E-Commerce Strategy on Marketing Channels
E-business offers many possibilities to re-organise business processes. However, to use the full potential of e-business, traditional business activities should not be simply converted onto electronic platforms. One should take the opportunity to completely rethink entire process chains considering the different opportunities that e-business offers. In this particular case, we are closely considering the branding, market, servicing, technological, and logistics strategy. When discussing the logistics strategy, the entire marketing channel is considered. The methodology employed is benchmarking. We will look closely at the companies Luna, SKF Service Division and Papyrus, who have been successful in their development of e-commerce platforms and strategies, try to determine how successful and find out what measures were taken in order to come so far. We will also consider the example of a company that had to terminate its e-business initiative and assess the reasons for that.
Göteborg University. School of Business, Economics and Law