E-commerce strategy formulation

Abstract

Many large organisations find it difficult to develop an e-commerce strategy. Senior management should first develop a comprehensive understanding of what it means to become e-commerce enabled before deciding whether or not to pursue that route. With e-commerce comes major changes that must be carefully planned and coordinated to avoid chaos and confusion. The aim of this paper is to provide an approach to develop an e-commerce strategy for large organisations. An e-commerce strategy, in its most simplistic form, consists of three steps, namely: determining where the organisation is; where it wants to go; and the best way of moving from the one to the other. © 2002 Kluwer Academic Publishers.