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Mobile Electronic Commerce by June Wei

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3
chapter one
Enhancing the effectiveness
of mobile electronic
commerce strategy
A customer orientation approach
Mahmoud M. Yasin, Pedro M. Torres,
and Carlos F. Gomes
Contents
Learning objectives ............................................................................................ 4
1.1 Introduction ...............................................................................................4
1.2 Digital competitive environment ...........................................................6
1.2.1 Background ....................................................................................6
1.2.2 Growth and potential ...................................................................7
1.3 Business organizations as open systems ............................................... 9
1.4 Digital strategy .......................................................................................... 9
1.4.1 Reasons behind mobile electronic commerce
implementation .............................................................................9
1.4.2 Modications required for mobile electronic commerce
implementation ........................................................................... 10
1.4.3 Hindering factors of mobile electronic commerce
implementation ........................................................................... 10
1.4.4 Implementation issues ............................................................... 11
1.4.5 Patterns of utilization of mobile electronic commerce .......... 11
1.5 Performance measurement systems..................................................... 13
1.6 Conclusion ............................................................................................... 15
1.7 Implications ............................................................................................. 17
References .......................................................................................................... 17
4 Mobile Electronic Commerce
Learning objectives
Upon completing this chapter, the student should be able to have an
understanding of the following:
1. The emerging opportunities in the mobile electronic commerce
competitive environment
2. The nature of business organizations as open systems and their rea-
sons for implementing and effectively utilizing mobile electronic
commerce
3. The organizational modications needed toward an effective imple-
mentation process of mobile electronic commerce
4. The role of performance management toward improving organiza-
tional performance in the mobile electronic commerce environment
5. The importance of the customer orientation in the mobile electronic
commerce environment
6. The operational and strategic outcomes of mobile electronic com-
merce in achieving the customer orientation and an organizational
strategic competitive advantage
1.1 Introduction
In recent years, the landscape of the competitive environment has been
colored by a host of digital-based technologies, strategies, and competitive
methods, which are aimed at enhancing the customer orientation, opera-
tional efciency, and strategic competitiveness. In this context, mobile
electronic commerce (m-commerce) and electronic commerce (e- commerce),
among others, are becoming very popular as components of the growing
and upcoming digital competitive strategy wave.
As a response to the unmistakable and growing digital competitive
pressures, today’s open system organizations are nding it to be a neces-
sity, rather than a mere luxury, to jump on the digital strategic bandwagon.
In this context, many organizations are going digital just to join the crowd.
As such, these organizations do not want to be left behind. In recent years,
organizations operating in e-business cultures, as well as those operating
in more traditional business cultures, have been attempting to enhance
their customer orientation through the adoption of some sort of the digital
approach. Such approach includes the applications of m-commerce and
e-commerce, among other e-technologies aimed at the customer.
While the potential benets of well-designed digital-based strategic
approaches, such as m-commerce and e-commerce, have not been ques-
tioned, achieving such benets has been a subject of concern among prac-
ticing managers and scholars alike. In their rush to join the e-crowd, many
organizations have utilized a me-too approach to the implementation of

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