Lectures in E-Commerce by P. Timmers (auth.), Prof. Dr. Hannes Werthner, Dr. Martin

By P. Timmers (auth.), Prof. Dr. Hannes Werthner, Dr. Martin Bichler (eds.)

Although just a couple of years previous, digital trade bargains new methods of doing enterprise that no company can have enough money to disregard. This e-book is a set of chosen contributions from popular researchers who specialise in a number of the elements of digital trade, particularly economics, finance, details know-how, and schooling. the fundamental aim is to offer an outline of a few of the main appropriate themes in E-Commerce.

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Though branding and passively waiting for customers is one side of the coin, actively fighting for customer relationships is the other side. Certainly, branding should be an important part of a firms strategy so that customers affiliate positive characteristics, like security or sophisticated solutions, with a brand name in the financial services industry. However, branding is very expensive and the (shortterm) success of a branding campaign can hardly be measured monetarily. Often a lot of money will be wasted just to reach a comparably small group of target customers.

Technologies: some of the business concepts such as dynamic value constellations are ahead of technology development and will require new market and business network management systems and tools. In other cases it is exactly the new technology that challenges to come up with viable business approaches, such as the greatly enhanced possibilities for customer interaction (as illustrated in some of the business models such as e-shops and virtual communities). And while new technologies increase security and thereby potentially raise the level of trust in ecommerce, it has also been demonstrated that trustworthy e-commerce may require new settlement mechanisms for which scalable and efficient technology still needs to become available.

Buhl et al. Objectives of the customer qualitative Continuum of observable weighted objectives quantItatIve Convenience oriented customer Price-sensitive customer • • • After-tax objectives Risk dIversIficatIon Cost -leadershIp • Cost -efficient service maximIZation Infonnation gathering through data warehouse and data mining techniques quantitative Data qualitative Data Data about the customer and his situation Fig. 4. , [ Cre(htcard~ Fig. 5. g. from web tracking. Based on that IT application one-to-one-relationships can be established taking account of the specific (convex combination of) quantitative and qualitative customer objectives.

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