Slide 2.1
Strategies for
e- Business
CONCEPTS and CASES
Creating Value through Electronic and Mobile Commerce
PART Ⅱ: The e-business strategy framework
Tawfik Jelassi and Albrecht Enders, Strategies for e-Business, 2nd edition, © Pearson Education Limited 2008
Slide 2.2
PART OVERVIEW
This part proposes an e-business strategy framework that
consists of the following three phases:
 Strategic analysis
 Strategy formulation
 Strategy implementation
Tawfik Jelassi and Albrecht Enders, Strategies for e-Business, 2nd edition, © Pearson Education Limited 2008
Slide 2.3
This framework should help you address the following:
 Understand the external macro-environment and industry structure of e-business
companies.
 Understand internet e-business competencies.
 Choose a specific type of Internet-enabled competitive advantage.
 Sustain the Internet-enabled competitive advantage against imitation and disruptive
innovations.
 Create new market spaces through e-business initiatives.
 Link the external and internal perspectives of e-business strategies using the value process
framework.
 Make decisions regarding the internal organisation of e-business initatives.
 Interact with e-business customers, suppliers and users.
 Understand specfic issues and applications of mobile e-commerce.
 Implement e-business strategies.
Tawfik Jelassi and Albrecht Enders, Strategies for e-Business, 2nd edition, © Pearson Education Limited 2008
Slide 2.4
Strategies for
e- Business
CONCEPTS and CASES
Creating Value through Electronic and Mobile Commerce
Chapter 2: Overview of the e-business strategy framework
Tawfik Jelassi and Albrecht Enders, Strategies for e-Business, 2nd edition, © Pearson Education Limited 2008
Slide 2.5
Chapter at a glance
2.1 Key challenges in e-business strategy formulation
2.2 A systematic approach to e-business strategy formulation
Tawfik Jelassi and Albrecht Enders, Strategies for e-Business, 2nd edition, © Pearson Education Limited 2008
Slide 2.6
Learning outcomes
After this session you should be able to:
 Understand the key challenges that are involved during the
e-business strategy formulation process.
 Have a broad understanding of the structure and the key
elements of the e-business strategy framework.
Tawfik Jelassi and Albrecht Enders, Strategies for e-Business, 2nd edition, © Pearson Education Limited 2008
Slide 2.7
2.1 Key challenges in e-business strategy formulation
Exhibit 2.1 The goal of e-business strategy is to achieve (long-term)
success by building up one or more sources of competitive advantage
Formulation
Environment
Goals
Market
positioning
Competitive
advantage
(Long-term)
success
Resource
exploitation
Resources
Implementation
Source: Adapted from H. Hungenberg (2006), p. 83
Tawfik Jelassi and Albrecht Enders, Strategies for e-Business, 2nd edition, © Pearson Education Limited 2008
Slide 2.8
2.2 A systematic approach to e-business strategy formulation
Exhibit 2.2 The e-business strategy framework consists of three main steps
12 Mobile e-commerce strategy
E-business strategy
Strategic
analysis
3
Strategy formulation
External
analysis
Strategy
implementation
9
5
Internal
organisation
Strategy
options
Opportunities/
threats
6
Strengths/
weaknesses
4
Sustaining
competitive
advantage
7
Exploring
new market
spaces
10
13
Interaction with
suppliers
Implementation
Internal
analysis
8
Creating and
capturing
value
11
Interaction with
users/customers
Tawfik Jelassi and Albrecht Enders, Strategies for e-Business, 2nd edition, © Pearson Education Limited 2008
Slide 2.9
2.2 A systematic approach to e-business strategy formulation
Exhibit 2.3 E-business strategy formulation entails an internal and an external
analysis to identify strengths, weaknesses, opportunities and threats
Key environmental/
industry developments
Opportunities
Strengths
Firm
characteristics
Weaknesses
Threats
• Do we have
the strengths to seize
possible
opportunities?
• Do we have
the strengths to
fend off possible
threats?
• Which opportunities
do we miss because
of our deficits?
• To which threats do
our weaknesses
expose us to?
Tawfik Jelassi and Albrecht Enders, Strategies for e-Business, 2nd edition, © Pearson Education Limited 2008
Slide 2.10
Summary
■ This chapter first stated the main goals of strategy, which focus on overarching
decisions that determine the fundamental direction of a company.
■ Next, it described the key challenges that companies face when formulating a business
strategy. These challenges include (1) the high uncertainty of future developments and
(2) contradictory decision criteria that need to be evaluated during the strategy analysis
and formulation process.
■ Finally, this chapter provides a brief overview of the e-business strategy framework and
its main elements, which are strategic analysis, strategy formulation and strategy
implementation.
Tawfik Jelassi and Albrecht Enders, Strategies for e-Business, 2nd edition, © Pearson Education Limited 2008