The Impact of Business to Consumer E-Commerce on Organizational Structure, Brand Architecture, IT Stucture, and their Interrelations
AbstractPrevious research on e-commerce has analyzed its influence on organizational structure, brand management, and IT structure separately. Drawing on transaction cost theory, we analyze the simultaneous impacts of business-to-consumer (B2C) e-commerce on organizational structure, brand architecture, and IT structure. We survey 49 chief marketing officers (CMOs) and 49 chief information officers (CIOs) of 64 out of the 100 most important consumer brand companies in Austria. We show that the amount of change in all three structural elements increases as the importance they attach to B2C e-commerce grows. Furthermore, the amount of change in both brand architecture and organizational structure and in brand architecture and IT structure are significantly linked to each other, even after we control for the importance of B2C e-commerce. We find mixed results for the hypothesis that higher levels of importance of B2C e-commerce enhance the dependence of the marketing-related IT structure on changes in brand architecture
Download InfoIf you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
Bibliographic InfoArticle provided by LMU Munich School of Management in its journal Schmalenbach Business Review.
Volume (Year): 58 (2006)
Issue (Month): 1 (January)
Adaptation; Brand Architecture; E-Commerce; IT Structure; Organizational Structure;
Find related papers by JEL classification:
- D23 - Microeconomics - - Production and Organizations - - - Organizational Behavior; Transaction Costs; Property Rights
- M31 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising - - - Marketing
- O33 - Economic Development, Technological Change, and Growth - - Technological Change; Research and Development; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes
You can help add them by filling out this form.
reading list or among the top items on IDEAS.Access and download statisticsgeneral information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (sbr).
If references are entirely missing, you can add them using this form.