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e-Business management assessment: framework proposal through case study analysis
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Orientador(es)
Resumo(s)
Purpose – This paper proposes an e-Business assessment framework for organizations that aim
to enhace the effectiveness of their online presence and maximise the benefits that result from
it. The framework is based on three main pillars derived from academic literature research: emarketing
strategies, CRM strategies, and business model strategies.
Design/methodology/approach – This paper reviews literature from e-Marketing, CRM and business model strategies, leading to the generation of a e-Business assessment framework.
Secondly it takes 19 case studies and analysis them using Atlas.TI, through qualitative content analysis, to validate that framework.
Findings – Pragmatic advice for practitioners derives from research results considering that this framework enables managers to characterise the company in terms of its e-Business approach, making it possible to determine the level of depth of competitive online strategies.
Lessons for an improved e-Business approach can be derived from this paper.
Originality/value – This study proposes a novel e-Business framework to assist organizations that want to to have an on-line presence. Its original since it is comprised of the factors identified in a literature review that contribute to define and scope that on-line presence. The framework is then validated through the collection of 19 case studies of companies that have this on-line presence, validating the theoretical findings.
Descrição
Palavras-chave
e-Business Online presence CRM e-Marketing Business models Strategy Framework Case studies Qualitative content analysis
Contexto Educativo
Citação
Isaias, P., Carvalho, L.C., Cassundé Junior, N. and Cassundé, F. R. (2020). e-Business Management Assessment: Framework Proposal through Case Study Analysis. Journal of Information Communication and Ethics in Society (JICES). 18(2), 237-254.