INMA_A01.QXD

CHAPTER 4· INTERNET MARKETING STRATEGY

Links with other organisations

Gulati and Garino (2000) identify a continuum of approaches from integration to separa-

tion for delivering e-marketing through working with outside partners. The choices are:

1 In-house division (integration). Example: RS Components Internet Trading Channel

(www.rswww.com).

2 Joint venture (mixed). The company creates an online presence in association with

another player.

3 Strategic partnership (mixed). This may also be achieved through purchase of existing

dot-coms, for example, in the UK Great Universal Stores acquired e-tailer Jungle.com

for its strength in selling technology products and strong brand while John Lewis pur-

chased Buy.com’s UK operations.

4 Spin-off (separation). Example: Egg bank is a spin-off from Prudential Financial Services

Company.

Figure 4.24Options for location of control of e-commerce
Source: E-consultancy (2005)

Senior

management

IT

Direction?

Direction?

SC

Corp

Comms or

Marketing

SC

Business EC

or Brand

1..n*

SC

Finance

(a) Separate e-commerce team

Ops/

Direct

Channel

SC

Senior

management

IT

Direction?

Direction?

SC

Corp

Comms or

Marketing

SC

Business

or Brand

1..n*

SC

Finance

(b) E-commerce part of direct channel/operations

Ops/

Direct

Channel

EC

Key

IT

Direction?

Direction?

Direction?

SC

Corp

Comms or

Marketing

EC

Business

or Brand

1..n*

SC

Finance

(c) E-commerce part of marketing

Ops/

Direct

Channel

SC

IT Organisational unit involved with EC

EC Main e-commerce competence

* Business or brand, 1..n is for several separate businesses including country businesses

SC Secondary e-commerce competence

Alternative locations for strategic direction or steering of e-commerce

Senior

management

Senior

management

IT

Direction?

Direction?

EC

Corp

Comms or

Marketing

SC

Business

or Brand

1..n*

SC

Finance

(d) E-commerce part of IT

Ops/

Direct

Channel

SC