Chapter 4. E-strategy Leadership Through a Technology Focus

In this chapter we examine the first of the four positional factors that organizations must consider when creating their e-commerce strategy. The technology component has to be in balance and harmony with the other positional factors—brand, market positioning, and service—to be truly effective. For some organizations, the entire strategy will be based on strength and leadership in this area; for others the technology will take an enabling role. Thus this chapter attempts to identify the drivers behind the creation of a successful e-commerce strategy powered by technology, and it discusses technology's interrelationship with branding, market development, and the customer service value chain.