Page 395 - Introduction to Electronic Commerce and Social Commerce

Implementation Issues: 12
From Globalization to Justification,

Privacy, and Regulation

Contents Learning Objectives
Opening Case: Telstra Corporation Helps Its Corporate
Customers Justify EC Initiatives ................................................ 383 Upon completion of this chapter, you will be able to:
1. Describe the need for justifying EC investments.
12.1 Why Justify E-Commerce Investments?
How Can They Be Justified? ............................................ 385 2. Evaluate the issues involved in global EC.
3. Describe the reasons for success and failure of EC.
12.2 A Strategy for Global E-Commerce ................................ 387
4. Describe how small and medium-sized businesses can use
12.3 E-Commerce Strategy for Small EC.
and Medium-Sized Enterprises ....................................... 391
5. Understand the foundations for ethical issues in EC.
12.4 Opportunities for Success in E-Commerce 6. Describe intellectual property law and understand its
and Avoiding Failure ......................................................... 392
adjudication.
12.5 Ethical Challenges and Guidelines .................................. 395 7. Explain privacy and free speech issues and their challenges.
12.6 Intellectual Property Law and Copyright 8. Describe the future of e-commerce.
Infringement ...................................................................... 396
12.7 Privacy Rights, Protection, and Free Speech .................. 398
OPENING CASE: TELSTRA CORPORATION
12.8 The Future of E-Commerce ............................................. 404
HELPS ITS CORPORATE CUSTOMERS
Managerial Issues ......................................................................... 406 JUSTIFY EC INITIATIVES
Closing Case: The Pirate Bay and the Future
of File Sharing .............................................................................. 410 Telstra Corp. is Australia’s major telecommunication and
References ..................................................................................... 411 information services company, which provides fixed line and
mobile communications as well as digital TV and Internet
access services. The company operates in a competitive mar-
ket (e.g., against Vodafone and Optus Corp.). Telstra has
expanded its services to several countries in Asia and Europe.

The Problem

The company is very active in the e-commerce and social
media markets, mainly through Telstra Digital and its wire-
less units. For example, it provided its corporate customers
with Facebook apps so they can manage their Telstra
accounts. One area where the company saw an opportunity
but had some marketing difficulties was m-commerce. In
particular, the company offered its corporate customers
Electronic supplementary material: The online version of this chapter
(doi:10.1007/978-3-319-50091-1_12) contains supplementary material, applications that had many intangible benefits. The custom-
which is available to authorized users. ers had difficulty getting approval from their own top

© Springer International Publishing AG 2017 383
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_12