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Overview Ch. 4
Describe the factors that influence consumer behaviour online
Describe how companies are building one-to-one relationship with customers
Discuss the issues of e-loyalty and e-trust in EC Describe consumer market research in EC Describe the objectives of web advertising on
the web Describe various online promotions
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Company-Centric B2B and Collaborative
Commerce
Company-Centric B2B and Collaborative
Commerce
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Learning Objectives
Describe the major types of B2B models Describe the characteristics of the sell-side
marketplace Describe the sell-side intermediaries models Describe the characteristics of the buy-side
marketplace and e-procurement Explain how forward and backward auctions work in
B2B Describe B2B aggregation and group purchasing
models Describe collaborative e-commerce Describe infrastructure for B2B
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Concepts, Characteristics and Models of B2B EC
B2B EC or eB2B (electronic B2B) defined Transaction conducted electronically between business
over the networks• Internet• Extranets• Intranets• Private networks (e.g., EDI)
Automated trading improves the process Market size and content
Expected to grow from $1.1 trillion in 2003 to $10 trillion by 2005
Percentage of Internet-based B2B from 2.1% in 2000 to 10% in 2005
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Concepts, Characteristics and Models of B2B EC [2]
How is B2B conducted? Directly between buyer and seller Via an online intermediary: an online third-party that
brokers a transaction between a buyer and a seller; can be virtual or click-and-mortar
With or without intermediaries Types of transactions
Spot buying• Purchasing of goods and services as they are needed,
usually at prevailing market prices, which are determined dynamically by supply and demand
Strategic sourcing• Purchases made in long term contracts that are
usually based on private negotiation between sellers and buyers
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Concepts, Characteristics and Models of B2B EC [3]
Types of Materials Direct materials
• materials used in the production of a product (e.g., steel in a car or paper in a book)
Indirect materials• materials used to support production (e.g., office
supplies or light bulbs) MROs (Maintenance, Repairs, and Operations)
• indirect materials used in activities that support production
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Concepts, Characteristics and Models of B2B EC [4]
Direction of Trade Vertical marketplaces
• Markets that deal with one industry or industry section
• Examples: electronics, cars, steel or chemicals Horizontal
• Markets that concentrate on a service or a product used in all types of industries
• Examples: office supplies, PCs or travel services
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The Basic B2B Transaction Types
Sell side one seller to many buyers
Buy side one buyer from many sellers
Exchanges many sellers to many buyers
Collaborative commerce communication and sharing of information,
design, and planning among business partners
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One-to-Many and Many-to-One: Company Centric Transactions
Company-centric EC e-commerce that focuses on a single company’s
buying needs (many-to-one, or buy-side) or selling needs (one-to-many, or sell-side)
Private e-marketplaces markets in which the individual sell-side or buy-
side company has complete control over participation in the selling or buying transaction
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Many-to-Many: Exchanges
Exchanges many-to-many e-marketplaces, usually owned
and run by a third party or a consortium, in which many buyers and many sellers meet electronically to trade with each other
also called trading communities or trading exchanges
Public e-marketplaces third-party markets that are open to all
interested parties (sellers and buyers)
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Virtual service industries in B2B
Travel and tourism services Real estate Electronic payments Online stock trading Online financing Other online services
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Benefits of B2B
Eliminate paper-based systems and reduces administrative costs
Expedite cycle time Lower search costs and time for buyers Increase employee productivity dealing with buying
and/or selling Reduce errors and/or improve quality of services Reduce inventory levels and costs Increase production flexibility, permitting just-in-time
delivery Facilitate mass customization Increase opportunities for collaboration
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Sell-Side B2B Marketplace Architecture
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Sell-Side Marketplaces: One-to-Many
Sell-side e-marketplace a Web-based marketplace in which one company
sells to many business buyers, frequently over an extranet
3 major methods for direct sale in the one-to-many model: Selling from electronic catalogs Selling via forward auctions One-to-one selling under a negotiated, long-term
contract
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Direct Sales from Catalogs
Companies may: Offer one catalog for all customers Customized catalog for each customer Facilitate the B2B direct sale by providing the buyer
with a buyer customized shopping cart Configuration and customization
Efficient customization for direct sales Business customers customize products, receive
price quote, submit order
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Direct Sales from Catalogs [2]
Benefits Reduces costs (to buyers and sellers) and errors
during the process Speeds up order cycle Ability to customize products Offer different prices to different customers
Limitations Channel conflicts with distribution systems High cost when traditional EDI used Large number of business partners is needed to justify
system
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Selling via Auctions
Using auctions on the sell-side Revenue generation Increased page views
• Stickiness—characteristic of customer loyalty to a Web site, demonstrated by the number and length of visits to a site
Member acquisition and retention• Bidding transactions result in additional registered
members
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Buy Side Marketplaces: One-from-Many
Procurement methods Buy from manufacturers, wholesalers, or
retailers at their storefronts, from catalogs,and by negotiation
Buy from the catalog of an intermediary Buy from an internal-buyer’s catalog Conduct a bidding or tendering system Buy at private or public auction sites Join a group-purchasing system
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Buy Side Marketplaces: One-from-Many [2]
Procurement management the coordination of all the activities relating to
purchasing goods and services needed to accomplish the mission of an organization
Inefficiencies in procurement management Purchasing personnel spend time and effort on
procurement activities Qualifying suppliers & Negotiating prices and terms
Potential inefficiencies: Delays or Paying too much for rush orders Maverick buying—unplanned purchases of items
needed quickly, often from non-approved vendors or at higher prices
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Buy Side Marketplaces: One-from-Many [3]
Goals of procurement reengineering Increase purchasing agent productivity Lower purchasing prices of items Improve information flow and management Minimize maverick (unplanned) buying Improve payment process Streamline purchasing process to make it:
• Simple
• Fast
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Buy Side Marketplaces: One-from-Many [4]
Reduce administrative processing cost per order
Find new suppliers and vendors to provide faster/cheaper goods and services
Integrate procurement process with budgetary control in an efficient and effective way
Minimize human errors in buying or shipping process
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Buy Side E-Marketplaces: Reverse Auctions
Buy-side e-marketplace Web-based marketplace in which a buyer
opens an electronic market on its own server and invites potential suppliers to bid on the items the buyer needs; also called the reverse auction, tendering, or bidding model
Request for quote (RFQ) The “invitation” to a buy-side marketplace
(reverse auction)
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Conducting Reverse Auctions
Reverse auctions administered from a company’s Web site Bidding process lasts a day or more Bidders may bid only once or view the lowest
bid and rebid several timesIncreasing number of reverse auction sites
makes it impossible for suppliers to monitor all of them Online directories list open RFQs Use software search-and-match agents to
reduce the human burden in the bidding process
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Conducting Reverse Auctions [2]
Web-based reverse auction process Buyers prepare bidding project information Buyers post project on portal Identify potential suppliers Invite suppliers to bid Suppliers download project information Suppliers submit electronic bid Reverse auction in real-time, or it can take a few
days Buyers evaluate and award contract
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Benefits Reverse Auctions
Electronic process is fasterAdministratively much less expensiveEnables location of cheapest possible
products
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Aggregating Catalogs
Aggregating suppliers’ catalogs: an internal marketplace Maverick buying to save time leads to high
prices Aggregating all approved suppliers’ catalogs
in one placeReduced number of suppliers
Buyers at multiple corporate locations• Fewer and remote suppliers• Larger quantity/lower costs
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Group Purchasing
Group purchasing—orders from several buyers are aggregated Economy of scale Reduced transaction processing cost Putting together orders from multiple buyers
to make large volumes/lower costs
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Electronic Bartering
Electronic bartering Exchange of goods or services without the use
of money Exchange a surplus for other need Bartering exchange
• Submit surplus to exchange for points• Points used to buy what company needs
Benefits:• Faster than manually• Easier to match
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Collaborative Commerce (C-commerce)
Consisting of activities between business partners in jointly planning, designing, developing, managing, and researching products and services
Web-based systems used between and among suppliers for: Communication Design Planning Information sharing Information discovery
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Collaborative Commerce (C-commerce) [2]
Varieties of c-commerce: Joint design efforts Forecasting Between and within organizations
Aids communication and collaboration between headquarters and subsidiaries, franchisers and franchisees
C-commerce platform provides e-mail, message boards, chat rooms, online corporate data access around the globe, no matter what the time zone
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Barriers to C-commerce
C-commerce is moving ahead fairly slowly because: Technical reasons involving integration,
standards, and networks Security and privacy concerns over who has
access control of information stored in a partner’s database
Internal resistance to new models and approaches
Lack of internal skills to conduct c-commerce
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B2B Infrastructure
Server to host database and applications Software for executing sell-side (catalogs) Software for conducting auctions and reverse auctions Software for e-procurement (buy-side) Software for CRM Security hardware and software Software for building a storefront Software for building exchanges Telecommunications networks and protocols
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Integration
Integration with existing information systems issues Intranet-based work flow Database management systems (DMBS) Application packages ERP
Integration with business partners Easy integration with one company-centric
side Not easy to integrate for many buyers or
sellers
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The Role of XML in B2B Integration
Companies interact easily and effectively by connecting to their servers, applications, databases
Standard protocols and data-representation schemes are needed
Web is based on the standard communication protocols useful only for displaying static visual Web pages: TCP/IP HTTP HTML
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The Role of XML in B2B Integration [2]
XML (eXtensible Markup Language) Standard (and its variants) used to improve
compatibility between the disparate systems of business partners by defining the meaning of data in business documents
Used to increase:• Interactivity• Accessibility
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Summary
The B2B is very diversified and it can be divided into the following segments: sell-side marketplaces buy-side marketplaces trading exchanges c-commerce
Auctions play a major role in B2B Increasing the exposure and/or the bargaining
power of companies can be done by aggregating either the sellers or the buyers
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Exercise
Why would a company want to decrease maverick purchases?
A firm wants to barter excess goods online for banner ads, but they cannot find a party willing to trade. What other options do they have?