2.1 Readings: Case Studies
This is a list of articles you should read:
- Searching For Revenue On The Internet: Yahoo! Acquires Overture.
Paper, Stanford Graduate School of Business, 2004, Link(.pdf) *exam relevant
https://gsbapps.stanford.edu/cases/detail1.asp?Document_ID=2518
- AOL: The Emergence of an Internet Media Company.
Paper, Stanford Graduate School of Business, 2003, Link(.pdf)
https://gsbapps.stanford.edu/cases/detail1.asp?Document_ID=1416
- Amazon.com: Marching Toward Profitability.
Paper, Stanford Graduate School of Business, 2001, Link(.pdf) *exam relevant
https://gsbapps.stanford.edu/cases/detail1.asp?Document_ID=1529
- eBay and Database Protection.
Paper, Stanford Graduate School of Business, 2001, Link(.pdf)
https://gsbapps.stanford.edu/cases/detail1.asp?Document_ID=1520
- DoubleClick and Internet Privacy
Paper, Stanford Graduate School of Business, 2002, Link(.pdf)
https://gsbapps.stanford.edu/cases/detail1.asp?Document_ID=1511
- Internet Taxation
Paper, Stanford Graduate School of Business, 2001, Link(.pdf)
https://gsbapps.stanford.edu/cases/detail1.asp?Document_ID=1519
- Pricing and Branding on the Internet
Paper, Stanford Graduate School of Business, 2000, Link(.pdf) *exam relevant
https://gsbapps.stanford.edu/cases/detail1.asp?Document_ID=1209
- SAP and the Online Procurement Market
Paper, Stanford Graduate School of Business, 2000, Link(.pdf) *exam relevant
https://gsbapps.stanford.edu/cases/detail1.asp?Document_ID=1207
- NIKE - Channel Conflict
Paper, Stanford Graduate School of Business, 2000, Link(.pdf) *exam relevant
https://gsbapps.stanford.edu/cases/detail1.asp?Document_ID=1211
- Gap.com
Paper, Stanford Graduate School of Business, 2000, Link(.pdf) *exam relevant
https://gsbapps.stanford.edu/cases/detail1.asp?Document_ID=1210
- Disintermediation in the U.S. Auto Industry
Paper, Stanford Graduate School of Business, 2000, Link(.pdf)
https://gsbapps.stanford.edu/cases/detail1.asp?Document_ID=1212
2.2 Text Book
Textbook1 - Laudon/Traver:
"E-commerce, business, technology, society"
3rd or 4th edition
Kenneth C. Laudon, Carol Gurcio Traver
Addison Wesley, 2006 or 2008., ISBN 0136006450
and the accompany "Case Book" ISBN 0-321-26936-5
These are the chapters of the textbook1 you should read:
- Text Book Chapters: *exam relevant
1. Introduction
2. Business Models
3. Section 3.5 Internet & Web: Features
7. Marketing Concepts
8. Marketing Communications
9. Ethical, Social, Political Issues
10. Retailing on the Web
11. Online Service Industries
12. B2B: Supply Chain Management, Collaborative Commerce
13. Auctions, Portals, Communities
14. Online Content Providers
- Case Book Sections:
1. P&G
2. Avon
3. Reed
8. WebMed
10. RealNetworks
Textbook2 - Turban:
"Electronic Commerce: A Managerial Perspective"
Efraim Turban, David King, Judy McKay
ISBN: 0132243318
2008
2.3 Readings: Articles
These are articles/lecture notes of general interest:
- Karen Brown
Paper, Stanford Graduate School of Business, 2000, Link(.pdf)
https://gsbapps.stanford.edu/cases/detail1.asp?Document_ID=1213
- ezboard: Making Customers Pay
Paper, Stanford Graduate School of Business, 2005,
Restricted case (will be discussed in the class).
- Speeding Tickets: Internet Distribution And The Travel Industry
Paper, Stanford Graduate School of Business, 2003,
Restricted case (will be discussed in the class).
- E-Commerce Building Blocks
Paper, Stanford Graduate School of Business, 2000, Link(.pdf)
https://gsbapps.stanford.edu/cases/detail1.asp?Document_ID=1208
-
Text Book: Chapter 4. Building E-commerce Web Sites
-
Case Book: Sections 4,5,6,7,9
-
Channels Conflicts: Asim Ansari, et al., *exam relevant
Customer Channel Migration, Columbia University Graduate School of Business, November 2005.
This article can be useful to set up a conceptual framework to study the effect of marketing communicaitons on purchase and on channel selection.
It also gives some insight in the consumer behavior using retail as an example. The results of the study relies on data collected in 4 years from 98 to `02., and should not be interpreted as applicable to all industries.Besides that, e-Services are now rather different than back in `98.
Important questions to address when introducing a new e-Service is:
- how this new e-Service is affecting the existing sales and distribution chain?
- who owns what in the industry chain?
- how to avoid channel conflicts and use possible synergy instead?
-
Metrics: Kevin Zhou, Kenneth Kraemer, *exam relevant
"Commerce Metrics for Net-Enhanced Organizations: Assessing the Value of e-Commerce to Firm Performance in the Manufacturing Sector"
Klick here and select Full Text (PDF) on the right to get the article (Note, use an university pc / IP address).
Information Systems Research, 2002.
This article suggest some metrics that can be defined for e-Commerce in the Manufacturing Sector.
The metrics are basically divided into:
Financial (Profitability, Cost Reduction, Inventory Efficiency)
Non Financial (IT-productivity, e-Commerce Capability)
When talking about metrics, it is important to ask the following questions:
- Why using metrics?
- What to measure?
- What to do with the measures?
For other Sectors other than Manufacturing, other set of Metrics can be defined, for example focusing on
Customer Satisfaction
Brand
Perceived Value
Metrics that can be obtained analysing the Web-Server ClickStream and so on.
Business Models on the Web:
Web 2.0:
- What Is Web 2.0
by Tim O'Reilly,
Article, 2005, Link
http://www.oreillynet.com/pub/a/oreilly/tim/news/2005/09/30/what-is-web-20.html
- What Is RSS
by Mark Pilgrim
Article, 2002, Link
http://www.xml.com/pub/a/2002/12/18/dive-into-xml.html
- Tracking Packages with RSS
by Yakov Shafranovich
Article, 2005, Link
http://www.xml.com/pub/a/2005/03/16/ups-rss.html
- Web 2.0: The New Guy At Work By Robert D. Hof - BusinessWeek Online June 19, 2006
http://www.businessweek.com/magazine/content/06_25/b3989072.htm?campaign_id=search
- The Impact of Web 2.0 (Video)
by Dennis Kneale, Peter Schwartz http://gaia.world-television.com/wef/worldeconomicforum_annualmeeting2007/default.aspx?sn=19781
- Small is beautiful for Web 2.0 start-ups
by Martin LaMonica, 2006.
http://news.cnet.com/Small-is-beautiful-for-Web-2.0-start-ups/2100-1012_3-6035062.html
Search Engines:
- The Anatomy of a Large-Scale Hypertextual Web Search Engine
Sergey Brin and Lawrence Page,
Article, 2000, Link *exam relevant
http://www-db.stanford.edu/~backrub/google.html
- SIMS 141: Search Engines: Technology, Society and Business
Lecture Notes, Stanford 2005
http://www2.sims.berkeley.edu/courses/is141/f05/schedule.html
- SIMS 141: Search Engines: Technology, Society and Business
Lecture Notes, Stanford 2005 *exam relevant
http://www2.sims.berkeley.edu/courses/is141/f05/lectures/se-course-intro.pdf
http://www2.sims.berkeley.edu/courses/is141/f05/lectures/search-engine-advertising.pdf
- PageRank
From Wikipedia, the free encyclopedia: a good set of resources on PageRank: *exam relevant
http://en.wikipedia.org/wiki/PageRank
The original article on PageRank:
Lawrence Page, Sergey Brin, Rajeev Motwani, and Terry Winograd (1999),
"The PageRank citation ranking: Bringing order to the Web" *exam relevant
http://dbpubs.stanford.edu:8090/pub/showDoc.Fulltext?lang=en&doc=1999-66&format=pdf&compression
For those of you who wants to evaluate and understand better Google's tools in practice,
here is a Web resource that will help on this task....Good search!
PageRank Check, Calculators and other Google tools:
http://dmoz.org/Computers/Internet/Searching/Search_Engines/Google/Tools/
What is Open Directory Project? See: http://en.wikipedia.org/wiki/Open_Directory_Project
E-Tools:
Open Source:
Innovation:
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E-Commerce Resources 
