Digital_business_and_E_commerce_management_strategy,_implementation

Index 667 barriers branding 378, 651 buyer-oriented sites 56 to adoption of e-commerce 131, 138 BrandNewWorld 402 buy-side e-commerce 14, 652 to e-procurement 310 brands 378, 651 buy-side threats in digital business Bart, Y. 136, 402 balance with aggregators 201–2 strategy 202 Basu, D. 155 online importance of 380–1 intermediaries’ power 202 Baye, M. 374 Brewer, J. 206–7 suppliers’ power 202 Bayne, K. 641 bricks and mortar or multichannel C2B (consumer-to-business) 28 BBC 587, 588 Cai, S. 447 Bedford, S. 435 business 66, 651 Cairns, S. 155 behavioural ad targeting 131, 140–1, Bridgewater, S. 161–2 Cambridge Consultants (case study) British Airways (case study) 187–8 430, 651 British Computer Society 585 306–7 behavioural segmentation 355 broadband connection 103, 651 Campbell Soups 281 benchmark comparison of corporate Brogan, C. 510 CAN-SPAM Act (USA 2004) 145 BrownCraggs &Co. 342 capability maturity model 198, 230–2 websites 342 browser-based measurement 633 card sorting (web classification) 552, Benjamin, R. 54, 272 Bryner, S. 263 Berners-Lee, Tim 115 Brynjolfsson, E. 78, 240, 241, 365 652 BERR 573–4, 580 Buchler, A. 488 Carr, N. 241 Berryman, K. 55 budgeting in digital business 639–46 cars, demand analysis for 339–40 Berthon, P. 212 bundling 366, 651 Cartellieri, C. 429 Berton, B. 406 business continuity management (or cascading style sheets (CSS) 555, 604, bespoke development of digital disaster recovery) 577, 651 652 business systems 602, 651 business intelligence 501, 651 casual users of internet 134 Best Buy (case study) 419–20 business models 225, 651 certificate 590 best-of-breed systems 94, 169 certificate authorities 590, 591 Betfair (case study) 26–8 for e-commerce 58–66 Chaffey, D. 20, 70, 131 Bevan, N. 538, 539, 544, 548 online intermediary revenue Bezos, J. 642–6 models 62–6 on analysis and design 554, 561, 569, Bhojani, S. 326–8 online publisher models 62–6 585 big data 533–6, 651 revenue models 62 Binney, D. 505 calculation of 64–5 on change management 501, 505 Bitner, M. 364 on CRM 393, 398, 409, 426, 435, Blackcircles.com 43–5 business models in digital business blacklist 584, 651 definition 225–8 445–6 Blanc, X. 398 on digital marketing 328, 342, 358, Blanks, K. 470 business process automation (BPA) blog 7, 417, 651 480, 651 366, 377, 378 blueprints 552, 651 on implementation and optimisation BlueScope Steel 253–5 business process improvement (BPI) Boardman, T. 72 480, 651 602, 616, 624, 625, 635, 637 Bocij, P. 500, 522, 531, 610 Champy, J. 480 Boddy, D. 500 business process management (BPM) Chan, C. 253 Boehringer Ingelheim (case study) 479, 651 change agents 496, 652 change management 469–72, 652 298–9 business-alignment strategy 237 Boo.com (case study) 234–7 business-impacting IS strategy 237 human resource requirements 490–4 Booms, B. 364 business-to-business (B2B) 28, 652 outsourcing 492–4 boot-sector virus 577, 651 staff retention 492 Booz Allen Hamilton 34, 158, 163 change management at 473 Bosomworth, D. 70 electronic marketplaces, exchangex knowledge management 501–9 Bosworth, Andrew 10 collaborative approaches 507 botnet 583, 651 and hubs 316 implementation of 504–5 bounce rate 408, 651 ER modelling 533 knowledge, defined 502–3 Bounds, D. 69 invoice processing, transforming 527 objectives 503–4 Bourne, M. 623 marketplaces 314–19 technologies for 505–6 Boyd, D. 19, 418 Braithwaite, A. 256–7 failures 316 managing change 496–501 brand and trademark protection laws limited adoption of 316 models 498–500 from neutral to private exchanges organisational culture 500–1 130 senior management 497–8 brand equity 379, 651 316–17 brand identity 379–80, 651 objectives and performance organisational structures, revising 494–6 indicators 345–6 types 318–19 planning 483–90 trading in e-environment 161–2 plan and schedule 487–8 web services, using 101 project governance 483–6 business-to-consumer (B2C) 28, 652 prototyping 489–90 Butler Group 455 buyer-controlled sites 56 and risk management 511–12

668 Index change management (continued) new business models 201 cost drivers of digital adoption 30 social business 510–11 new entrants 199–200 cost structure in e-commerce 60 transformation challenges 472–8 new products 200–1 countermediation 54, 363, 653 growth hacking 477–8 competitiveness drivers of digital country of origin principle 152 sell-side e-commerce covert monitoring 583, 653 implementation 473–8 adoption 30–1 Covisint (case study) 317–18 7S strategic framework 474 competitor analysis, 652 CPA (cost-per-acquisition) 63, 407 types of change 478–83 CPC (cost-per-click) 63 business process management 479 in digital business strategy 203 CPM (cost-per-thousand) 63, 414 discontinuous process change resource-advantage mapping 203 Credit Industry Fraud Association 479–81 in digital marketing 341–3 (CIFAS) 139 changeover in implementation of digital computer systems, protecting 587–8 Cronin, J. 445 business 609–11, 652 computer virus 577, 652 cross-browser support 603 Computer World 316 cross-media optimisation studies database creation and migration concept in valuation of online start-up 610–11 (XMOS) 430, 653 companies 67 crowdsourcing 168, 329, 653 deployment planning 611 Conlon, S. 92 Crush, P. 492 channel buyer behaviour 625, 652 Conspectus 284 cScape 395 channel outcomes 626, 652 consumer technology adoption Csikszentmihalyi, M. 560 channel priorities in digital business culture of organisations 500–1, 653 drivers of 32–4 Curtis, B. 523 definition 218–20 enablers and barriers to 131 customer acquisition management channel profitability 627, 652 consumer-to-business (C2B) 28, 652 channel promotion 624–5, 652 content 114, 652 404–18, 653 channel satisfaction 625, 652 content management systems (CMS) communication effectiveness, channel structures in marketplace 53–5 109, 606–7, 652 assessing 407–9 conflicts 375 criteria for selecting 607 in digital marketing 324 importance of 55 and maintenance 611–20 interactive communications 405–7 new in digital marketing 375 channels in e-commerce 60 fault taxonomy 616 integration 407 Chartered Institute of Purchasing and initiatives to keep content fresh intermediaries 406–7 media, changes in 406 Supply (CIPS) 300, 310 618–20 monologue to dialogue 405 Chaston, I. 224 major changes 618 from one-to-many 405–6 Chen, A. 477 process and responsibilities push to pull 405 Choi, H. 50 online marketing communications Christodoulides, G. 379 615–20 churn rate 67, 652 routine changes 615–18 409–18 CIO 97 strategy, managing 611–14 search engine marketing 409–18 citizens in E-government 28 updating content and scope customer conversion in digital Clarety 485 click ecosystem 47, 652 614–15 marketing 325 clicks-only or internet pureplay 66, 652 content marketing 6, 331–2, 652 customer demand analysis in digital clickstream analysis 637–9 content marketing matrix 333 client-server 89, 652 content marketing mix 332–3 marketing 338–41 client-server model 536, 652 content marketing strategy 611–14, 652 qualitative research 340–1 cloud computing 98–102, 652 content strategy in digital marketing customer engagement 395, 653 cold list 145, 652 customer experience management collaborative approaches to knowledge 357–8, 652 contextual display network 414, 652 538–9, 653 management 507 contract law 130 customer orientation 555–8 collaborative filtering 438, 652 control in digital marketing planning in local markets 570–2 Colwyn, S. 519–21 usability guidelines 540–1 commoditisation 373, 652 383 web accessibility 567–70 Common Sense Advisory 159 control page 635, 653 customer extension in CRM 448–53, Communications Decency Act (USA conversion marketing 397–400, 653 653 1996) 157 in digital business strategy 211–13 segmentation and targeting 448–53 community 422, 652 conversion rate 626, 653 competitive environment analysis Conversion Rate Expert (interview) product propensity modelling 453 relevant e-communications 450–1 198–9 470–2 RFM analysis 451–3 demand analysis 199 conversion rate optimisation (CRO) customer insight 24, 653 competitive threats to digital business customer insight in customer demand 559, 653 strategy 199–202 cookies 147–9, 653 analysis 341 co-opetition 203, 653 customer journey 24, 653 Cope, O. 481, 497 customer life cycle 388, 653 core competencies in digital business 203, 653 core product 366, 653

Index 669 customer orientation in website design customer segments of online dial-up connection 103, 654 555–8, 653 marketplaces 49, 59 Dibb, S. 353 differential advantage in digital customer profile 397, 653 customer self-service 455, 653 customer relationship management customer value in digital business 203, marketing 356, 654 differentiation strategies 224–5 (CRM) 388–92, 653 653 digital business 15, 654 conversion marketing 397–400 customer-centric marketing 24, 393 customer acquisition management Cutts, M. 91 analysis and design of see analysis dabs.com (case study) 427–8 and design of digital see customer acquisition Daniel, E. 218 businesses management above Daniel, L. 137 customer extension 448–53 data controller 142, 653 capabilities, evaluation of 32 segmentation and targeting data migration 610–11, 653 defined 14–15 448–53 data modelling in digital business and e-commerce, differences 13–28 product propensity modelling 453 531–6 audience reach, options for 19–24 relevant e-communications attributes, identify 531 transaction models 24–8 450–1 entities implementation of 598–601 RFM analysis 451–3 acquiring systems, alternatives customer retention management identify 531 see customer retention relationships between 531–3 602–8 management below Data Protection Act (1984) 141–5 content management systems excelling in service quality 443–8 data protection and privacy laws 130 online 445–8 data subject 142, 653 606–7 failure in digital business (case study) database creation and data migration e-commerce servers, selecting 469–70 marketing applications 389–92 610–11 607–8 online buying process 400–4 database table 531, 654 search engine requirements 605 B2C and B2B behaviour 401–2 Davenport, T.H. 480, 522 web content, managing 603–8 on purchases 401–2 Davidow, W.H. 271 web frameworks and servers net promoter score 402–4 Dayal, S. 378 social media and social CRM de Chernatony, L. 378–9, 542 605–6 418–36 de Jong, B. 217 web standards, choice of 604 developing strategy 419–21 de Kare-Silver, M. 207, 219, 351–2 changeover 609–11 email marketing 431–5 Debenhams (case study) 208–9 database creation and migration interactive advertising 428–31 dedicated server 104, 654 online partnerships 426–8 Dee, A. 418 610–11 social CRM strategy 421–2 Def-Shop.com (case study) 488 deployment planning 611 social media categories 422–4 Deighton, J. 358, 405 content management and social media marketing 435–6 Deise, M. 203, 216, 267, 268, 270–1 social networks 424–5 Dell, M. 271 maintenance 611–20 technology solutions for 454–9 Dell Computer (case studies) maintenance process and applications 455–6 and back-office systems 456 innovation 227–8 responsibilities 615–20 data quality 457 marketing mix 368–71 strategy, managing 611–14 single-vendor or fragmented Dell Premier (case study) 110 updating content and scope choice 456 demand analysis, 654 what it is 393–7 in digital business strategy 199 614–15 e-CRM, benefits 394–5 for e-business 338 testing 608–9 e-CRM to social CRM 393–4 demographic segmentation 354 permission marketing 395–6 Department of Commerce (USA) 251 environments for 609 customer relationships 59 Department of Trade and Industry infrastructure see digital business customer retention management 436–43 (DTI) 580, 591 infrastructure below in digital marketing 325 deployment planning 611, 654 marketing see digital marketing managing activity and value 440–3 der Zee, J. 217 mass customisation 438–40 design for analysis (DFA) 622, 654 below personalisation 438–40 desktop applications 83 metrics for customer scenario in customer demand desktop browsers 83 analysis 340 Desmet, D. 67 collecting, tools and techniques customer scenarios (user journeys) 545 destination sites 42, 429, 654 629–39 in online marketplace 51 in performance measurement development environments for digital 623–7 business systems 609, 654 opportunities in 28–31 optimisation of services 599 performance of, measuring and improving 621–7 principles 621–7 budgeting 639–46 creating system 622–3 defining metrics 623–7 real-world experiences 599–601 strategy see digital business strategy below

670 Index digital business (continued) definitions 184–92 digital certificates (keys) 589, 654 supply chain management in 275–84 e-channel strategies 186–8 digital marketing 18–19, 324–8, 654 adoption rates 277–8 imperative for 185–6 applications 277 strategy process models 189–92 actions 381–2 definition 228–9 control 383 downstream management 281 impacting 237–42 digital media communications information infrastructure for information systems (IS) strategy 283–4 characteristics 358–63 outbound logistics management 237–8 individualisation 360–1 281–3 marketing mix 180–4 industry restructuring 363 restructuring 275–84 social business, development of 180 integration 361–3, 407 and RFID 280–1 strategic analysis 192–203 intelligence 359–60 technology options 275–6 interactivity 358–9 upstream management 280 buy-side threats 202 feedback tools for 330 technological drivers of adoption capability maturity model 198 laws controlling 130 30–1 competitive environment analysis objective setting 344–9 barriers 34 online branding 378–81 consumer technology adoption 198–9 importance of 380–1 32–4 competitive threats, assessment planning 334–6 risks 32–4 in context of other plans 325 199–202 separate plan, required 335–6 digital business infrastructure 78, 654 competitor analysis 203 situation analysis 336–44 applications, managing 93–5 co-opetition 203 competitor analysis 341–3 augmented reality (AR) 87 resource and process analysis customer demand analysis 338–41 components 88–9 influencer analysis 343–4 five-level infrastructure 89 193–8 intermediary analysis 343–4 creating new service 90–5 sell-side threats 201–2 internal marketing audit 344 domain name registration 92 strategic objectives 203–17 strategy 350–8 domain name selection 90–1 business value, creating 207–8 market positioning 351–2 hardware infrastructure 92–3 objective setting 209–17 product positioning 351–2 systems software infrastructure target market strategies 352–8 92–3 balanced scorecard approach uniform resource locators 91–2 216–17 content strategy 357–8 internet governance 116–22 segmentation 353–4 net neutrality principle 117 conversion modelling for tactics 363–78 internet technology 89–90 sell-side commerce 211–13 people 377–8 platforms, supporting 82–5 physical evidence 377–8 web presentation and data exchange online revenue contribution 211 place 374–6 standards 114–16 SMART objectives 210 price 371–4 web services 96–106 vision and mission, defining 203–7 process 377–8 APIs 97 strategy definition 217–32 product 366–8 benefits 96–7 (1) channel priorities 218–20 promotion 376–7 challenges 97–8 diversification of platforms 220 tipping point in 367–8 cloud computing 98–102 (2) market and product what it is 328–33 hosting providers, selecting 102–3 defined 328–33 internal communications development strategies 220–4 digital marketing plan 334, 654 extranet applications 109–14 diversification 223 digital media 19–21, 23 internet TV 113 market development 222–3 communications characteristics intranet applications 107–9 market penetration 222 voice over IP 113 product development 223 358–63 widgets 113–14 right channelling applications individualisation 360–1 ISP connection 103–6 industry restructuring 363 service quality, managing 103 221 integration 361–3, 407 service-oriented architecture 102 (3) positioning and differentiation intelligence 359–60 virtualisation 101–2 interactivity 358–9 strategies 224–5 Web 2.0 23–4 digital business strategy 180–4, 185, (4) business, service and revenue digital media channels 20, 405, 654 654 digital rights management (DRM) 63, models 225–8 alignment 237–42 (5) marketplace restructuring 228 654 investment appraisal 238–42 (6) supply chain management digital signatures 590, 654 productivity paradox 240–2 digital systems, analysis for 521–2 228–9 digital technology projects 521–2 (7) internal knowledge Digitas 134 management 230 (8) organisational resourcing and capabilities 230–2 options, selection of 217–18 strategy implementation 232–7 failed strategies 232–4 success factors 234 digital business transformation 6, 469, 654

Index 671 Direct Line insurance 201–2 and digital business, differences economic and competitive factors Disability and Discrimination Act (UK 13–28 158–62 1995) 151 audience reach, options for 19–24 B2B trading 161–2 disability and discrimination laws 130 transaction models 24–8 globalisation 160–1 disaster recovery 577 legislation 150–4 E-government 164–5 discontinuous change 478, 654 advertising 154 factors in 128 discontinuous process change 479–81 authenticating contracts 153 internet usage issues 154–5 disintermediation 53–5, 363, 654 electronic contracts 152–3 political factors 162–4 Disraeli, B. 469 email risks 153 internet governance 164 disruptive digital technologies 4, 29, intellectual property protection social and legal factors 131–54 B2B profiles 137 654 153 definition business adoption 137 distance-selling law 152–3 marketing 150–2 e-commerce legislation 150–4 diversification in digital business payments 153 e-commerce service adoption marketplace analysis for 42–52 market and product development online process 47–52 131–7 strategies in 223 overview 43–6 e-business services, demand for strategic agility 46–7 of platforms 220 privacy and trust in 137–50 136–7 Dodds, S. 425 anti-spam legislation 145 online channel influence 133 Doherty, N. 30, 185 ethical standards 137 online services. motivation for domain name 150–1, 654 legislation 139 domain name registration 92, 150, 654 personal data 139–45 133–6 domain name selection 90–1 regulations on 145 purchased online 136 dot-coms 66, 654 worldwide regulations on users’ access requirements failure of 70–3 145–50 132–3 downstream supply chain 253, 258, 655 psychographic segmentation of users privacy and trust in e-commerce in digital business 281 134–5 137–50 Dulux (case study) 546–7 sell-side 14 anti-spam legislation 145 Dunelm Mill (interview) 326–8 ethical standards 137 Durex 159 types 17–19 legislation 139 dynamic digital business application servers, selecting 607–8 personal data 139–45 service adoption, factors 131–7 regulations on 145 598, 655 worldwide regulations on dynamic pricing 374, 655 cost of access 131 Dyson, E. 116, 164 ease of use 132 145–50 E2open (case study) 276 e-business services, demand for taxation 155–7 early adopter 166, 655 early (first) mover 227, 655 136–7 freedom-restrictive legislation 157 earned media 19 enablers and barriers to 131, 138 jurisdiction 156–7 easy-jet (case study) 347–9 fear of unknown 132 technology innovation and Eaton, C. 534 online channel influence 133 eBay (case study) 34–7 online services. motivation for assessment 166–70 e-business emerging technology 168–70 133–6 effectiveness 209, 622, 655 competitor analysis for 341–3 purchased online 136 efficiency 209, 622, 655 demand analysis for 338 security 132 efficiency drivers of digital adoption 30 environment for 45 users’ access requirements 132–3 efficient consumer response (ECR) 253, E-business applications infrastructure value proposition 132 structure and responsibilities of team 254, 305, 655 93 effort duration analysis 526–8 EC Information Society Initiative 163 491 E-government 28, 164–5 e-channel service contribution 211 tangible and intangible benefits 31 Eisenberg, B. 556 e-channel strategies 186–8 Ecomum (case study) 71–2 electronic commerce (e-commerce) e-commerce E-consultancy 165 on analysis and design 540–1, 544 13, 655 attrition rate 626 on change management 473–5, electronic communications best organisation structure for 495 business environment for 45 483–4, 490, 492, 496–7 impact on traditional businesses 6–13 business models for 58–66 on digital business strategy 191–2, inbound marketing 6–7 mobile commerce 7–13 online intermediary revenue 195, 210, 218, 230–2 social media marketing 7 models 62–6 on digital marketing 324, 350, 370 Edgar, M. 445–6 monitoring of 157 online publisher models 62–6 e-economy 158 electronic communications, monitoring revenue models 62, 64–5 framework for 158 defined 13–14 e-environment 128–30 579–82 electronic customer relationship management (e-CRM) 393, 655

672 Index electronic marketplace 53, 655 ethical standards in e-commerce 137, Forrester, Research 420, 539, 545, 627 electronic retailers (case study) 427–8 655 forward path analysis 639, 656 Electronic Shopping (ES) test 352 Frazier, G. 375 Ellis-Chadwick, F. 194, 328 Euroffice 450 Fredriksson, A. 213–14 Ellison, N. 19, 418 Euroffice (case study) 450 Freedom House 157 email, unsolicited, minimising 583–5 European Commission 138, 277 freedom-restrictive legislation 157 email attachment viruses 577 Friedman, L. 623, 624 email filter 584 SCM and 277 FT.com (case study) 565–6 email management, security for 583–6 European privacy law 146–7 Furey, T. 623, 624 European Union Gabbot, M. 378, 443 minimising internal email 585–6 gaming platforms 85 minimising spam 583–5 e-commerce regulation 163–4 Garino, J. 219 email marketing 431–5 taxation in 156 Gartner Group 167, 226, 455, 479 email platforms 83 Eurostat 132, 137, 138 Gatarski, R. 319 email risks 153 Evans, P. 29, 55 Georgakoupoulos, D. 523 Emailcenter 434 event-driven process chain (EPC) Ghosh, S. 351–2 emergent strategy 191–2, 655 Gibson, W. 165 emerging users of internet 134 model 529–31 Gladwell, M. 367 Emiliani, V. 372 execution in valuation of online start- Global Data Synchronisation Network employee communications monitoring up companies 67–8 (GDSN) 285 579, 655 expert review 543, 655 globalisation 159, 160–1, 656 employee monitoring legislation 582–3 explicit knowledge 502, 655 Godin, S. 146, 395, 448 Enders, A. 189–90, 191, 193, 203, 204 extended product 366, 655 Google 4 enterprise application integration (EAI) external value chain 266, 270, 656 extranet 15, 656 innovation at (case study) 121–2 112, 655 extranet applications 109–12, 656 keyword usage 339 enterprise resource planning (ERP) on multiscreen usage 170 benefits 110–11 on ROPO 213 applications 93, 655 encouraging use of 112 Smart Insights interview 599–601 Enterprise social media software 15, extranets 15–17 Googlealert 150, 168 Facebook business model (case study) Googlescape 150 655 Gregory, K. 161–2, 264 entity 531, 655 8–12 Griffiths, P. 195, 238 environmental scanning and analysis failure Grimshaw, R. 566 Grossnickle, J. 132 43, 129, 655 in digital business (case study) Grove, A. 32 e-procurement 298–9, 300 469–70 growth hacking 477–8, 656 Grube, Dr R. 317 alternative models 312–13 in digital business strategy The Guardian 201, 406, 566, 588 B2B marketplaces 314–19 implementation 232–4 Gulati, R. 219 barriers and risks 310 Gwyther, M. 67 costs, estimating 308–9 of online start-up companies 68, hacking 586–8, 656 70–3 Hackman, J. 492 savings, impact of 308 Hagel, J. 265, 422 defined 299–304 fault taxonomy in CMS 616 Haji-Ioannou, S. 347–9 Fawcett, S. 623, 624 Halligan, B. 6, 7 participants in 303–4 feed-based data exchange platforms 83 Hallowell, R. 493 process of 301–2 Feinberg, R. 443 halo effect (media multiplier) 428 types 302–3 field 531, 656 Hamill, J. 161–2, 264, 510 dtrivers 304–7 filtering software 581, 656 Hammer, M. 480 benefits of 305–6 financial resources in digital business Hannon, N. 110 future of 319 Hansen, M. 504, 506 implementation of 310–14 strategy 197–8 Hanson, W. 639 integration with suppliers 312–14 The Financial Times 241 hardware infrastructure, creating 92–3 process flow analysis 301 financing in valuation of online start-up Hasselbring, W. 94 e-procurement systems 300 Haven, B. 395 e-purchasing 300 companies 68 Hayes, J. 496, 499 Erdem, T. 378 Firebox.com (case study) 72–3 Hayes, R. 273 established users of internet 135 firewall 575, 588 e-supply chain management (e-SCM) first-party cookies 147, 656 benefits of 277, 279–80 Fisher, A. 213–14 global distribution, managing 289–90 Fisher, M. 280–1 goal-setting and performance five competitive forces, internet’s standards 287–91 impact on 200 partnerships, managing 287–9 Fjermestad, J. 364, 374 Fletcher, K. 141 framework for 288 flow process charts 525–6 ethical hacker 588, 655 Flurry 12 Fogg, B. 557, 559 form validation 605

Index 673 Hedelin, P. 234–7 information architechure in website internal value chain in SCM 266 Hedin, M. 504 design 550–5, 656 restructuring 267–8 Hedstrom, C.A. 213 Henley Centre 161, 585 blueprints 552, 553 internet 4, 657 Herbert Smith (case study) 306 card sorting 552 advertising on 154 Heskett, J. 437 cascading style sheets (CSS) 555 five competitive forces, impact on Hewson, Consulting Group 454 plate template 555 200 Hinchcliffe, D. 510 storyboarding 554 usage issues 154–5 hip hop clothing (case study) 488 wireframes 552, 554–5 hit 629, 656 information asset register (IAR) 576, Internet Corporation for Assigned Hitt, L. 241 Names and Numbers Hitwise 202 656 (ICANN) 118 Hofacker, C. 562–3 information asymmetry 275, 656 Hoffman, D.L. 25, 359, 406, 560 information security, 656 Internet Engineering Task Force 119 Holdsworth, L. 568 internet governance 116–22, 164, 657 Hortal, R. 180–4 management of 576 Horton, S. 560 policy 576 companies influencing 119–20 hosted solution of digital business information service use, controlling 579 net neutrality principle 117 information supply chain 275, 656 open-source software 120–1 systems 602, 656 infrastructure as a service (IaaS) 96, 656 organisations 118–19 hosting providers, selecting 102–3, initiation of digital business system internet marketing metrics 622, 657 Internet Media in Retail Group 154 656 487, 656 Internet of Things 280 house list 435, 656 innovation internet protocol television (IPTV) 113 HSBC 155 internet pureplay 66 at Dell Computer 227–8 Internet Retailer 642–6 case study 439 at Google 121–2 Internet Retailing 248 Hsieh, T. 71, 443–5 in valuation of online start-up internet revenue contribution 211 Hughes, J. 285–6 internet service providers (ISPs) 89–90, Hughes, S. 185 companies 67 human resources innovative business models 57 657 Institute of Logistics and connection methods 103–6 in digital business strategy 197–8 requirements in change management Trandportation 263 availability 105–6 integration security 106 490–4 speed of access 103–5 outsourcing 492–4 in digital marketing 361–3 Internet Society 119 staff retention 492 of interactive communications in internet technology 89–90 Human-centred Design Processes for internet TV (IPTV) 113 CRM 407 internet-based market research 633 Interactive Systems 543 intellectual property rights 130, 153, interruption marketing 395, 657 hype cycle 166–7, 656 interstitial ads 430, 657 IBF 266, 306 656 intranet 15, 657 IBM 533 protection of 153 intranet applications 107–9 IDC Research 277, 504 intelligence in digital marketing 359–60 cost cutting 107–9 identity theft 139, 656 interactive advertising 21, 428–31 encouraging use of 112 IFO-Basware 31`1, 301 interactive communications in CRM Intranet Benchmarking Forum (IBF) impact assessment of monitoring 405–7 107–9 activities 582, 656 integration 407 intranets 15–17 implementation phase 598, 656 intermediaries 406–7 inventory turnover 251, 657 inbound email marketing 431, 656 media, changes in 406 i-to-i TEFL (case study) 570–2 inbound logistics 263 monologue to dialogue 405 Jackson, S. 398 inbound marketing 6–7, 331, 656 from one-to-many 405–6 Jacobsen, I. 544 incremental change 478, 656 push to pull 405 Janda, S. 542 independence of location 363 interactive signage 85 Janssen-Cilag Australia (case study) individualisation in digital marketing interactivity 405, 656 in digital marketing 358–9 507–9 360–1 intermediaries, 657 Jaworski, B. 34 indoor kiosk apps 85 analysis in digital marketing 343–4 Jay, K.E. 499 industry restructuring in digital in interactive communications in Jeffcoate, J. 234 Jelassi, T. 189–90, 191, 193, 203, 204 marketing 363 CRM 406–7 Jenkins, D. 254 influencers in online marketplace 50–1, 59 Jesson, B. 470 Jevons, C. 161–2, 378, 443 analysis in digital marketing 343–4 types 57–8 Joachimsthaler, E. 224, 379, 380 in marketplace 50–1 search engines 49–50 internal communications in types 57–8 E-government 28 internal email, minimising 585–6 internal knowledge management 230 internal marketing audit 344

674 Index Lewin, K. 498 diversification 223 Lewis, H. 400 market development 222–3 Johnson, E. 371 Lewis, M. 51 market penetration 222 Johnson, G. 184, 189–90 Lewis, R. 400 product development 223 Johnson, M. 316 life cycle stage segmentation 355 right channelling applications 221 Jones, D. 268–9 lifetime value (LTV) 442, 448, 657 market development 222–3 Jones, L. 319 Line56 317 market penetration 222 Jones, T. 437 link anchor text 411, 657 market positioning 351–2 Jonsson, P. 270 link-building 417, 657 market segmentation 353 Jorgensen, P.C. 615–16 live environments for digital business marketing mix 224, 363–4, 657 Jun, M. 447 elements of 364 just-in-time (JIT) 264 systems 609 marketing-led site design 556, 657 Kalakota, R. 13, 192, 268, 299 local markets (case study) 570–2 marketplace, 657 Kambil, A. 57 localisation 159, 657 analysis for e-commerce 42–52 Kampas, P. 89 location, independence of 363 Kaplan, R.S. 216 location-based marketing 83, 84–5, 657 online process 47–52 Kaplan, S. 318–19 log-file analyser 629, 633–4, 657 overview 43–6 Karibian, G. 450 logistics management (materials strategic agility 46–7 Katz, M. 160 restructuring 228 Kaushik, A. 599–601 requirement planning (MRP) trading location in 53–8 Keiningham, T. 404 and just-in-time (JIT)) 264, channel structures 53–5 Kesh, S. 589 657 intermediaries and influencers key partners in e-commerce 60 Logitech 612–13 key performance indicators 210–11 long-tail concept 364, 365–6, 657 57–8 keyphrase (keyword phrase) 411, 657 Loveman, G. 437 multichannel models in 55–6 Kickstarter (case study) 250–1 Lundkvist, A. 319 transactions in 57 Kim, P. 510 Lynch, P. 560 see also online marketplace Kirby, J. 435 Lynch, R. 184, 203, 206 Marsden, P. 367–8 Kirby, K. 404 Ma, Jack 314–15 Marshak, R. 545 Kjellsdotter, L. 270 Mcafee, A. 78, 241 Martin, C.L. 367–8 Klein, L. 159, 194, 264, 367, 371 McAulay, L. 185 mashups 24, 657 Kluge, J. 308 McCarthy, J. 363 Mason, R. 141, 202 KM Column 112 McClure, D. 71 mass customisation 366, 657 Knight, K. 565 McCutcheon, D. 288–9 in customer retention management knowledge 502, 657 McDonald, M. 55–6, 189–90, 218, 331, 358, 378 438–40 defined 502–3 McFarlan, F. 195 Match.com (case study) 435 management of 501–9, 657 McGaffin, K. 417 materials requirement planning (MRP) machine-to-machine (M2M) collaborative approaches 507 applications 280, 657 264 implementation of 504–5 McKenney, J. 195 maverick purchasing 310 knowledge, defined 502–3 McKinsey Consultants 473 Meckel, M. 161–2 objectives 503–4 macro-viruses 577 media technologies for 505–6 Magiq 79–82 Knudsen, D. 304 Magretta, J. 271 changes in communications in CRM Koch, O. 317 Maguire, B. 152 406 Kotler, P. 401, 623 maintenance, repairs and operations Kraut, R. 272 (MRO) 303 multiplier (halo effect) 428, 658 Kumar, N. 207, 211 maintenance activities 598, 657 queries 565, 658 Kumar, V. 388, 404 maintenance phase 598, 657 see also digital media Lancaster, A. 542 Malmsten, E. 234–7 Meeker, Mary 7, 12 Lautenborn, R. 364 Malone, M.S.C. 271 Mekhilef, M. 502 Law of Common Name 380 Malone, T. 272, 279 Mello, A. 455 Law of the Proper Name 380 malware 131, 574, 657 Mendelsohn, A. 535 Lawson, M. 519–21 managed email service 578, 657 Metamediaries 319, 658 Leander, K. 234–7 March, S. 275 meta-tags 413, 658 Lecinski, J. 6 Marchand, D. 208 metrics Legner, C, 254, 275 Marinos, G. 275 Amazon case study 642–6 Leonard, S. 621 market and product development collecting, tools and techniques Levine, R. 418 strategies 220–4 Levy, M. 194 629–39 AB testing 635–6 clickstream analysis 637–9 multivariate testing 636–7 on-site search effectiveness 639 operational data 632

Index 675 site outcome data 631 Neely, A. 622 failure 68, 70–3 site-visitor activity data 629–30 net promoter score (NPS) 402–4, 658 valuation of 67–8 strategic data 632 network diagrams in workflow online value proposition (OVP) 33, 51, tactical data 632 visitor segmentation 639 management 528–9 224, 356, 659 in performance measurement 623–7 network neutrality 117, 658 on-site search effectiveness 639 standards 630–1 neutral B2B exchanges 316–17 Openmarket 640 web analytics tool, selecting 632–5 neutral sites 56 open-source software 120–1, 659 microformats 24, 116 New Media Age 427–8, 439 operational data, collecting 632 microsite 429 Next Gen users of internet 135 opt-in communications 146, 395, 659 Microsoft 424 niche media sites 50 opt-in email marketing 21 middleware 111, 658 Nielsen, J. 13, 104, 397, 425, 543–4, 558, opt-out communications 146, 395, 659 milestones 486, 658 O’Reilly, T. 24 Millar, V. 269 561 Organisation for Economic Miller, T. 233 Nielsen’s (case study) 425 Mintzberg, H. 191 Nitish, S. 160 Co-operation and Mitnick, K. 587 Nolan, R. 193 Development (OECD) 156 Mitra, S. 58, 303, 304–5 Norton, D.P. 216 organisational analysis in digital mixed-mode buying 363, 658 notification in e-commerce 141, 658 business strategy 196–7 mobile applications or site-based 86–7 Novak, T.P. 25, 359, 406, 560 organisational capabilities in digital mobile apps 12, 83, 658 Novo, J. 451–2 business definition 230–2 mobile commerce 7–13 Noyes, J. 523, 538, 548 organisational change 478, 659 mobile commerce (m-commerce) 12, Nunes, P. 57 organisational culture in managing Ofcom 103, 116 change 500–1 658 Osterwald, A. 58 mobile marketing 83, 658 on net neutrality 117–18 outbound email marketing 431 mobile phone platforms 83 offline marketing communications 405, outbound logistics 263, 659 management of 281–3 challenges 84 658 outdoor kiosk apps 85 mobile website design 562–7 off-the-shelf implementation of digital outsourcing in change management 492–4 adaptive design 567 business systems 602 options 493 responsive design 564–5 Oldham, G. 492 overlay 430, 659 screen-scrape 564 Olson, Ken 165 owned media 19 simple site 563 Olve, N. 216–17 packaged implementation of digital monologue to dialogue O’Malley, L. 389 business systems 602, 659 1 to 1 Media 627 page impression 629, 659 communications in CRM 405 one-to-many communications in CRM page rank 413, 659 Morgan, C. 73 paid media 19 Morris, R. 586–7 405–6 Pandia 98 Morris, R.J. 367–8 online advertising law 130 Pant, S. 237, 521 Morville, P. 550, 552, 559–61 online branding 378–81 parallel corporate strategy model Mougayer, M. 13 189–90 Mougayer, W. 111 importance of 380–1 Parasuraman, A. 445 multichannel and omnichannel online business model 58, 658 Parker, R. 424 online buyer behaviour 133, 658 Parsons, A. 494–5 marketing 23, 658 online customer experience 540, 658 partnerships multichannel digital business strategy online market ecosystem 47, 659 in e-supply chain management online marketing communications (e-SCM) 287–9 187, 658 online 20–1, 426–8 multichannel evaluation 627 409–18, 659 path to purchase 42, 659 multichannel marketing strategy 23, online marketplace 42, 659 Pay-per-click (PPC) advertising 151 Pay-per-click (PPC) search marketing 55, 658 customer segments 49 20, 659 multichannel models in online destination sites 51 pay-per-view access 63 intermediaries, influencers and Pebble Watch (case study) 250–1 marketplace 55–6 Penguin Books (case study) 329 Multilingual 160 media sites 50–1 people variable in digital marketing multiscreening 42, 170, 658 map of 49 377–8, 659 multi-tenancy SaaS 97, 658 resources for analysis of 51, 52 Peppers, B. 397 multivariate testing 636–7 search intermediaries 49–50 Myers, J. 185 online partnerships 20–1, 426–8 Nadler, D. 478 online PR 20–1, 417, 659 Naim, G. 290–1 online revenue contribution Napier, R. 621 in digital business strategy 211 Napster (case study) 380 in digital marketing 346 online start-up companies 66–73 businesses, assessing 67

676 Index Pereira, A. 159 privacy and trust in e-commerce push marketing communications 358, performance drivers 399, 659 137–50 660 performance management system 622, anti-spam legislation 145 push media 405, 660 659 ethical standards 137 push supply chain 265–6, 660 performance measurement system 622, legislation 139 push to pull communications in CRM personal data 139–45 659 regulations on 145 405 permission marketing 146, 395, 659 worldwide regulations on 145–50 PwC 289 Perrott, B. 30, 198 privacy statement 149, 660 qualified lead 397, 660 persistent cookies 147, 659 private B2B exchanges 316–17, 660 quality score 414, 660 persona analysis of site design 545 Proactis 298–9 Quayle, M. 161, 163 persona in customer demand analysis process 522, 660 Quelch, J. 159, 194, 264, 367, 371 process analysis in digital business Quinn, J. 191 340, 659 Qype (case study) 12 personal data 139–45, 659 strategy 193–8 RACE 325 personalisation, 659 application portfolio analysis 195–6 human and financial resources marketing value framework 398–9 in customer retention management radio-frequency identification (RFID) 438–40 197–8 organisational and SWOT analysis 280–1, 661 software 79–82 case study on 290–1 persuasion marketing 556, 659 196–7 Rafferty, A. 329 Peters, L. 405, 406 stage models 193–5 Ramsden, R. 201 Petersen, E. 621 process mapping 522, 660 rapid application development (RAD) Phillips, S. 281 process modelling in digital business phishing 579, 659 489, 661 physical distribution management 522–31 Rappa, M. 61 process dependencies 524 Raskin, O. 132 (PDM) 263–4 task analysis and decomposition Ravichandran, T. 237, 521 physical evidence variable in digital Rayport, J. 34, 53, 265, 266 523–4 Reach-Act-Convert-Engage model marketing 377–8, 659 validating new model 531 Picardi, R. 226 workflow management 524–31 (RACE) 398 Pigneur, Y. 58 process variable in digital marketing reactive change 478, 661 plan and schedule in change Really Simple Syndication (RSS) 7, 661 377–8, 660 real-time experience tracking (RET) 48 management 487–8 product development in digital business reciprocal links 417, 661 Plant, R. 237, 623 record 531, 661 Plastics Net 319 223 referrer 407, 624, 661 plate template 555 product environments for digital regulations on e-commerce 145 Platform as a Service (PaaS) 96 platform diversification 220 business systems 609 worldwide 145–50 PMP 168, 256–7 product positioning in digital Reichheld, F. 388, 402–3, 437–8 podcasts 19, 417, 659 Reinartz, W. 388 Poon, S. 161–2 marketing 351–2 reintermediation 54–5, 363, 661 Port80 606 product propensity modelling 453 relationship 531, 661 portal 58, 660 product variable 366, 660 relationship segmentation 353–4 Porter, M. 199–200, 224, 266, 267, 269, productivity paradox 240–2, 660 research online purchase online profile in valuation of online start-up 270 (ROPO) 213, 661 positioning in digital marketing 351–2, companies 68 research users of internet 134 project governance and change resource analysis in digital business 356 positioning strategies 224–5 management 483–6 strategy 193–8, 661 Poulsen, K. 587 propensity modelling 453, 660 application portfolio analysis 195–6 Powell, P. 194 prototype 489, 660 human and financial resources 197–8 Premier Farnell (case study) 248–9 prototyping, 660 organisational and SWOT analysis Prentiss, P. 71 prescriptive strategy 191, 660 in change management 489–90 196–7 price comparison sites 50, 201–2 of software development 598 stage models 193–5 price elasticity of demand 372–3, 660 psychographic segmentation 354, 660 resource-advantage mapping in digital price variable 371, 660 of users 133, 134–5 pricing models 371, 660 public-key (asymmetric) encryption business strategy 203 primary key 532, 660 resources in e-commerce 60 primary persona 545, 660 589, 660 responsive mobile website design 564–5 Pritchard, S. 248–9 Pulizzi, J. 613 Rettie, R. 560 Privacy and Electronic pull marketing communications 358, return on investment, calculating 640 revenue models 62, 225, 661 Communications Regulations 660 Act (UK 2003) 146, 660 pull media 405, 660 pull supply chain 265–6, 660 Pullen, F. 306–7 punchout catalogue 314, 660 Purinton, E. 559

Index 677 in digital business definition 225–8 search engine optimisation (SEO) 20, service level agreements (SLA) 106, 662 for e-commerce 62 151, 412, 661 service models in digital business calculation of 64–5 search engines 58, 409, 661 definition 225–8 revenue stream in e-commerce 60 search intermediaries 49–50 service-oriented architecture 102, 662 reverse path analysis 639, 661 search marketing 7, 661 session cookies 147, 662 Revolution 186, 188, 347–9, 450, 621 searching behaviours 400, 661 7S strategic framework for change RFID (radio-frequency identification) secondary key 533, 661 secret-key (symmetric) encryption 589 management 474 280–1 secure e-commerce transactions 588–9 Seybold, P. 355, 545 case study on 290–1 secure sockets layer (SSL) 590–1, 661 Shah, D. 6, 7 Rice, S. 415 security design for digital business 572–91 share of customer 448, 662 rich media 7, 661 share of search 50, 662 Ries, A. 380 common threats and solutions 573 share of wallet 448, 662 Ries, L. 380 current approaches to 590–1 Sharma, A. 393 Riggins, F. 58, 303, 304–5 Sharma, S.K. 155 right channelling in digital business 221 certificates authorities 590, 591 Shell Chemicals (case study) 259–63 risk management 511, 661 secure sockets layer (SSL) 590–1 Sherman, J. 71 and change 511–12 customer, reassuring 591 Sheth, J. 393 risks in e-procurement 310 developing, approaches to 589–90 Shore, J. 598 Robbins, B. 16 digital certificates 589 short-message service (SMS) 109 Robertson, J. 552 digital signatures 590 Siikavirta, H. 154 Robinson, H. 429, 430 electronic communications, Simon, H. 371 Robinson, M. 192, 268, 299 Simon, R. 512 robots 58, 411 monitoring 579–82 Simon, W. 587 Robson, W. 240 email management 583–6 Simons, M. 206 Rodgers, S. 133 Singh, N. 159 Rodin, R. 248 minimising internal email 585–6 single-source systems 94 Rogers, E. 166 minimising spam 583–5 single-tenancy SaaS 97, 662 Rogers, P. 397 employee monitoring legislation Sircar, S. 241 Rohm, A. 238, 325 Sissors, J. 431 Romanow, S. 621 582–3 site outcome data, collecting 631 Rosen, D. 559 hacking 586–8 site-visitor activity data, collecting Rosenfeld, L. 550, 552, 559–61 Round, M. 635, 642 protecting computer systems 587–8 629–30, 662 Rowley, J. 185 information service use, controlling situation analysis 43, 662 Rowley, M. 306 RS Components (case study) 306–7 579 in digital marketing 336–44 Ryan, J. 428 secure e-commerce transactions competitor analysis 341–3 Sambasivan, M. 287 customer demand analysis 338–41 Samson, A. 404 588–9 influencer analysis 343–4 Sandvik Steel (case study) 213–14 viruses, managing 577–9 intermediary analysis 343–4 SAP 279 Security Exchange Commission 371 internal marketing audit 344 Sarkar, M. 58 segmentation, 661 Sasser, W. 437 in digital marketing 353–4 small and medium size enterprises satisficing behaviour 371, 661 and targeting in CRM 448–53 (SMEs) Saunders, R. 501 Sawhney, M. 318–19 product propensity modelling 453 and international e-commerce 162 Saxo Bank (case study) 415 relevant e-communications 450–1 software applications for 603 scalability 493, 661 RFM analysis 451–3 Smart, A. 304 scanning software 580, 661 seller-controlled sites 56 Smart Insights 330, 333, 535, 544, 614 scenario analysis of site design 545 seller-oriented sites 56 interviews Schefter, P. 388, 437–8 sell-side e-commerce 14, 661 Schein, E. 498 implementation challenges 473–8 ao-com: real world experiences Schemm, J. 254, 275 types 17–19 519–21 Schlesinger, E. 437 sell-side threats in digital business Schneider, G. 547 Conversion Rate Expert: digital Scholes, K. 184, 189–90 strategy 201–2 marketing 470–2 Scott Bader 363 customer power and knowledge 201 scrum 490 of intermediaries 201–2 Dunelm: digital strategy search engine marketing 20–1, 409–18 semantic web 115–16, 661 development 326–8 senior management and change 497–8 Google: real world experiences in sell-side e-commerce 599–601 implementation 476 SMART objectives in digital business sense and respond communications strategy 210 394, 662 Smith, D.C. 499 SEO support 604–5 Smith, D.L. 577 SEOMoz 605 Smith, J. 16 sequential marketing strategy models Smith, M. 72 189–90

678 Index Smith, N. 415 buy-side threats 202 Suncorp (case study) 15–16 Smith, P. 20, 189–90, 334, 366, 377, 378, intermediaries’ power 202 superaffiliates 50–1 suppliers power 202 suppliers in E-government 28 393, 409, 426, 435 supply chain management (SCM) 24–5, Smith, S.S. 481–3 capability maturity model 198 Smoothspan 98 competitive environment analysis 248–52, 663 Snowden, D. 504 defined 252–66 social business, change for 510–11 198–9 social commerce 15, 662 demand analysis 199 development of 263–5 social CRM 393, 418–36, 662 competitive threats, assessment logistics 263 past, present and future of 256–7 categories 422–4 199–202 push and pull models 265–6 developing strategy 419–21 new business models 201 simple model of 255–8 email marketing 431–5 new entrants 199–200 supporting technology 253–5 interactive advertising 428–31 new products 200–1 in digital business 275–84 online partnerships 426–8 competitor analysis 203 adoption rates 277–8 social CRM strategy 421–2 resource-advantage mapping 203 applications 277 social media marketing 435–6 co-opetition 203 definition 228–9 social networks 424–5 resource and process analysis 193–8 downstream management 281 social engineering 587, 662 application portfolio analysis information infrastructure for social media 7, 662 laws 130 195–6 283–4 social media marketing 7, 21, 418, human and financial resources outbound logistics management 435–6, 662 197–8 281–3 social network sites (SNS) 17, 662 organisational and SWOT analysis restructuring 275–84 social networks 19, 424–35, 662 and RFID 280–1 social sign-in 531–2, 662 196–7 technology options 275–6 soft launch 609, 662 stage models 193–5 upstream management 280 soft lock-in 29, 662 sell-side threats 201–2 implementation 284–6 software customer power and knowledge data standardisation and exchange development methodologies 598 201 284–5 filtering 581 of intermediaries 201–2 strategy process 285–6 as a service (SaaS) 96, 97–8 strategic data, collecting 632 problems of 251–2 software (intelligent) agents 319, 662 strategic objectives of digital business restructuring options 272–4 Solis, Brian 510 value chain 266–72 SOSTAC framework for digital 203–17, 662 analysis of 268–70 business value, creating 207–8 value networks 270–1 marketing planning 334–5 objective setting 209–17 value stream 268 SourceUK (case study) 165 in virtual organisation 271–2 spam 145, 440, 583, 662 balanced scorecard approach see also e-supply chain management 216–17 minimising 583–5 (e-SCM) Sparrow, A. 150, 152 conversion modelling for sell-side supply chain network 253, 663 spiders 58, 411 commerce 211–13 supply chain visibility 283, 663 Spinrad, P. 104 Sveiby, K.E. 502–3 Sport Obermayer 281 online revenue contribution 211 Sviokla, J. 53, 266 staff retention in change management SMART objectives 210 Swatman, P. 253 vision and mission, defining 203–7 SWOT analysis in digital business 492 strategy 184, 662 stage models 32, 662 in CMS, managing 611–14 strategy 196–7, 663 in digital marketing plans 350–8 symmetric encryption 589, 663 in digital business strategy 193–5 initiatives, focus of 350–1 system design 536, 663 standards compliance 603 implementation in digital business systems development life cycle 487, 663 start-up companies see online start-up systems integrator 611, 663 strategy 232–7, 663 systems software infrastructure, companies failed strategies 232–4 Steinfield, C. 279–80 success factors 234 creating 92–3 Sterne, J. 621 strategy process models 189–92, 663 tablet platforms 83 stickiness, on-site 625, 662 Stuart, F. 288–9 tacit knowledge 502, 663 Stone, M. 454 style sheets 604 tactical data, collecting 632 Storey, J. 506 subject access request 144, 663 tactics in digital marketing 363–78 storyboarding 554, 662 subscriber data access 63 Strassman P. 240–1 subscription access 63 people 377–8 strategic agility 46, 662 success in digital business strategy physical evidence 377–8 strategic analysis of digital businesses place 374–6 implementation 234 192–203, 662 Sull, D.N. 46–7 Sullivan, U. 56 Sultan, F. 238, 325 Sun, S. 275

Index 679 price 371–4 trademark protection laws 130 in SCM 266–72 process 377–8 trademarks 153, 663 analysis of 268–70 product 366–8 traffic in valuation of online start-up internal, restructuring 267–8 promotion 376–7 in virtual organisation 271–2 tag-based measurement 633 companies 68 tailored development of digital business traffic-building campaign 409, 663 value network 25, 664 Tranmit 308 in SCM 270–1 systems 602, 663 transaction fee revenue 63 Tarbuck, D. 278–9 transactions in online marketplace 57 value proposition 59, 132 target market strategies 223, 352–8, 663 transformation challenges in change value segmentation 355 task analysis 523, 663 value stream 268, 664 task-based users of internet 134 472–8 van Duyne, D. 453 Tatu (case study) 21–3 Transversal 447–8 Varian, H. 50 taxation 155–7 Trocchia, P. 542 Variani, V. 340, 357 trojan viruses 577, 663 Vaturi, D. 340, 357 freedom-restrictive legislation 157 Trott, P. 167 vendor-managed inventory (VMI) 257, jurisdiction 156–7 Tse, T. 220 Taylor, D. 531 Tucker, D. 319 305, 664 Taylor, S. 445 Tynan, C. 389 Venkatram, N. 61 technological drivers of digital adoption Tyrwhitt, C. 220 vertical integration 273, 664 UK Institute of PR 416 vertical media sites 50 30–1 Ultralase (case study) 557–8 video-marketing platforms 83 risks and barriers 32–4 uniform (universal) resource locator viral marketing 149–50, 435, 664 technologies for knowledge virtual integration 273, 664 (URL) 91 virtual organisation in SCM 271–2, 664 management 505–6 uniform resource locators 91–2 virtual private network (VPN) 590, 664 technology hunting 168 unique visitors 51, 629, 663 virtual world 7, 664 technology innovation and assessment upstream supply chain 253, 258, 663 virtualisation 101–2, 272, 664 viruses, managing 577–9 166–70 in digital business 280 Vision Express (interview) 390–2 emerging technology 168–70 URL strategy 91, 663 visitor segmentation 639 technology interface management usability 540, 663 Vlosky, R. 109, 110 use-case analysis of site design 544–50 VMware 101–2 (TIM) 264–5 voice over IP (VOIP) 113, 664 technology mining 168 persona analysis 545 Waddell, D. 481, 497 technology networking 168 scenario analysis 545 Wall, J. 427 technology scouting 168, 663 stages in 547–50 Wallace, N. 507–9 TEFL (case study) 69–70 Ward, J. 195, 238 Telecommunications Information develop use-cases scenarios 549–50 Ward, S. 140 identify actors 547 Warden, S. 598 Networking Architecture identify use-cases 547–8 Warner, H.M. 165 Consortium (TINA-C) 119 relate actors to use-cases 548 Warner, M. 272 Tesco (case studies) user-centred design (UX) 538, 664 waterfall model of software CRM 457–9 user-centred website design 538–72 virtual stores 87–8 elements of design development 598 Tesco Information Exchange 270, 280, 281 content design 562 Waterman, R.H. 32, 473 test environments for digital business page design 562 Watson, Thomas 165 systems 609, 663 structure 558–62 Watts, D. 425 test specification 608, 663 Web 2.0 23–4 testing implementation of digital site navigation schemes 560–2 Web 2.0 concept 24, 664 business 608–9 site organisation 559–60 Web 3.0 concept 25, 664 thin client 537, 663 site personality 558–9 web accessibility 604, 664 ThingWorx 280 evaluation of 544 web analytics 621–7, 664 third-party cookies 147, 663 information architechure 550–5 Thomas, J. 56 mobile design 562–7 creating system 622–3 3 Suisses France (case study) 282–3 usability 543–4 defining metrics 623–7 3M (case study) 229 guidelines 540–1 three-tier client-server 537, 663 use-case analysis 544–50 channel buyer behaviour 625 Thurner, R. 563 web accessibility 567–70 channel outcomes 626 Timmers, P. 268 user-generated content 23–4 channel profitability 627 tipping point in digital marketing user-testing 540 channel promotion 624–5 367–8, 663 utility computing 98, 664 channel satisfaction 625 Tjan, A. 218 value added tax (VAT) 156 multichannel evaluation 627 Tognazzini, B. 165, 540–1 value chain 24, 25, 664 tool, selecting 632–5 Toptable (case study) 432–4 total cost of ownership (TCO) 107, 663

680 Index Web Analytics Association (WAA) 621 Weigand, R. 54 effort duration analysis 526–8 web classification 552, 664 Weinberg, T. 7 event-driven process chain model web design persona 545, 665 Welch, M. 44, 45 Web Motivation Inventory (WMI) 133 Wells Fargo Financial (case study) 481–3 529–31 web project management Western Union 165 flow process charts 525–6 Wheelwright, S. 273 network diagrams 528–9 challenges 484 Whinston, A. 13 World Wide Web (WWW) 4, 665 success factors 484 White, G. 207 World Wide Web Consortium 119, 151, web services for digital business White, S. 501 whitelist 585, 665 603 96–106, 665 Whiteman, N. 428 worm 577, 665 APIs 97 widgets 20, 113–14, 665 Wroblewski, L. 562 benchmark comparison of corporate Wigand, R. 272 Wurster, T.S. 29, 55 Willcocks, L. 237 www.i-to-i.com (case study) 69–70 websites 342 Wilson, D. 57 Xing, X. 371 benefits 96–7 Wilson, H. 55–6, 218, 331, 358, 627 XML applications 114–15 challenges 97–8 Windham, L. 437 Yelp (case study) 12 cloud computing 98–102 Winters, J. 547 Yen, J. 275 hosting providers, selecting 102–3 wireframes 552, 665 Zappos (case study) 443–5 internal communications wireless communications 4, 665 Zeldman, J. 603 Wisner, J. 623, 624 Zero Moment of Truth (ZMOT) 6, extranet applications 109–14 ‘wobbly shopping carts’ 105–6 internet TV 113 Wodtke, C. 545, 554 665 intranet applications 107–9 Womack, J. 268–9 Zipf, G.K. 365 voice over IP 113 Wood, S. 505, 554, 585, 602 Zona Research 446 widgets 113–14 Workflow Management Coalition Zuckerberg, Mark 9, 11 ISP connection 103–6 service quality, managing 103 (WfMC) 524 service-oriented architecture 102 workflow management (WFM) in virtualisation 101–2 Webb, K. 390–2 digital business 524–31, 665 website standards for e-commerce 619–20