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40 Part 1 Introduction

Part 2: Strategy and applications

In Part 2 of the book approaches to developing e-business strategy are covered by reviewing
how e-business strategy and applications should be developed for the organization as a
whole (Chapter 5) and with an emphasis on the buy-side (Chapters 6 and 7) and the sell-side
(Chapters 7 and 8).

Chapter 5: E-business strategy. Approaches to developing e-business strategy. Differences
from traditional strategic approaches. Relation to IS strategy.
Chapter 6: Supply chain management. A supply chain perspective on strategy with examples
of how technology can be applied to increase supply chain and value chain efficiency.
Chapter 7: E-procurement. Evaluation of the benefits of adopting e-procurement.
Chapter 8: E-marketing. A sell-side e-commerce perspective to e-business reviewing differ-
ences in marketing required through digital media.
Chapter 9: Customer relationship management. Using e-commerce as part of acquiring,
retaining and extending the range of products sold to customers.
Here we introduce some of the strategy issues involved with e-business using the classic
McKinsey 7S strategy instrument (Waterman et al., 1980). This is summarized in diagram-
matic form in Figure 1.15 and in table form in Table 1.5 to highlight some aspects that need
to be managed when developing an e-business strategy and that are covered in this text
(Activity 1.5).

Structure

Strategy Systems

Superordinate
goals

Skills Style

Staff

Figure 1.15 The McKinsey 7S framework
Source: Adapted from Waterman et al. (1980)