Page 26 - Introduction to Electronic Commerce and Social Commerce

Overview of Electronic Commerce 1
and Social Commerce

Contents Learning Objectives
Opening Case: How Starbucks Is Changing
to a Digital and Social Enterprise ............................................... 3 Upon completion of this chapter, you will be able to:
1. Define electronic commerce (EC) and describe its vari-
1.1 Electronic Commerce: Definitions and Concepts ............ 6
ous categories.
1.2 The Electronic Commerce Field: Growth, 2. Describe and discuss the content and framework of EC.
Content, Classification, and a Brief History ..................... 7
3. Describe the major types of EC transactions.
1.3 Drivers and Benefits of E-Commerce ................................ 12 4. Describe the drivers of EC.
1.4 Social Computing and Commerce ..................................... 14 5. Discuss the benefits of EC to individuals, organizations,
1.5 The Digital and Social Worlds: Economy, and society.
Enterprises, and Society ..................................................... 16 6. Discuss social computing.
7. Describe social commerce and social software.
1.6 Electronic Commerce Business Models ............................ 21
8. Understand the elements of the digital world.
1.7 The Limitations, Impacts, and the Future 9. Describe some EC business models.
of E-Commerce .................................................................... 24
10. List and describe the major limitations of EC.
1.8 Overview of This Book ....................................................... 26
Managerial Issues ......................................................................... 27
OPENING CASE: HOW STARBUCKS IS
Closing Case: E-Commerce at the National
Football League (NFL) ................................................................ 30 CHANGING TO A DIGITAL AND SOCIAL
ENTERPRISE
References ..................................................................................... 32
Starbucks is the world’s largest coffee house chain, with
23,043 retail stores (see news.starbucks.com/uploads/
documents/AboutUs-Company_Timeline-Q42015.pdf).
Many people view Starbucks as a traditional store where cus-
tomers drop in, place an order, pay for coffee or other prod-
ucts, consume their choices in the store, and go on about
their business. The last thing many people think about is the
utilization of computers in this business. The opposite is
actually true. Starbucks is turning itself into a digital and
social company.
For a long time, Starbucks was known as appealing to
young people because of the free Wi-Fi Internet access pro-
vided in its U.S. and Canadian stores. But lately, the com-
Electronic supplementary material: The online version of this chapter
(doi:10.1007/978-3-319-50091-1_1) contains supplementary material, pany embarked on several digital initiatives to become a
which is available to authorized users. truly tech-savvy company.

© Springer International Publishing AG 2017 3
E. Turban et al., Introduction to Electronic Commerce and Social Commerce,
Springer Texts in Business and Economics, DOI 10.1007/978-3-319-50091-1_1