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Project CP: Mapping and Leveraging Channel Power
Strategies for Succeeding at eBusiness
:: completed list main ::
As you move into electronic business, how will the
Internet change your relationships with customers, distributors, competitors,
and other channel partners? With the Web, every player can theoretically reach
end consumers directly. But is that desirable? What does it take to bypass your
distributors? What if someone tries to bypass you?
While many markets may come to resemble commodity
exchanges where price is everything, our research reveals at least three other
basic electronic market structures where customer relationships and complex
product and service bundles may be far more important than price for many
buyers.
The real challenge of eBusiness today is to act
despite the uncertainties, despite the fact that in most industries no one
really knows yet how people will buy products and services, or how to deal with
channel partners as electronic markets proliferate. To succeed at eBusiness, you
must meet three challenges:
- Understanding. What are the determinants of channel power? How do the economic structures of our industry and channels lead to differing electronic marketplaces?
- Strategy. Given the uncertainties inherent in digital commerce, how can we develop a channel strategy to take advantage of the cost and customer access capabilities of the Web?
- Action. What marketplace moves should we make and when, what resources should we commit, and how can we prepare for competitors’ moves and countermoves?
This Re.sults® report helps you answer
these key questions of eBusiness strategy and execution. It describes the
sources of and threats to contemporary channel power, the basic channel
structures emerging in electronic markets, a series of potential channel
strategies, and the techniques for developing an eBusiness "playbook" of
marketplace moves.
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