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Workshop Offered to General Managers in Several Major Corporations |
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7:30 - 8:00am |
Registration
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8:00-8:45am |
WELCOMING REMARKS - Representative of J. Mack Robinson College of Business
PREVIEW OF DAY'S ACTIVITIES
SESSION 1. E-COMMERCE DIRECTIONS: WHAT IS IT AND WHERE IS IT GOING?
Operating Definitions: e-Commerce Þ EDI, EFT, and Web-Based Systems; Intranets and Extranets; B2B, B2C, & C2C
Survey of Participant Baseline Experiences
Overview of Major U.S. Study Methods and Findings |
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8:45-9:30pm |
SESSION 2. E-COMMERCE TECHNOLOGIES
- Technology Model of e-Commerce
- Basic, Infrastructure Technologies
- Structure of the e-Commerce Industry
- B2B e-Commerce
- e-Commerce Security
- Digital Signatures, Digital Certificates, and Digital Watermarks
- Bottlenecks to Development
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----- Break ----- |
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9:45-10:45pm |
SESSION 3. EXEMPLARS AND CHANGES IN CHANNELS
- Successes and Failures
- Examples: Dell Computer, Expedia, First Virtual Holdings, Progressive, InsWeb, Virtual Vineyards,"Big Conduit, Inc.," Pacific Life Insurance
- The e-Commerce Value Chain
- e-Supplier-Marketing Channels and Viable Forms of Intermediation
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10:45-11:30pm |
SESSION 4. GROUP WORK ON DELL CASE
Groups are assigned one of following individual issues to discuss and then report on.
Scenario 1: How quickly can Dell's competitors imitate Dell's new Web features? Invent new directions they might take and show if and why competitors can imitate it quickly. Is the Web site itself a competitive advantage, in your opinion?
Scenario 2: Dell's competitors begin to make inroads into Dell sales by a "click and brick" approach of funneling certain customers to their traditional, physical dealers. What should Dell do? Adopt a "click and brick" approach or not?
Scenario 3: A firm that gives away computers starts to erode Dell's sales. Should Dell begin to give away appliance-type computers to anyone who wants them and compete in this market through advertising and payable click-links? If not, what should they do?
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----- Lunch ----- |
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12:30-1:45pm |
SESSION 5. STRATEGIZING FOR SUCCESS
- Organizational Structuring of the e-Commerce Effort
- Cost Reduction and Other Short Term Strategies
- Enhancing Customer Relationships and Other Long Term Strategies
- Creating Information Asymmetry with Competitors for the Long Run
- Emerging Business Models
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2:00-2:40pm |
SESSION 6. GROUP WORK ON AMAZON.COM AND OTHER BOOK STORE CASES
As a committee of the whole, we will first characterize the current business model for amazon.com. Each group then goes off and determines the major threats to amazon's model and what Co-Op Bookshop can do to compete. Are there strategies that will work for late entrants? Groups then report to the participants as a whole.
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----- Break ----- |
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3:00-3:30pm |
SESSION 7. IMPLEMENTING E-COMMERCE SYSTEMS
- Designing e-Commerce Systems
- Lessons from Experience: EDI and EFT Systems, Web-Based Systems
- Study Results: Outsourcing and Virtual Organizations/Designs
- Involving Users as Content Providers
- Measuring Success in e-Commerce
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3:30 -4:00pm |
SESSION 8. REFLECTIONS: BUILDING SUCCESS IN E-COMMERCE
- Highlights from Participant Baseline Experiences
- Worst of Breed Practices
- Best of Breed Practices
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