 231 Conducting Reverse Auctions 232 Group Reverse Auctions 233, * " < 5.7 OTHER E-PROCUREMENT METHODS 233 An Internal Purchasing Marketplace: Aggregating' Suppliers' Catalogs and Desktop Purchasing 233 Buying at Sellers' E-Auctions 234 Group Purchasing 234 Buying at Sellers' Sites and Collaborative Commerce 236 Acquisition Via Electronic Bartering B2B ELECTRONIC EXCHANGES: DEFINITIONS AND CONCEPTS 236 Case 5.3 EC Application: Agentrics: A Giant Retail Exchange 237 Functions of Exchanges 238 Dynamic Pricing in B2B Exchanges 239 Advantages, Limitations, and the Revenue Model of Exchanges B2B PORTALS, DIRECTORIES, AND OWNERSHIP OF B2B MARKETPLACES 241 B2B Portals 241 Case 5.4 EC Application: Alibaba.com 242 Ownership of B2B Marketplaces 244 Comparing the Many-to-Many B2B Models B2B IN THE WEB 2.0 ENVIRONMENT AND SOCIAL NETWORKING 245 The Opportunities 245 The Use of Web 2.0 Tools in B2B 246 Social Networks in the B2B Marketplace 246 Examples of Other Activities of B2B Social Networks 247 The Future of B2B Social Networking 247

10 Contents INTERNET MARKETING IN B2B EC 247 Organizational Buyer Behavior 248 The Marketing and Advertising Processes in B2B 248 Methods for B2B Online Marketing 248 Affiliate Programs, Infomediaries, and Data Mining 249 MANAGERIAL ISSUES 250 SUMMARY 250 KEY TERMS.. ^ 252 QUESTIONS FOR DISCUSSION BY INDIVIDUAL STUDENTS 252 TOPICS FOR CLASS DISCUSSION 252 INTERNET EXERCISES 252 TEAM ASSIGNMENTS AND PROJECTS 253 Closing Case: imarketkorea 254 pearsonhighered.com/turban 256 CHAPTER 6 INNOVATIVE EC SYSTEMS: FROM E-GOVERNMENT AND E-LEARNING TO C2C E-COMMERCE AND COLLABORATIVE COMMERCE 257 Caterpillar Champions E-Learning E-GOVERNMENT: AN OVERVIEW 259 Definition and Scope 259 Govern ment-to-citizens 260 Govemment-to,-Business 263 Government-to-Government 264 Government-to-Employees and Internal Efficiency and Effectiveness 264 Implementing E-Govemment 265 The Transformation to E-Government 265 E-Government 2.0 and Social Networking 265 M-Govemment E-LEARNING 267 The Basics of E-Learning: Definitions and Concepts 267 Benefits and Drawbacks of E-Learning 269 Distance Learning and Online Universities 271 Online Corporate Training 272 Implementing E-Learning and E-Training 273 Social Networks and E-Learning 273 Learning in Virtual Worlds and Second Life 273 Visual Interactive Simulation 274 E-Learning Tools and Management 274 Electronic Books 276

11 V 18 Contents 6.3 KNOWLEDGE MANAGEMENT, LEARNING, Case 6.1 AND ELECTRONIC COMMERCE 278 An Overview of Knowledge Management 278 KM Types and Activities 279 EC Application: Knowledge Management at Infosys Technologies 280 How Is Knowledge Management Related to E-Commerce? 281 Online Advice and Consulting 282 ~ Employee Knowledge Networks Case 6.2 and Expert Location Systems 283 EC Application: How the U.S. Department of Commerce Uses an Expert Location System CONSUMER-TO-CONSUMER ELECTRONIC COMMERCE 286 E-Commerce: C2C Applications COLLABORATIVE COMMERCE 288 Essentials of Collaborative Commerce 288 Collaboration Hubs 288 Implementing C-Commerce 290 Barriers to C-Commerce 290 MANAGERIAL ISSUES 291 SUMMARY 291 KEY TERMS 292 QUESTIONS FOR DISCUSSION BY INDIVIDUAL STUDENTS 293 TOPICS FOR CLASS DISCUSSION 293 INTERNET EXERCISES 293 TEAM ASSIGNMENTS AND PROJECTS 294 Closing Case: Social Networking Initiatives by the New Zealand Government 294 pearsonhighered.com/turban 296 Other Ff Mnriek anrl Applications 2Q7 7 THE WEB 2.0 ENVIRONMENT AND SOCIAL NETWORKS 297 Wikipedia and Its Problems of Content, Quality, and Privacy Protection THE WEB 2.0 REVOLUTION, SOCIAL MEDIA, AND INDUSTRY DISRUPTORS 299 What Is Web 2.0? 299 Representative Characteristics of Web Web 2.0 Companies and New Business Models 300 Social Media 301 Industry and Market Disruptors 302

12 Contents VIRTUAL COMMUNITIES 302 Characteristics of Traditional Online Communities and Their Classification ONLINE SOCIAL NETWORKING: BASICS AND EXAMPLES 305 A Definition and Basic Information 305 Representative Social Networks Sites and Services 307 Mobile Social Networking MAJOR^OCIAL NETWORK COMPANIES: FROM FACEBOOK TO FLICKR 309 Facebook: The Network Effect 309 Bebo 310 Twitter Is Also for Businesses 311 Flickr Ticks Off Some of Its Users BUSINESS AND ENTERPRISE SOCIAL NETWORKS 313 Definitions, Concepts, Types, and Examples 313 Business Social Networking: Concepts and Benefits 313 Business-Oriented Social Networking 314 Enterprise Social Networks 314 Other Social Networking Structures COMMERCIAL ASPECTS OF WEB 2.0 AND SOCIAL NETWORKING APPLICATIONS 317 Why Is There an Interest? 317 Advertising Using Social Networks, Blogs, and Wikis 318 Shopping in Social Networks 320 Feedback From Customers: Conversational Marketing 320 Commercial Activities in Business and Enterprise Social Networks 321 Revenue-Generation Strategies in Social Networks 323 Risks and Limitations When Interfacing with Social Networks 324 Case 7.1 EC Application: Revenue Sources at YouTube Justifying Social Media and Networking ENTERTAINMENT WEB 2.0 STYLE: FROM SOCIAL NETWORKS TO MARKETPLACES 326 Entertainment and Social Networks 326 Mobile Web 2.0 Devices for Entertainment and Work THE FUTURE: WEB 3.0 AND WEB Web 3.0: What's Next? 329 MANAGERIAL ISSUES 331 SUMMARY 332 KEY TERMS 332 QUESTIONS FOR DISCUSSION BY INDIVIDUAL STUDENTS 333 TOPICS FOR CLASS DISCUSSION 333 INTERNET EXERCISES 333 TEAM ASSIGNMENTS AND PROJECTS 334

13 20 ' Contents Closing Case: Linkedin: The Business-Oriented Social Network 335 pearsonhighered.com/turban 336 CHAPTER 8 MOBILE COMPUTING AND COMMERCE 337 The Blooming of Food Lion MOBILE COMMERCE: ATTRIBUTES, BENEFITS, -" AND DRIVERS 339 Attributes of M-Commerce 340 Drivers of M-Commerce COMPONENTS, TECHNICAL INFRASTRUCTURE, AND SERVICES OF MOBILE COMPUTING 342 Mobile Devices 342 Mobile Computing Software and Services 343 Wireless Telecommunications Networks MOBILE FINANCIAL APPLICATIONS 348 Mobile Banking 348 Mobile Payments 349 Case 8.1 EC Application: Closing the Digital Divide with Mobile Microfinance MOBILE MARKETING AND ADVERTISING 351 Mobile Marketing Campaigns 351 Mobile Marketing Guidelines MOBILE WORKFORCE SOLUTIONS 353 Needs of the Mobile Workforce 353 8/6 MOBILE ENTERTAINMENT 356 Growth of the Mobile Entertainment Market 356 Mobile Music and Video 356 Mobile Games 357 Mobile Gambling LOCATION-BASED MOBILE COMMERCE 359 L-Commerce Infrastructure 360 Location-Based Services and Applications 362 Barriers to Location-Based M-Commerce SECURITY AND OTHER IMPLEMENTATION ISSUES IN MOBILE COMMERCE 363 M-Commerce Security Issues 364 Technological Barriers to M-Commerce 364 Ethical, Legal, and Health Issues in M-Commerce 365 MANAGERIAL ISSUES 366 SUMMARY 367 KEY TERMS, 368 QUESTIONS FOR DISCUSSION BY INDIVIDUAL STUDENTS 369 TOPICS FOR CLASS DISCUSSION 369

14 Contents 21 INTERNET EXERCISES 369 TEAM ASSIGNMENTS AND PROJECTS 370 Closing Case: Walmart Turns to Mobile for Weather Alerts 370 \ pearsonhighered.com/turban EC Support Sen/ires 373 CHAPTER 9 E-COMMERCE SECURITY AND FRAUD PROTECTION 373 How Seattle's Hospital Survived a Bot Attack THE INFORMATION SECURITY PROBLEM 375 What Is EC Security? 375 The Drivers of EC Security Problems 378 Why Is E-Commerce Security Strategy Needed? BASIC E-COMMERCE SECURITY ISSUES AND LANDSCAPE 380 The Security Basic Terminology 381 The EC Security Battleground 381 Security Scenarios and Requirements in E-Commerce 383 The Defense: Defenders and Their Strategy TECHNICAL ATTACK METHODS 386 Technical and Nontechnical Attacks: An Overview 386 Malicious Code: Viruses, Worms, and Trojan Horses PHISHING, FINANCIAL FRAUD, AND SPAM 389 Phishing 390 Fraud on the Internet 391 Spam and Spyware Attacks 393 Case 9.1 EC Application: Internet Stock Fraud Aided by Spam 394 Social Networking Makes Social Engineering Easy THE INFORMATION ASSURANCE MODEL AND DEFENSE STRATEGY 396 Confidentiality, Integrity, and Availability 397 Authentication, Authorization, and Nonrepudiation 397 E-Commerce Security Strategy THE DEFENSE I: ACCESS CONTROL, ENCRYPTION, AND PKI 399 Access Control 399 Encryption and the One-Key (Symmetric) System 401 Public Key Infrastructure (PKI) THE DEFENSE I I: SECURING E-COMMERCE NETWORKS Firewalls 405

15 22 Contents Virtual Private Networks (VPNs) 406 Intrusion Detection Systems (IDSs) 407 Honeynets and Honeypots THE DEFENSE III: GENERAL CONTROLS AND OTHER DEFENSE MECHANISMS 408 General Controls 408 Application Controls 409 Internal Control and Compliance Management 410 Protecting Against Spam 411 Protecting Against Pop-Up Ads 411 Protection Against Phishing 412 Protecting Against Spyware BUSINESS CONTINUITY, SECURITY AUDITING, AND RISK MANAGEMENT 412 Business Continuity and Disaster Recovery Planning 413 Case 9.2 EC Application: Business Continuity and Disaster Recovery 414 Risk-Management and Cost-Benefit Analysis IMPLEMENTING ENTERPRISE-WIDE E-COMMERCE SECURITY 416 Senior Management Commitment and Support 416 EC Security Policies and Training 416 EC Security Procedures and Enforcement 417 Industry Standards for Credit Card Protection (PCI DSS) 417 Why Is It Difficult to Stop Internet Crime? 417 MANAGERIAL ISSUES 419 SUMMARY 420 KEY TERMS 422 QUESTIONS FOR DISCUSSION BY INDIVIDUAL STUDENTS 423 TOPICS FOR CLASS DISCUSSION 423 INTERNET EXERCISES 423 TEAM ASSIGNMENTS AND PROJECTS 424 Closing Case: UBS PaineWebber's Business Operations Debilitated by Malicious Code 424 pearsonhighered.com/turban 426 CHAPTER 10 ELECTRONIC COMMERCE PAYMENT SYSTEMS 427 Pay-Per-View Pages: The Next itunes THE PAYMENT REVOLUTION USING PAYMENT CARDS ONLINE 431 Processing Cards Online 432 Fraudulent Card Transactions 432

16 Contents SMART CARDS 435 Types of Smart Cards 436 Applications of Smart Cards 437 Case 10.1 EC Application: TaiwanMoney Card STORED-VALUE CARDS E-MICROPAYMENTS E-CHECKING 443 Case 10.2 EC.Application: To POP or BOC: Digital Checks in the Offline World 444 MANAGERIAL ISSUES 447 SUMMARY 448 KEY TERMS 449 QUESTIONS FOR DISCUSSION BY INDIVIDUAL STUDENTS 449 TOPICS FOR CLASS DISCUSSION 449 INTERNET EXERCISES 449 TEAM ASSIGNMENTS AND PROJECTS 450 Closing Case: Freemiums in the Social Gaming World 450 pearsonhighered.com/turban Strategy and Implementation 4-53 CHAPTER 11 EC STRATEGY ANDIMPLEMENTATION: JUSTIFICATION, GLOBALIZATION, SMES, AND REGULATORY AND ETHICAL ISSUES 453 Travelocity's Successful E-Strategy STRATEGY, PLANNING, AND IMPLEMENTATION OF ELECTRONIC COMMERCE 455 Strategy and the Web Environment 455 The Strategic Planning Process 457 Case 11.1 EC Application: Strategic Planning at InternetNZ 460 Business Planning in E-Commerce 461 Business Case 462 E-Commerce Strategy: Concepts and Overview JUSTIFICATION AND COST-BENEFIT ANALYSIS 464 Other Reasons Why EC Justification Is Needed 465 EC Investment Categories and Benefits 465 How Is an EC Investment Justified? 465 What Needs to Be Justified? When Should Justification Take Place? 466 Using Metrics in EC Justification 466

17 24 Contents 11.3 DIFFICULTIES IN MEASURING AND JUSTIFYING E-COMMERCE INVESTMENTS AND SUCCESS 468 The EC Justification Process 468 Difficulties in Measuring Productivity and Performance Gains 468 Determining E-Commerce Success GLOBAL E-COMMERCE 471 Benefits and Extent of Operations 472 Barriers to Global EC 472 Breaking Down the Barriers to Global EC 474 Case 11.2 EC Application: Pierre Lang Expands Into Eastern Europe E-COMMERCE IN SMALL AND MEDIUM-SIZED ENTERPRISES 476 Supporting SMEs INTELLECTUAL PROPERTY AND OTHER REGULATORY ISSUES 477 Laws Are Subject to Interpretation 477 Case 11.3 EC Application: Is ebay a Store or a Bulletin Board? 478 Personal and Property Rights 478 Intellectual Property Law (A Civil Law) ETHICS IN E-COMMERCE 481 Ethical Principals and Guidelines 482 Business Ethics 482 EC Ethical Issues PRIVACY, VIOLATION AND PROTECTION, AND THE CONFLICT WITH FREE SPEECH 484 Privacy Rights and Protection 484 Free Speech Online Versus Privacy Protection 485 The Price of Protecting an Individual's Privacy 485 How Information About Individuals Is Collected 486 Privacy Issues in Web 2.0 Tools and Social Networks 487 Privacy Protection Using Ethical Principles 488 The USA Patriot Act EC AND GREEN COMPUTING 490 Operating Greener Businesses and Ecofriendly Data Centers THE FUTURE OF ELECTRONIC COMMERCE 492 Integrating the Marketplace with the Marketspace 492 Social Networks 493 Future Trends 493 MANAGERIAL ISSUES 494 SUMMARY 495 KEY TERMS " 496 QUESTIONS FOR DISCUSSION BY INDIVIDUAL STUDENTS 496

18 Contents 25 TOPICS FOR CLASS DISCUSSION 497 INTERNET EXERCISES 497 TEAM ASSIGNMENTS AND PROJECTS 498 Closing Case: Why Is Disney Funding Chinese Pirates? pearsonhighered.com/turban 499 CHAPTER 12 LAUNCHING A SUCCESSFUL ONLINE BUSINESS AND EC PROJECTS 500 REFERENCES 501 GLOSSARY 512 INDEX 526