自考电子商务英语unit3texta

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1、Unit3TextATheimperativesfore-businesssuccess(partI)V.Frick,A.LillTherulesofbusinessintheneweconomyhavechangedandwillcontinuetodoso.However,garteranalystshaveassembledthetop10imperativesfromrecente-businessexperience.1.Neverplanfurtherthan24monthsout.Whileitisstillimperativetohaveabusinessstrat

2、egydirectingoverallactivities,afive-yearpanninghorizontypicaloftraditionalstrategicplansisnolongerfeasible.LargelybecauseofchangesinthebusinessenvironmentbroughtaboutbytheInternet,thepaceofbusinesschangehasreachedthepointwherenomorethan24monthsisreasonableforaplan.Beyond24months,itisreasonable

3、toassumethatthebusinessenvironmentwillbesufficientlydifferentthatanewstrategywillberequired.Inaddition,thespeedwithwhichstrategiesmustbeexecutedmustincrease.Astrategythatrequiresmorethan12monthstoexecuteisalsounlikelytosucceed.2.Donotattempttodevelopane-businessstrategyindependentofthefullbusi

4、nessstrategy.Executivesarepushedfortherapiddevelopmentofan“e-businessstrategy”independentofthebusinessunit(BU)businessstrategy.Inmanycases,thisisdrivenbyadesireforspeedyreactiontothe“neweconomy”andrapidintroductionofe-business.Thereisanimplicitassumptionthatdevelopingafullbusinessstrategyisacu

5、mbersomeandtime-consumingprocess,andtherefore,towaituntilabusinessstrategyisdevelopedwouldcausethee-businessstrategytofail.Infact,thereverseistrue.Firstbusinessstrategiescanbedevelopedinshortperiodsoftime.Second,ane-businessinitiativedevelopedwithoutunderstandinghowitwillaffectexistingdistribu

6、tionchannelsandthebusinessingeneralcancausethebusinessstrategytofail.Forbrick-and-mortarenterprises,e-businessstrategiescreatedasdistinctapproachestoa“neweconomy”inisolationfromthebusinessstrategyarecounterproductiveandalmostcertaintofail.3.Useseparatestrategiesaccordingtoindustry,geographyand

7、culture.Thereisofteninternalpressuretocreateanenterprisewidee-businessstrategy.Thisapproachiseffectiveonlyinsmallerenterprisesthatarefocusedonasinglebuyingcenter.Frombusinessprocessre-engineering(BPR)andcustomerrelationshipmanagement(CR