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| TEIE65 | Electronic Commerce and Business Development, 3 p (sw) /Elektronisk handel och affärsutveckling/ Advancement level: D | |
| Aim: The aim of the course is to give the students a strategic perspective on electronic commerce and business development. Background: From a strategy perspective electronic commerce represents a new way of doing business. New companies that from the beginning build their strategy upon an electronic commerce platform, so called invadors, enter different markets and change the competitive rules of the game. Already established companies are forced (more often reactively than proactively) to concider electronic commerce as new market channel, that could either be complementary to or in competition with existing market channels in use. Electronic commerce represents an important driving force to the integration between industries, especially the infocom industry which is the focal point of the computer, telecom and media industries. Purpose: The purpose of the course is to give a strategic understanding of internet and electronic commerce in the future competition between companies and industries. The focus is on the use of internet in the relations between companies, business to business, and between companies and consumers.Prerequisites: Strategic planning and basic courses in marketing and logistics.Course organization: Electronic commerce from a strategic perspective: The basic perspective is to view electronic commerce as a new market channel, putting the basic marketing and logistic theories into focus. The establishing of a new market channel is often a dramatic strategy development for established companies and a great possibility for newly started companies to change the competitive rules of the game. Complementary perspectives to the market channel perspective are: - The business concept development perspective focusing upon those products and services that are best suited for electronic commerce. Of special interest is the potential for interactive communication over the net (compared to personal meetings). - The customer adaptation perspective focusing upon buyer behavior, diffusion of innovation and customer segmentation. What are the characteristics of the early adopters of electronic commerce and what is the penetration rate of electronic commerce within different industries. - The industrial economy perspective focusing upon the values and costs of the business processes and the pricing of electronic commerce products and services. Course content: The course is built upon a series of lectures and a major study of a business case.Course literature: Litterature (examples) Hagel III, J & Armstrong (1997): "Net Gain - Expanding Markets Through Virtual Communities", Harvard Business School Press, Boston, Mass. Jacobsson, P (1998): "Internet som strategiskt kommunikationsverktyg", Studentlitteratur, Lund.Assessment: | ||
| Examination is built upon a written case analysis and an oral exam. | ||
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