organizing for electronic commerce a presentation by dr. bob travica indiana university
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Organizing for Electronic Commerce
A Presentation By
Dr. Bob TravicaIndiana University
Outline
• New organizational designs & virtual organization
• Electronic commerce (e-commerce)
• Virtual organizational forms for e-commerce
• Information systems & technology for e-commerce
• Future research
• Summary
New Organizational Designs
Non-Traditional Organization
Freefrom bureaucratic
Traditions; team-based
Virtual OrganizationFit
of alien parts;fit products
AdhocracyFickle
overall design
Organic OrganizationFlexible structure
Network OrganizationFluid
information flows
(Source: Travica, B., New Organizational Designs. Ablex, 1999.)
Virtual Organization
An organization created through dynamic electronic networkingof different organizations/groups/individuals that aim at leveraging their resources.
• Networking spatial dispersion and fuzzy boundaries
• Electronic IT as basis, invocation of “cyberspace”
• Dynamic changeable members
• Resources Leveraging joining core competences, niche products, “virtual products” (customized)
(Based on: Davidow & Malone, 1992; Byrne 1993; Goldman et al., 1995; Mowshowitz, 1994, 1999; Travica, 2000)
Virtual Organization
Aggregation
Alteration Customization
Cybernization
Anchoring Interoperability
(Source: The ICAAAC Meta Model of Virtual Organizations, Travica, 2000)
Aggregation
Alteration Customization
Cybernization
Anchoring Interoperability
•Networking of different organizations (nodes)
•Existing in space created bytelecom. networks and info. systems
•Synchronizing nodes technically and managerially
•Switchable nodes
•Organizational supportto cybernization
•Custom, personalizedproducts
InformationTechnology
E-Commerce
• E-Commerce refers to conducting business by resting core business functions and processes on computer-based systems.
• Front-End: Business-to-Consumer (B2C) --via Web; new phenomenon
• Back-End: Business-to-business (B2B) -- EDI and beyond
Organizational Forms for E-Commerce
• E-Commerce is organized throughvirtual forms
• Virtual Corporation
• Web-Based Organization (“dot-com”)
• Strategic Network
• Virtual Team
Supplier
SalesPartner
Supplier
Supplier
Web-Based Organization
Virtual Team
Virtual Corporation
Strategic VirtualOrganization
Virtual Organization
Classical Organization
Customer
Individual
(Source: Travica, 2000)
Legend:
Kinds of Virtual Organization
Virtual Organization Forms for E-Commerce
Virtual Corporation Manufacturer AgileWeb; McDonnell; and supply chain; Sunhawk; Dell; VerticalNet Networks using members vertical portals
VO Form Typical Example Firm B2C B2B
Web-Based Web retailer with Amazon.com; Virtual Organization sales process fully Vineyards; virtual mall;
rested on Web; Yahoo! horizontal portal
Strategic Network Partnering in pro- Rosenbluth Travel; duct development Abilene Consortium or market penetration
Virtual Team Interorganizational Team studied by Majchrzak projects et al., 2000
Information Systems in
E-Commerce Virtual Forms
SERVERSYSTEMS
SERVERSYSTEMS
MIDDLEWARE SYSTEMS
MIDDLEWARE SYSTEMS
SECURITYSYSTEMSSECURITYSYSTEMS
CLIENTSYSTEMS
CLIENTSYSTEMS
E-PAYMENTSYSTEMS
E-PAYMENTSYSTEMS
TELECOMM. SYSTEMS(NETWORK, INTERNET)TELECOMM. SYSTEMS(NETWORK, INTERNET)
FUNCTION SYSTEM TECHNOLOGY
STORE EMULATION Web storefront (site) HTML, XML, Java, VRML, SMIL, search engines
STORE SECURITY Security applications Firewalls, Trusted Operating System
CUSTOMER ACCOUNT Database Relational database products
SALES Order Processing Shopping cart, Web form
CASHIER DESK E-payment applications Internet check, e-cash
CUSTOMER SUPPORT Communication Email, chat rooms
ADVERTISING Banner applications Image & animation technology
MARKETING Personalization app.;Navigation Tracking app;Customized storefront
Learning agents;Log file analyzer;Object Oriented databases; home-grown (Yahoo!)
- WEB SERVERS- APPLICATION SERVERS- MAIL SERVERS- FTP SERVERS
SERVERSYSTEMS
B2C
SERVERSYSTEMS
B2C
Future Research
• Test the ICAAAC model of virtual organization in overallon firms engaged in e-commerce
• Focus on the technology background to the specific ICAAACdimensions:
• New technologies and successful systems supportingtransactions (Cybernization)• New technologies and systems supporting seamlessdynamic networking between companies (Interoperabilityand Alteration)
• Develop applied research that provides high value both to academia and client firms
Summary
• Study of e-commerce and new organizational designs should be combined
• E-Commerce is partly organized in virtual organizationforms (Web-based firm, virtual corporation, strategicnetwork, and virtual teams)
• Applied organizational research with the focus oninformation technology is needed in VOs engaged ine-commerce
Thank you for your attention!
Bob Travica
http://php.indiana.edu/~btravica
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